How PPC Search Engine Marketing Affects Your Business?

Gowebbi 13 Oct 2017

PPC Search Engine Marketing is a model of internet marketing where advertisers pay a fee each time one of their ads are clicked. Essentially, it is a way of buying visitors to your site, rather than attempting to earn those visits naturally.

A good search engine marketing campaign will ensure that you get more and more visitors to your site through paid methods if not organically.


Pay-per-click marketing, also known as “paid search” marketing is an advertising channel on search engines where businesses/individuals may bid on keywords used in searches. It is a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it is a way of buying visits to your site, rather than attempting to earn those visits naturally.

Search Engine Marketing is commonly used to describe both PPC and SEO (Search Engine Optimization) – the process of optimizing website pages, but also often used synonymously with PPC marketing.

Search engine advertising is one of the most popular forms of PPC. It allows advertisers to bid for ad placement in a search engine's sponsored links when someone searches on a keyword that is related to their business offering. For example, if we bid on the keyword “PPC software,” our ad might show up in the very top spot on the Google results page. Every time the ad is clicked, sending a visitor to our website, we have to pay the search engine a small fee. When PPC is working correctly, the fee is trivial, because the visit is worth more than what you pay for.

It requires a lot of effort to build a winning PPC campaign: from researching and selecting the right keywords, to organizing those keywords into well-organized campaigns and ad groups to setting up PPC landing pages that are optimized for conversions. Search engines reward advertisers who can create relevant, intelligently targeted pay-per-click campaigns by charging them less for ad clicks. If your ads and landing pages are useful and satisfying to users, Google charges you less per click, leading to higher profits for your business.


Google AdWords is the single most popular PPC advertising system in the world. The AdWords platform enables businesses to create ads that appear on Google’s search engine and other Google properties. AdWords operates on a pay-per-click model, in which users bid on keywords and pay for each click on their advertisements. Every time a search is initiated, Google digs into the pool of AdWords advertisers and chooses a set of winners to appear in the valuable ad space on its search results page. The “winners” are chosen based on a combination of factors, including the quality and relevance of their keywords and ad campaigns, as well as the size of their keyword bids.

Conducting PPC marketing through AdWords is particularly valuable because, as the most popular search engine, Google gets massive amounts of traffic, therefore delivering the most impressions and clicks to one’s ads. How often a PPC ad appears depends on which keywords and match types one selects. While a number of factors determine how successful a PPC advertising campaign will be, one can achieve a lot by focusing on the following points:

Keyword Relevance – Crafting relevant PPC keyword lists, tight keyword groups, and proper ad text.

Landing Page Quality – Creating optimized landing pages with persuasive, relevant content and a clear call-to-action, tailored to specific search queries.

Quality Score – Quality Score is Google's rating of the quality and relevance of your keywords, landing pages, and PPC campaigns. Advertisers with better Quality Scores get more ad clicks at lower costs.

The goal of PPC campaign is: In either scenario, the primary objective is to find keywords that will drive qualified traffic with the highest potential to generate conversions (sales, sign ups, etc.) to the site.


Once the new campaigns are created, one needs to manage them regularly to ensure that they continue to be effective. In fact, regular account activity is one of the best predictors of account success. One should be continuously analyzing the performance of their account and make the following adjustments to optimize their campaigns:

Add PPC Keywords: Expanding the reach of PPC campaigns by adding keywords that are relevant to the business.

Add Negative Keywords: Adding non-converting terms as negative keywords to improve campaign relevancy and reduce wasted spend.

Split Ad Groups: Improving click-through rate (CTR) and Quality Score by splitting up ad groups into smaller, more relevant ad groups, which helps in creating more targeted ad text and landing pages.

Review Costly PPC Keywords: Reviewing expensive, under-performing keywords and shut them off if necessary.

Refine Landing Pages: Modifying the content and calls-to-action (CTAs) of the landing pages to align with individual search queries in order to boost conversion rate.


Bad: When the consumer immediately hits the back button or closes the window/tab. This is what search engines consider a “bounce”. This happens when the content on the page which the consumer first saw (also called the “landing page”) is not relevant to what they initially searched for on the search engine.

Good: When the consumer stays on the site and browses around with a relatively good “page-views per visit” or “time on site”. This happens when the content on the landing page is relevant enough to keep the consumer interested for a few more clicks or a few more seconds/minutes of browsing.

Great: When the consumer completes a desired transaction (purchase, sign up, download, etc.), which is called a “conversion”. This happens when the signal provided to the consumer is exactly what they were expecting to see when they clicked on the ad.

CONCLUSION: Pay-per-click marketing is not about blindly paying Google to drive clicks to one’s site. It is about knowing how much to pay for each click and understanding which type of consumer one is willing to pay for in order to attract. It is also about understanding the signals provided by clicks that result in both bounces and desired conversion goals to make necessary changes to the keyword lists, advertisements and landing pages. As per Google, the average AdWords click through rate is 2%, which means only two clicks occur for every one hundred ad impressions. Nowadays, almost everyone interested in expanding their business is doing “paid search”. Therefore, it is advised to not expect immediate success but to keep in mind the single most important goal of PPC, which is to find the formula of keywords, ads and user experience that works for the business.


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