BruceClay – PPC for Beginners: A Quick-Start Guide on Search Ads

PPC for beginners – overwhelming, right? Many newbies will agree. But, you can skip the struggle if you acquire some solid knowledge about Pay Per Click (PPC) fundamentals and terminology.

PPC for beginners could fill an entire book, but this high-level overview serves as an ideal place to begin.

In this article:

1. Targeting Options
2. Negative Keywords
3. Remarketing
4. Tracking
5. Evaluating ROI

Understanding PPC: For Beginners

What Is PPC and How Does It Work?

Pay-per-click advertising (PPC) refers to online advertising where competitive bidding takes place for each click that goes out. Different firms bid to show ads to users on their chosen ad platform. You pay absolutely nothing unless someone clicks on your ad. That’s where the term “pay-per-click” comes from.

See also: 8 Ways PPC Services Take Small Business Advertising to the Next Level

Setting Up Your First PPC Campaign

1. Choosing PPC Ad Platforms

The very first step is to choose an ad platform; they run the gamut from search engines to display networks to social media platforms.

To find a platform that best fulfills your needs, consider factors like your target audience, the types of ad creatives you want to pursue and your budget.

Search Engine Advertising

Search engines like Google offer PPC advertising through their ad platforms. Take Google Ads, for example. Here, keywords are king. Ads pop up in the search results when someone searches for what you have to offer. It’s straightforward and effective.

Display Advertising

Display ads come up when users peruse third-party websites. They are commonly shown in the form of ad banners, popups and videos.

Display ads can support the ad practice of retargeting (or remarketing), which keeps your brand top of mind when people have previously expressed interest in your brand by visiting your website.

Social Media Ads

You can advertise on popular social media networks and create super-targeted ads based on the vast amount of data that social networks collect from their users.

Of course, the power move is to use a mix of everything, keeping in mind which platforms and which ads are best at which stage in the customer journey. But many businesses simply start with one ad platform and expand from there.

For this article, we will focus on PPC for beginners interested in advertising with Google Ads.

2. Understanding the Account Structure

A. Account

Your account is a unique profile associated with your email address and billing details.

B. Campaigns

When you set up your account, you will choose a campaign type to start — this dictates where people will see your ads online.

Ad campaigns allow you to group your products and services so each offering has its own advertising campaign.

You could also have campaigns for certain promotions, for instance, if you’re having a seasonal sale.

C. Ad Groups

Under each ad campaign, you have groups of ads and their keywords. Ad groups are subsets of your products and services.

Imagine a scenario where you’re doing a campaign for dresses; you may create one ad group for midi dresses and another for maxi dresses.

3. Doing Keyword Research for PPC

Keyword research requires more than simply guesswork about what searches your target audience might use to locate you online.

Step 1: Put yourself in your target audience’s shoes. Think like them. What problems are they trying to solve? How do they describe their issues or needs? Create a “seed list” of keywords related to your business and your audience’s needs. You will use it for further research.

Step 2: Use tools designed specifically to perform keyword research. Google Keyword Planner is a classic go-to, but don’t stop there. SEO tools like our SEOToolSet®, SEMrush and Ahrefs offer deeper insights into not only which keywords to target but also how competitive they are.

Step 3: Look beyond single words. Dive into long-tail keywords — these phrases may have lower search volumes, but they’re gold when it comes to relevance and conversion rates.

Step 4: Refine your lists. Think beyond just finding high-volume searches; aim for relevancy, too. You want users who click through because what you’re offering solves their problems.

Step 5: Evolve. Effective keyword research is an ongoing process. That means regularly revisiting and refining your list based on performance data from your campaigns as well as emerging trends within your industry.

Yes, this step takes time, but each well-chosen keyword brings you closer to capturing more customers.

See also: Should I Bid on Branded Keywords in Our PPC Campaign?

4. Writing the Ad Copy

• The description: This is the meat of the ad. You can use different assets to engage potential customers. Everything you include should demonstrate value, benefits and trust. And don’t forget to throw an eye-catching call-to-action into the mix.

With the basics explored, let’s get into some promising ways to maximize your PPC campaign return.

Maximizing Your PPC Campaign Performance

The average ROI for PPC ads is estimated to be $8 for every dollar spent (per Google). But getting to that number involves serious PPC skills.

As you launch campaigns, keep in mind that they require active management from start to finish. Don’t assume they will just run themselves!

Below are some promising ways to perfect your approach and maximize the efficacy of your ads; though this isn’t an exhaustive list, it’s a fantastic start:

1. Targeting: Make sure the right people see your ads.
2. Managing negative keywords: Keep refining those negative keyword lists. They’re key players in preventing wasteful spend.
3. Remarketing: Retarget your ads to past website visitors to keep your brand at the top of target audiences’ minds when they browse online.
4. Tracking progress: Take inventory of which keywords are drawing in high-quality traffic and leads or those that could cost too much/little.
5. Evaluating ROI: Learn to maximize your return for every penny spent.

Remember: Even miniscule changes can add up over time to produce substantial results.

1. Targeting Options

This is just scratching the surface. When you use Google Ads, you can dive deep into audience segments.

2. Negative Keywords

Negative keywords are words or phrases you don’t want your ads to show up for.

For instance, perhaps you sell gourmet coffee beans online. Someone types “free coffee samples” into Google. Without negative keywords, your ad might just pop up. But this person isn’t going to pull out their credit card anytime soon.

Add “free” as a negative keyword and you’re telling Google Ads not to display your ad for any search query containing that term.

Here are some tips:

• Analyze what doesn’t work: Start by looking at terms that bring traffic but no conversions — these could be potential negatives.
• Spy on competitors: Check out high-performing queries for them that aren’t relevant to you — another source of inspiration.
• Leverage tools: Use platforms like SEMrush or Ahrefs to dig deeper into search trends and find unwanted terms sneaking through.

Using negative keywords effectively means fewer wasted clicks, better targeting and improved ROI. But it does require regular check-ins. You want fresh eyes on what’s working (or not).

3. Remarketing

Remarketing or retargeting gives you another chance at turning previous visitors to your site into customers.

Here are some scenarios where you might remarket:

• Visitors who checked out your homepage but bounced.
• Shoppers who abandoned carts.
• People who engage with your content or product pages.

4. Tracking

For more on this, see the Google Ads help file about conversion tracking.

Google Analytics

To further analyze your PPC ads, you should link your Google Ads account and Google Analytics (GA4) account together.

(If you have yet to set up Google Analytics, read Google Analytics 4: What It Is and How To Get Started).

This allows you to track what happens after a click when someone gets to your site, allowing you to get the big picture of ad performance.

Data matters because knowledge isn’t just power — it’s profit.

Experiments

Try running experiments to evaluate what works best and ditch what doesn’t.

5. Evaluating ROI

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FAQ: How can I successfully set up my first PPC campaign for optimal results?

To start, you’ll perform keyword research to find the unique terms and phrases potential customers use to locate services or products like yours. You can gain access to deep keyword insights with targeted resources like Google Keyword Planner, SEMrush, or SEOToolSet.

As you’re targeting keywords, be specific; it’s the long-tail keywords that tend to attract the best leads, even though they have lower search volumes. Going this route can yield considerable results.

Choosing the right keywords alone isn’t nearly enough; you also need some strong ad copy that catches the eye and clearly explains what you offer. The most successful ads pull at searchers’ emotions, promise to solve a big problem and have a meaningful, persuasive call-to-action.

Test out multiple versions of your ads to decide which ones resonate with your target demographic. You want to set yourself apart from other businesses in the search engines.

We’d be remiss if we didn’t mention strategies around PPC bidding, a central part of this mode of advertising. You can use one or more of numerous tactics – manual and automated bidding are a couple of them. Manual bidding affords you the most possible control, which is great if you already understand keyword values.

On the other hand, with automated bidding, machine learning comes into play. You can use it to maximize conversions and efficiency.

PPC campaign success hinges directly on landing page optimization. It’s critical to ensure that the landing page you lead traffic to is painstakingly relevant to your advertisement. It needs a crystal clear message, captivating graphics and a CTA that’s incredibly easy to complete (a purchase button or sign-up form, for example). Cultivating a seamless and intuitive user experience is the objective here.

It’s also critical not to overlook tracking and analytics during your PPC campaigns. Tools like Google Analytics will help you out. Review click-through rates (CTR), cost per acquisitions (CPAs), conversion rates and more to see what’s working well and what changes need to be made. Continually keep an eye on these metrics as you craft and update your strategy.

To further augment your PPC ads and boost their impact, consider ad extensions like callouts, sitelinks, structured snippets and more. All of these components work to provide increased value to your prospects and raise your conversion rates.

Then there’s the concept of competitor analysis, where you seek to cultivate a solid grasp of what industry competitors are doing. SpyFu and Ahrefs are two insightful tools that give you a snapshot of their advertising strategies and overall performance. Businesses that use these tools and resources benefit from learning from their competitors’ successes and failures and can alter their campaigns accordingly.

Continually tweaking and perfecting your ad strategy is a necessity. Given how dynamic the digital ad environment is, you’ll need to make periodic adjustments for the best possible ad performance. Remain alert to changes in the PPC industry and be ready to adapt quickly based on what’s taking place now.

It’s not uncommon to struggle with building your first PPC campaign. But it’s essential to get a handle on the best practices, as ill-crafted ads often translate to lackluster results and wasted budget. By following expert advice in areas like tracking, ad extensions, landing page optimization, bidding, ad copy creation and more, you can circumvent these challenges and claim substantial success.

Step-by-Step Procedure

1. Conduct thorough keyword research. Utilize tools like Google’s Keyword Planner to find relevant keywords.
2. Analyze search volume and competition for each keyword.
3. Choose long-tail keywords for higher quality leads.
4. Create multiple ad variations for A/B testing.
5. Craft compelling ad copy with clear value propositions.
6. Incorporate emotional triggers and strong calls-to-action in your ad copy.
7. Decide on a bidding strategy: Manual for control, automated for efficiency.
8. Set your maximum bid limits based on budget and keyword value.
9. Develop a highly relevant landing page for each ad group.
10. Optimize landing pages for speed, clarity and conversion.
11. Add persuasive visuals and simplified navigation to your landing pages.
12. Set up conversion tracking in Google Ads.
13. Integrate with Google Analytics for in-depth monitoring.
14. Monitor key metrics like CTR, CPA and conversion rates.
15. Implement ad extensions like sitelinks, callouts and snippets.
16. Research competitors’ PPC strategies using SpyFu or Ahrefs.
17. Identify and leverage gaps in your competitors’ strategies.
18. Launch your PPC campaign and begin initial monitoring.
19. Review campaign performance after the first week.
20. Adjust bids and ad copy based on performance data.
21. Test new keywords and ad variations continuously.
22. Update your landing pages periodically based on user feedback.
23. Stay informed on PPC trends to adapt your strategies.
24. Continuously optimize your campaign to maintain and enhance results.

In order for your PPC campaign to bring you the results you want, continual attention and deep digital marketing knowledge are all-important. Equally important is infusing character and personality into each campaign – they should be treated as creative endeavors instead of formulaic exercises. And it also helps to reexamine and improve your ad approach to keep things engaging and fresh.

Getting your first PPC campaign up and running involves a myriad of strategic efforts ranging from continuous optimization to keyword research. With a good understanding of all of the facets of a lucrative advertising campaign, you’ll know just how to allocate every penny of your budget. Always be ready to learn and adapt, and be careful not to underestimate the power of a well-placed click.

Bruce Clay is founder and president of Bruce Clay Inc., a global digital marketing firm providing search engine optimization, pay-per-click, social media marketing, SEO-friendly web architecture, and SEO tools and education. Connect with him on LinkedIn or through the BruceClay.com website.

See Bruce’s author page for links to connect on social media.