Are you wondering how much to bid for Google Ad space?

Trying a PPC campaign for the first time? Well, it can be confusing for beginners. But don’t worry.

This article will explain everything about PPC and how to ensure a successful PPC campaign.

Therefore, read this till the end to know everything you must know about PPC before starting one.

What is PPC?

PPC stands for pay per click. It is an advertising tactic where a brand places an advertisement in ad space and pays each time the ad is clicked.

It is a method of buying visitors for your website. SEM is the most popular PPC type.

There are two types of PPC:

  • Search Advertising (ads appearing on search engines)
  • Display Advertising (ads on social media)

Why PPC?

PPC Campaign can help you to:

# Increase Sales

It will allow potential customers to look and buy products from you.

Why? Because their search engine is recommending them.

# Brand Awareness

You can make people know about your brand well with the help of PPC.

# Generating leads

You can generate traffic to your website.

Search Engine Marketing- SEM

Linked In Engines allows different marketers to bid for the ad space. Each time a user searches for a relevant keyword, an ad comes up showing relevant businesses.

Each time a user clicks on the ad, the advertiser has to pay the search engine a fee.

Tips to optimize SEM

# Making relevant and intelligent targeted pay-per-click campaigns.

# Google charges you less if your ad is useful and relevant to users.

Popular Platforms of PPC

There are different PPC marketing providers, for instance, Google, Bing, Facebook, Twitter, Pinterest, Linked In, and Quora ads.

The most popular choice is Google Ads.

Google Ads

Google Ads is one of the most popular yet simple methods of PPC. This enables you to put ads on Google search pages and other properties.

How does Google Ads work?

Google works on the PPC model. In this model, various advertisers bid for keywords and paid for each click on their advertisement.

Each time when a user searches, Google research from the list of advertisers and chooses winners. These winners get their ads placed on their search page.

How does Google decide your rank?

Ad rank= CPC bid* Quality Score


CPC bid is the biggest amount that bidders are ready to pay.

The quality score stands for a score that Google gives according to keyword relevance, CTR, and landing pages.

How does Google decide what you pay?

Your pay= Price of the person below you/ Your quality score + US dollar 0.01

Tips to Make a Successful Ad Campaign

# Relevant Keyword

# Landing Page quality (perfectly tailored content with a clear call to action)

# Quality Score (Score given by a Google on your relevant keyword, landing page and PPC)

# Creativity

Things to know before you start

  1. Goal

First of all, decide your aims and goals. What do you want to achieve through this PPC? Traffic, customers, or just visitors.

After deciding this, make a clear plan for better bids for PPC.

  1. Negative Keyword

Add negative keywords i.e., non converting keywords to improve your relevancy and waste spend.

For example, suppose you deal with sunglasses only and your ads are shown in inspection searches.

 This is only a waste of money. You can prevent this by adding these to your negative keywords list.

  1. Improving keyword quality

Keywords are important but this doesn’t imply that you should just stuff them.

Instead aim to improve your keyword quality score.


Relevant keywords, Click-through rate, and Landing experience.

  1. Ad extension

Ad extension discloses other information about the businesses. There are two types of ad extension: Manual and Automatic ad extension.

They are helpful as they provide extra information about the business such as site information, phone number, etc.

This may help the customer to reach you directly.

Manual ad extension is a customized customizable extension, which provides information such as their site link location call review etc.

On the other hand, automatic ad extra extensions work automatically. It provides certain information such as customer ratings, previous visits, and much more.

You can use tools like Smart Ads Creator to create designer ads.

  1. CTA

A call to action as to purpose directs the user to perform specific information and tell them that whatever you are searching for you can buy it from here.

 A great CTA can help you to convert many viewers into customedsa54321` 7rs through your paid campaigns.

  1. Mobile friendly

While users today 45% of web surfers are mobile users therefore you cannot neglect them while creating your PPC campaign.

You should make your landing page mobile-friendly to get the maximum benefit from your campaign for mobile users to give attention to short-tail keywords rather than long-tail keywords.

  1. Writing engaging ad copy

Engaging Ad copy plays a single important role in determining the success of your PPC campaign. You should write engaging ads so that customers can get attracted to them once they read them.

 You need to write a convincing ad copy, which clearly states what the customer wants and what you sell.


Try to make attention-grabbing headlines. And don’t forget to add calls to action. Moreover, you can use these Power words such as discount, instant, free, today only, etc.

  1. Track your performance

Never forget to keep track of your performance. For this, you can use Google AdWords. It is a convenient tool that helps you to get a performance report of your PPC campaign.

This will help you to make better strategies and know where you were wrong.


PPC is surely beneficial for your brand. But it will only pay off if used strategically.

Therefore, follow these steps for sure success:

  • Decide your goal before bidding
  • Make a list of relevant keywords including negative keywords
  • Write an engaging and call to action ad.
  • Increase your Quality score by paying attention to keywords relevancy and landing pages.
  • Make your Landing page user-friendly and instigate a call-in action.

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