Explorer What is PPC

PPC is a cost-effective digital advertising model used by businesses to attract targeted traffic to their websites, showcasing their products or services to potential customers. Top Pay Per Click (PPC) Agency in Mumbai | Apex Infotech India. 

pay per click services

You have a killer website, but with zero traffic.

Your website speaks about your business, but don’t generate leads.

You feel disappointed, don’t you?

Not able to understand why are you struggling to get more traffic to your websites?

You are wondering and wondering and trying to figure out all about traffic stuff.

Then let’s talk about PPC- the advertising modality to attract visitors online.

What is PPC?

PPC stands for Pay Per Click. It is a form of online marketing where advertisers put an advertisement in intuitive places to attract visitors, and pay a fee only when someone clicks on their ad. Therefore, the name pay per click is a way to buy visits of people to your website rather than attracting them organically.

For example, if you look at a typical search result page on Google or Bing, the PPC ad is placed on the top. On social media, the ad can appear as a post on a feed, banner ads on the side and variety of other forms too.

Facebook, Instagram, Twitter, LinkedIn, YouTube, and even Pinterest have the option for paid advertising. They are placed in intuitive places on all kinds of websites and all over the Internet. This is the world of PPC.

Now, every time the browser clicks on any of these ads, the advertiser pays a specified fee. This fee is called CPC – Cost Per Click.

Every single click your ad is driving, you are paying for it.

If you are considering doing paid advertising, you might be wondering how much the cost per click is. Well, it all depends on how much competition is there for the space that you want to put your ad so people can see it.

What are the potential benefits of PPC advertising?

You can’t just rely on organic search traffic alone. If you are looking for a kind of online advertising which can produce excellent results in a few days, then welcome to the world of PPC.

Have you noticed that certain brands just popped up on the Google search engine results page? They are the PPC ads.

When you click these ads, it takes you to their websites.

PPC ads can benefit businesses in several ways complimenting their marketing goals. It offers an incredible opportunity to put your business in front of interested people who are searching for a business like yours.

Let’s know the ten essential benefits of PPC ads for businesses and brands of all kinds and sizes.

Advertise directly to people

PPC ad put your business in front of people who are searching for a product, service, or solution that transforms their life.

For example, Google AdWords gives you access to a vast audience who are searching for some stuff online and drive them to your websites. They can get familiar with your business and may purchase your products and services to meet their needs.

Targeted Advertising

PPC ad allows you to do targeted marketing. In the online world, people search for business through keywords.

For instance, someone searches for a Home Loan on Google and comes across with businesses that are offering home loans to people. Relevant keywords help businesses to make offers and reach the right audience.

PPC ad offers precise targeting based on location, gender, interest, language, and even a type of device.

Reach the Target Audience

PPC ad allows you to reach the target audience who are most likely to be interested in your products, services, and offers. When the keywords that the people are searching for matches with your business, it will entice them to connect with you. People always want to connect with the business that is capable of providing a solution to their problem.

Brand Exposure

Businesses succeed with proper brand exposure. PPC ad can put your brand and your message across the people who might not be aware of what you do.

Once people get familiar with what you do, they would not mind choosing you and trying your products and services.

When PPC puts your business on the search engine and that too at the top of the search results, it is obvious that people will see your business first.

Fast results & Constant Traffic

PPC is the fastest way of online advertising online to get a visitor’s traffic. You can get faster results with PPC than SEO. It is because SEO is used for organic traffic, which takes time to grow. You need to invest thought, time, and effort to create quality content, not for one or two or three days, but frequently and maintain consistency.

The great thing about PPC is that you get the benefit to get on the first page of Google. Whether you are a new business or the existing one, PPC is your efficient online marketing tool to produce instant results in terms of traffic, sales, and leads.

Measurable ROI

PPC ad gives you a measurable return to investment (ROI) compared to other forms of online marketing. You can see the number of clicks that your ad receives from people and compare this to your sales and revenue. You can measure anything related to the PPC ad, including costs, profits, views, clicks, visits, and many more.

Immediate Impact

PPC allot space and position to your business on the search results page, so it has the power to generate leads immediately resulting in a conversion.

You don’t have to wait for a month or year to see the PPC results. The results can be seen even in hours or in a matter of days.

Pay only when people click

PPC ad is super budget friendly. Advertisers have to pay money only when people click on their ad. Paying amount when people click on your ad is actually worth the cost.

For instance, you are selling a product worth Rs.15000, spending Rs.150 per click is not a bad investment.

PPC can work for almost any advertising budget. It can be adjusted according to your requirement and whenever needed. You can set budget caps, and PPC ads will not spend more than you tell them to do.

Limit your spend

PPC allows limiting your daily spend on an ad, which means you can set your daily budget to restrict the amount of incoming sales leads. When you do this, you won’t receive any unexpected bills.

PPC is an ideal tactic for small businesses that are working with a limited budget. The fear of losing a considerable amount is not there in PPC. Just set a budget cap, and never go over it.

Stay ahead in the competitive market

PPC ad helps you rise to the top in a competitive market, where potential customers can see your business. You can promote your business and products to interested people in a few hours. If done correctly, PPC is a great tool to upsurge your sales and generate revenue.

PPC is suitable for any business, whether small, medium, or big. More and more businesses today are taking benefits of PPC advertising to define themselves, to reach and engage with the target audience. So why not consider integrating PPC into your marketing strategy and take your business to a new height.

Is PPC right for your business?

PPC could be a great addition to your online strategy.

Firstly, PPC advertising is extremely targeted. It means you can choose precisely who to show your ad based on location, age, gender, interest, language, keywords, and even a type of device.

Instead of wasting money on mass marketing, you are advertising your products and services directly to people who might be interested in what you have to offer.

Secondly, PPC advertising makes it possible to retarget visitors. You can adjust your ads for people who have already visited your website to bring them back.

That means 98% of initial traffic virtually goes waste. Retargeting lets businesses place ads that remind the folks who left, to come back and check out the products and services they missed. This, in turn, how businesses to capture 98% of people who didn’t convert for the first time.

Thirdly, PPC advertising is pretty cost-effective. After all the only time, you pay a fee when your ad is actually being clicked. When you consider the fact that 46% of clicks go to the top three paid ads on the search engine result pages, PPC really works in your favor.

You are there at the top of the list even above the top organic results. Let’s say it cost you 15 bucks now one click, but the product you sell is 400 dollars. Then, PPC is not a bad return on investment.

Fourthly, PPC advertising is super trackable. Basically, this means you can monitor how ads are performing and adjust them accordingly if one is only giving you many clicks as you desire. Flexibility comes hand in hand with PPC.

Fifthly, PPC advertising is fast. While ranking high on search engine results is important, it also takes time to get there. With PPC, you can put a new ad and starts seeing the results in a matter of days.

PPC is a good investment for any business who is struggling to get visibility and traffic. If you want to attract visitors to your websites to convert them into sales, you may like to consider PPC advertising for your business.

The Four C’s of PPC

The Fours C’s of PPC is Click-Through Rate (CTR), Cost-Per-Click (CPC), Cost Per Action (CPA), and Conversion Rate (CR).

Click-Through Rate (CTR) is the percentage of people who click on your ad after viewing it. It tells you a lot about your PPC ads. If you have a high CTR, it indicates the ad is resonating with users. While a low CTR means the ad is not a good match to users.

You see, the goal of PPC ads is to generate more leads and more sales. A high CTR is a great sign that you are getting closer to your goals. After all, the more people click, the more you have an increased chance of sales. When you’re testing a new ad and the CTR is low, probably is not working the way you’ve expected.

Cost-Per-Click (CPC) is the actual amount that the advertiser pays for each click on the PPC ad performed by the people. Every click the PPC ad receives speaks about the attention it has received from a person.

The advertisers are buying this attention and paying money for it. Interestingly, you have the advantage to lower the amount of CPC by raising the quality score of your PPC ad. The high-quality score offers you a discount on CPC.

Google has created the ‘Quality Score,’ which is a rating system for PPC ads. Advertisers are thankful for this system. Why? The reason is it helps to determine the rate of CPC by checking the quality and the relevance of the PPC ad. When you have the advantage, so, why not, boost your chances to get a discount on CPC to manage your PPC ad.

Cost Per Action (CPA) also known as cost per acquisition is the pricing model where the advertiser pays only for the desired action performed by people that directly lead to sales.

Well, there are a lot of different actions that advertisers want their customers to take. These actions could be a click, form submit, contact request, free trial, newsletter sign up, registration to attain a conversion.

So, if 2000 people click on your ad and only 10 of them actually takes an action that you desired them to do which convert into sales, you only pay for the 10 conversations.

CPA is performance-based advertising, which wants people to perform an action. It generally involves less risk for advertisers, since they will be only paying when they get a lead or a sale.

Conversion Rate (CR) is the percentage of visitors to your site who take the desired action to become a paying customer. For many marketers and advertisers, CR is an important metric that describes how good the ad is performing at getting people to take action that they want them to perform.

How do PPC works?

The whole PPC advertising work around keywords that are 100% relevant and define the queries of the targeted audience. Keywords are the foundation of PPC advertising.

Advertisers bid on keywords that they wish to use in their ads. Keywords that tailored to their business, help them to show up on the top spot of search engines in order to drive traffic to their websites.

Quality Score is the grading system to measure the quality and relevance of keywords, PPC ads, and landing pages. The score is set on a 1- 10 ranking scale, with 10 being the best ranking.

Why is quality score important?

The quality score has been part of Google ads since 2005. Advertisers can actually figure out how the PPC ads will perform when it goes online.

Accessing the quality score of PPC ads is important to advertisers for three reasons.

First, it determines the performance of ads.

Second, it determines the amount of exposure and clicks the ads will receive.

Third, it determines the charge for pay per click.

Remember: The higher the quality score, the better your ads perform

The higher the quality score, the less you pay per click.

How to increase the quality score of ads?

Select relevant keywords: Keywords that match the intent of people who are searching for information online.

Improve your ads in terms of engagement: Make your ad compelling, engaging that answer the searcher’s query, persuading them to click on it.

Incorporate negative keywords to your ad list: The exciting thing about negative keywords is that it can actually be beneficial in some way. The use of negative keywords controls unwanted clicks and helps to reach the targeted audience.

Optimize your landing page: Create a landing page that provides a seamless experience to browsers from keyword to conversion.

Ad Extensions

Ad Extensions are extra information usually placed below the ad copy.

This additional information is aimed at giving more reasons for people to choose your business. Ad extensions may appear in the form of location information, phone number, map market, price, reviews, discounts, special offers, site links, and more.

The addition of more information gives your ad great visibility and prominence on the search result page. Adding little extra content will only increase the number of clicks on your ad, ultimately opening the door for people to call you or reach you for business.

Why Use PPC Ad Extensions?

Free to set up

You don’t have to make any payment to add ad extensions to your PPC advertising because it is free to set up.

Get higher CTR

Ad extensions get a higher CTR for your PPC advertising. It provides more visibility to your ad on the search results page and drives more people to your website, ultimately giving more opportunity to capture leads.

Boost ad ranking

Ad extensions increase ad ranking, improving its position on the search results page.

Types of PPC advertising

Internet marketing is the present trend. Every business is going online to reach its customers. Even, the customers are living in the online world 24×7.

Online advertising has become an integral part of the marketing strategy. And, PPC is the part of online advertising.

PPC is a powerful, fastest, result-oriented technique to increase traffic for websites.

Since the internet and technology has developed, so has PPC advertising with more types. Let’s know different types of PPC advertising, so you can have a better understanding to use the one that meets your marketing goal.

1. Search Engine Ads

Search engine ads are placed on web pages. It appears when people search for queries using a keyword on search engines.

Google is the world’s largest provider of search advertising.

You will be surprised to know that Google handles over 40,000 search queries every second on average and answers 3.5 billion search queries daily. This clearly tells the popularity and usage of Google for searches.

2. Google AdWords

Google AdWords is one of the most popular PPC advertising for businesses. AdWords usually appears on the top of the search results page. Google developed Google AdWords in the year 2000 to help marketers reach their customers instantly.

When someone searches on Google for a specific term, it will throw a list of searches.

For example, someone is making a search on Google with the keywords ‘Studio Aboard,’ and soon, Google shows search pages. When you look closely, you will notice that the top and the bottom results are generally ads.

AdWords are used so widely that it has become synonymous with the term “Paid Search.” The reason is advertisers are paying the amount to put their businesses on search engine results pages (SERPs).

A search engine is a place where people look for information. People can search for anything about what to do, where to go, and what to buy. Your ad can appear on Google for people who are looking for products and services like yours.

3. Bing Ads

Exactly like Google AdWords, Bing Ads are PPC ads displayed within Bing’s search results at the top of the page. These ads appear only with searches for keywords you choose.

You can run ads on your terms. Just set your budget and bid to present your ads on the search engine where people come frequently.

4. Display Ads

A display ad is a graphic ad in the form of a banner, image, or text ad. You must have seen such ads on different websites usually appear on the top, middle, or side.

AdWords appear when people search, whereas display ad appears when people are surfing. It has the power to grab attention because of its visual appeal.

If you’re interested in branding and want people to get familiar with your business, display ads are useful for building brand awareness. The size of the display ad can vary from banner size to smaller square or rectangle.

The brilliant display ad is the one that harmonizes the balance between the format, color, typography, images, and simplicity.

5. Shopping Ads

PPC shopping ads are quite similar to search engine ads. The reason is both appear based on the keyword that the person is searching for.

The major difference between PPC shopping ads and search engine ads is their format. PPC shopping ad contains image, text, and price of the products, whereas search engine ad consists of text.

In fact, the search engines separate shopping ads and text ads on its own platform in such a way that both ads stand out, and a person can easily identify when they see it the very moment.

Usually, shopping ads are in their own box format and the best choice for e-commerce retailers because of higher conversion rates and higher click-through-rates. This is how the typical shopping ad looks like.

6.Social media advertising

Millions of people are using social media. And, they are highly active social media users who spend most of their time on it every day.

PPC advertising on Facebook, Instagram, Twitter, LinkedIn, YouTube, Snap Chat, and other social media platforms put your business in front of the people.

The chances of getting a higher click-through-rates increase on social media sites as more people are socializing on it every day. Social media advertising is the best way to make an announcement about the launch of new products, discount offers, and contests.

Advertising on social media helps businesses to promote their products and services and tempt people to make purchasing decisions.

PPC ads on Facebook

Facebook rules the world of social media with the most extensive user base. You can run PPC ads on this platform to reach your customers.

Whether your business is global or local, PPC ads on Facebook will make people familiar with the business you do.

Facebook has the advantage of being incredibly visual and offering multiple and detailed segmentation options to people.

PPC ads on Instagram

Instagram is an extremely visual social media, where businesses can connect with people. Instagram is the place where people explore their passions and are inclined to like a variety of posts and share them with others.

Run PPC ads on Instagram to drive awareness, increase customers, and share your story amongst a highly engaged audience.

PPC ads on Twitter

The little blue bird network, Twitter is a platform to reach the most valuable audience when it matters most.

You can connect to the right audience using the targeting features. You can select geographical areas, the followers of notable account or even target people’s interest.

You can create campaigns tailored to your objectives. Whether you are looking to get leads or app installs, you can achieve it with PPC ads on Twitter.

PPC ads on YouTube

PPC ads on YouTube is one of the most powerful forms of online advertising. Marketing your products and services through video can get maximum traffic and lead for your business.

YouTube PPC ads are more measurable compared to television ads. You can also analyze the number of clicks, when people watched the ad more and when they stopped watching. All this information is crucial that would guide you through creating a super fantastic video ad.

With YouTube ads, you pay per video view. This means you will not pay for ads that are not viewed.

Viewers are given the option of watching the ad or skipping it if it doesn’t interest them. When viewers skip ads, the PPC ads won’t charge money.

YouTube PPC ads provide you with several targeting options to choose, such as topic, demographics, location, category, key phrases. Make the most of its potential to create ads that tell your audience about your business.

PPC ads on LinkedIn.

We all know, LinkedIn is a professional networking site. On LinkedIn, it’s all business, all the time.

PPC ads on LinkedIn can appear in the form of sponsored content, text ads, sponsored InMail ads. You can present your business in front of the audiences and drive them to your website or landing page.

Moreover, you can track the number of leads you’re getting from your ads on LinkedIn with conversion tracking.

Interestingly, B2B business is using this platform extensively to run their PPC ads.

Either your goal is to lead generation, brand awareness, or even event registrations, PPC ads on LinkedIn can help you in everything. Advertising on LinkedIn allows businesses to achieve their goals.

PPC ads on Pinterest

Pinterest is a new PPC platform. A large number of a female are on this platform, and it is an absolute hotspot for topics such as fashion, weddings or cooking, making it very useful for advertisers in this niche.

7.Retargeting PPC advertising

Retargeting is known as remarketing. Retargeting PPC advertising is a tactic to make people revisit your website. It makes them reconsider making the final move to convert or purchase.

Many prospective buyers on e-commerce site select items that go to their shopping cart, but eventually abandon their online shopping move at the last minute.

Retargeting ads target such visitors who have shown interest in your site but failed to respond due to some reason. Targeted customers are shown ads that act as fresh reminders about your products and services, persuading them to visit your site repeatedly.

Retargeting is the perfect online strategy that leverages on this customers behaviour. Retargeting PPC advertising is a smart move to give an extra push to customers to go ahead and proceed with the sale.

What are the Major PPC Platforms?

In the online world, there are not only one or two or three places where you can put a PPC ad. There are numerous platforms to use for your PPC ads. Among all the available platforms, here are the six major online platforms you shouldn’t ignore to put PPC ads if you want to drive visitor’s traffic and upsurge sales.

1.Google Ads

Like it or hate it, Google rules the online search world.

Over 3.5 billion people visit Google every day, making it the most popular search engine all over the world.

People around the world turn to Google for their queries, and Google happily answers them all. It is the online library which is open to all and easy to access.

The storehouse of information, Google has not let down the expectations of people and keep improving the service to make it even better than before.

Not to forget, the Google Ads platform has been around for nearly two decades. It is the grand-daddy of search engines, which is more trusted for paid advertising.

Marketers and advertisers have understood the need to familiarise their business in front of people through Google. Small or Big, businesses of every kind are opting for paid advertising on Google.

Statistics prove that Google Ads is a great investment for the business. According to Google, advertisers earn $8 for every $1 they spend on Google Ads.

Google Ads is Google’s primary PPC advertising platform. Google offers pay-per-click advertising on its search network and searches partner sites along with image and video advertising on its display network.

Advertising on YouTube is available through the Google Ads platform.

So, there are good reasons to consider advertising on Google. Google Ads is scalable, measurable, flexible, more engaging, gives results faster than SEO and complements your other marketing efforts.


Can you guess after Google which is the second largest search engine platform?

It is YouTube- your favourite video-sharing platform. And, people visit YouTube for video content. Undoubtedly, video is a powerful tool to reach people and engage them. With video ads, you can define what action you want visitors to take.

Do you want them to visit your website so they can see your products and know about your brand? Do you want them to watch more videos on your YouTube channel, so you can expand your reach?

Either you want more leads or more sales, YouTube is the right place for PPC campaigns.

You can have overlay ads on YouTube. These are rectangular banners either in the form of text and video. The ad usually appears on the bottom of the YouTube video player.

Skippable video ad push people to watch a small portion of the ad but with the benefit of skipping it, in case, the ad fails to interest them.

Non-Skippable ad obligates people to watch the entire ad before they progress to view the selected video. Generally, non-skippable ads are effective to resonate with people and may produce higher leads.

There are three types of non-skippable ad namely pre-roll and mid-roll ad. Pre-roll ads appear before a video plays, whereas mid-roll ads appear at the midpoint of 10 minutes or longer videos.


You’re making a huge mistake if you’re not using Facebook for the PPC campaign.

Most internet users use Facebook daily and check their Facebook page multiple times in a day. Reaching to your exact target audience is easy with this most popular social media platform. You can advertise to people by their age, interests, behaviour, and location.

Facebook advertising is the best solution to build brand awareness, drive traffic and conversions. There is no guessing game with Facebook advertising. You can see how people are responding to your PPC campaign. You can check how many impressions, clicks and conversions PPC campaign is receiving.


You can place PPC campaigns on different websites to support your marketing goals. News websites and e-commerce sites are the best places for PPC campaigns. People love to visit such sites to keep them updated with the happenings and latest trends around the world.

A lot of sites run PPC advertisements, you can purchase PPC space directly from them.

5.Gmail Sponsored Promotion (GSP)

Gmail Sponsored Promotion, commonly known as Gmail Ads, is the opportunity to run PPC campaigns for a dozen different advertisers. GSP is a unique type of ad that goes on people email, particularly in the promotions tab.

When a person clicks on Gmail Ad, it shows up as a standalone page, pretty similar to a landing page.

Gmail ads can include images, video, or any embedded forms to connect with people in a more personal way. People can play video, fill up a form, and perform the call to action to reach your company’s website or go to an app marketplace.

Gmail Ad is great for generating awareness, cost-effective conversions, and quality traffic. Gmail ads also support dynamic remarketing for hotels, rentals and HPA feeds.

6.Amazon Advertising

Over 46% of product-focused searches begin on Amazon. Probably you have seen Amazon ads everywhere. Amazon advertising is the emerging PPC platform for e-commerce retailers.

Amazon empowers advertisers to display shopping-focused campaigns that promote their products on Amazon’s shopping network. It helps them to intensify the sale of their products online.

Advertisers are charged only for clicks that potential buyer does on the ad to view a product. Amazon PPC is also known as sponsored products. It is one of the ideal ways for a seller to “get or buy” the top position of the Amazon SERPs.

7.Apps & Mobile Platforms

Apps and mobile platforms are the newest frontiers for the PPC campaign. Many businesses are placing their PPC campaigns on mobile sites and apps to attract traffic.

Below is the picture of PPC campaigns on mobile app namely M-indicator and Paytm that shows the promotion of products.

Based on your marketing goals and target audience, you can buy space for PPC in mobile apps. The ad will be shown to mobile users when they are on the app. When a user clicks on the PPC ad, they will be taken to websites to see offers, products, and services.

Approaches to improve your PPC campaigns

1.Define your goal

Without a goal, you can’t reach anywhere. It is important to set a goal for your PPC campaigns so that you can plan strategies accordingly.

Are you looking for brand awareness? Or, you want to promote products? Are you thinking about lead generation? Or, you want to increase sales?

For each goal, you need to plan a strategy to get achieve the desired results.

2.Target Audience

One of the biggest mistakes some advertisers make is trying to appeal to everyone. You need to understand that not everyone will be interested in your products and services. Every customer need is different from the other, therefore define a target audience whom you want to attract and sell your products.

Get an idea about their interests, behaviours, problems in order to provide a solution to them through your products.

3.Select the advertising platform

There are numerous digital platforms to run your PPC campaigns. The platforms could be Google AdWords, Facebook Ads, YouTube Ads, Instagram Ads, LinkedIn Ads, and the list can go on and on.

But, select the right platforms to showcase your business and connect with your target audience. You can always start with Google AdWords because people prefer visiting Google to search for something that interests them.

4.Keywords Research

PPC campaign revolves around keywords. Doing keyword research is extremely important for the success of PPC campaign. Get the keywords that clearly define your business and match people intent. Make a list of keywords that are most likely to be searched by your target audience, and most likely to results in clicks and conversions.

5.Use Negative keywords

Negative keywords and PPC campaigns go hand in hand. The use of negative keywords does two things. First, it shows your PPC campaign to the right audience to drive traffic, and second, it gives reasons to non- target audience why the PPC campaign is not worth for their clicks. So, you can limit the unwanted clicks and won’t lose money over unnecessary clicks.

6.Keyword group segmentation

A big mistake most people do is they throw all their keywords into one “Ad Group.” Pay attention to create tighter, better-organized keyword grouping for enhancing the relevance of PPC campaigns. For example, if your business provides both SEO services and online marketing, you can brand yourself as a digital marketing company.

The keywords group should answer the people queries and help your PPC rank higher in the search results.

7.Write a killer ad copy

Write a killer ad copy to make compelling PPC campaigns. Ensure that the ad copy is good enough to grab people attention and

The ad copy should highlight what makes it unique and should also include prices, promotions, and exclusives that entice customers to take action.

8.Call to Action

Order Now! Buy now! Learn more! Sign up! Shop now!

We all have across such phrases in online advertising. They are commonly known as call-to-action (CTA). CTA hook customers to take an action that advertisers want them to take.

Check out the Netflix compelling call to action button: “Try 30 days Free.” The text above the CTA button “Watch Anywhere, Cancel At Any time” clearly defines the characteristic of Netflix.

It is always better to get straight to the point with a strong call-to-action button without being dilly dally. You can let your customers know what they can expect when they click on the ad.

Ensure to make a call to action prominent so it can stand out and also link directly to the ultimate goal of PPC campaign- lead, sale or others. So, create a CTA that persuades the user to take the desired action that you are aiming for.

9.Create a powerful Landing Page

If a good PPC campaign isn’t converting, the problem could be the landing page. Creating a landing page usually has a huge positive impact on boosting response.

A landing page is a single page where a person arrives after they click on a PPC campaign. Make sure the contents of the landing page are relevant and relate directly to the PPC campaign, so the user will not feel cheated who made a click to take action.

A landing page with poor content fails to hold people interest. And, the chances of users bouncing off your site increase more, resulting to lose potential customers. That is why pay attention to optimize landing page with complete information along with the CTA button.

For instance, you want the user to purchase a laptop from you, the landing page should focus on that particular product with high-quality ad copy and easy option to purchase the product. A landing page should restrict options for a user to navigate away from taking action to make a purchase.

10.Evaluate quality score

Google AdWords has something called “Quality Score” to check the quality of keywords, PPC ads and landing pages to the viewer. Use the quality score to test the performance of your ads once it goes online. Be assured that your customers can understand the information easily that you want them to know through your ads.

Top 10PPC Tools to Analyse Your PPC Competition

Online advertising has become an area of interest to many advertisers. Every business is using some sort of online advertising to reach their customers and beat their competitors.

For instance, when you type a search query on Google, you might see 4-5 or even more number of AdWords that appears in search results.

It is not at all surprising to see many brands are in the same arena of business. But how a customer decides to choose a business online, depends on the visibility and performance of brands.

Therefore, if you’re getting started with PPC campaign, don’t forget to monitor competitors. Monitoring competitors can provide some insight to develop a strong marketing strategy. Getting to know your competitor’s strengths, as well as weaknesses, is the foundation on which you can develop a good strategy.

There is no shortage of competitor analysis tools in the market. But the right analysis tools can offer insights relevant to its own particular niche and contribute to competitive benchmarking.

Let’s know the top ten PPC tools to analyse your PPC competition. You just need to decide which part of your competitor’s business you want to spy on.


Ispionage is the competitive intelligence tool to provide accurate and up to date information about competing websites. You can check their online marketing efforts.

With an easy-to-use Ispionage tool, you can see how your competitors are running PPC ads. The number of PPC ads, the keywords they’re bidding on and the use of landing page to attract visitors.

You can see how ads are rank on search engines and the kind of traffic the ads are receiving. All such information helps you to identify the problem areas. And, you can come up with new ad campaigns that can increase traffic to your websites.


Wordtracker is a tool designed for keyword research. You can search over 10,000 keywords in every search as well as related keywords. You get the benefit to optimize your ads more effectively to outrank the competition.

If you are looking for more traffic to your site, explore Wordtracker to stake insights of competitors’ keywords, PPC, and SEO. When you review, you are in a position to identify the gaps and transform that gaps into opportunities for your campaigns. The tool also allows you to create a list of keywords and filter them.


Spyfu allows you to gain insights into your competitors. You can search for any domain and competitor. You can analyze which keywords your competitors are buying, their organic rank, and every ad variation over the last few years.

Some keywords are time-wasting money pits. Spyfu can spot patterns of many advertisers dropping keywords that haven’t been profitable for anyone. You can generate targeted keywords ideas

You can also view your competitors’ AdWords campaigns and learn from their successes and avoid their mistakes. Spyfu allows you to find the keywords most important in your market, increase your rank on specific keywords, start a new AdWords campaign, research your competitor’s marketing strategy, and plan a content marketing campaign.


If you want to reach the target audience via organic search, it is only manageable when you find the right keywords. The keywords strategy plays an important role in PPC campaigns.

SEMrush is an all-in-one solution for digital marketing professionals. The tool allows you to review your competitor’s top-performing keywords, discover new organic competitors, and observe position changes of domains.

With SEMrush, you can get insights into your competitors’ strategies in display advertising, organic and paid search, and link building. SEMrush helps small and large businesses to become visible to their target audience.

You will see which new SEO keywords helped a particular domain to enter the Google or Bing top 20 and the improved search terms that allowed the domain’s ranking to increase.

5.Campaign Watch

Campaign Watch helps you to see exactly what your competitors are doing. The tool allows you to track reports of top competitors and their marketing strategy.

You can easily review competitors’ visibility on the search engine, their position, recent ads, and landing pages. You can monitor your competitors and spot their key differences on the landing page and check which version works for you the best. You can get accurate competitive intelligence on your competitors.

You can also identify the keywords you and your competition are buying to make sure you have the most compelling conversion funnel.


Ahrefs is the research tool that allows you to monitor your competitors and your niche. Monitoring offers you an advantage to come up with effective strategies to grow your search traffic. The tool helps you learn why your competitors rank high on search engines and what you need to do to outrank them.

Ahrefs analyses your competition’s performance and landing page. Ahrefs shows you the exact keywords used by your competitors to improve their ranking in organic search and the amount of traffic generated by each keyword

You can track your keyword rankings based on any location you need, across desktop and mobile.

7.Search Monitor

Search Monitor is one platform enables companies to monitor ads across different search engines, shopping engines, and social networks. The tool discovers your competitors and can access brand bidding, product listing ads, SEO, SMO, shopping, and offer content, landing pages, display ads on mobile and desktop.

You can also discover your competitors in the cities and regions that matter most to your business. The tool can find out where competitors ads are running and how it is performing.

You can view keywords, prices, page rank, and get insights into where to spend your money.


SimilarWeb helps you to understand your market, your competitors, and your customers. You can track data about your competitors’ website, audience demographics, and marketing strategies.

SimilarWeb works for web and mobile app analytics. The tool helps to identify emerging trends and new players, understand consumer intent and journey, and discover new opportunities – partners, leads, or affiliates.


KeywordSpy is another tool that allows you to spy on your competitor’s keywords, domains, ad copy, and AdWords.

You can make a list of profitable keywords by analyzing your competitors’ keywords and accessing a massive database of related keywords and similar terms and phrases.

The tool also suggests specific keyword and ad combinations that are profitable for your business. You can easily analyze the competitive landscape by knowing your competitors’ PPC and organic campaign strategies in seconds.

You can take a free trial of this tool and see up to 10 keywords, ads, and competitor domains.


WhatRunsWhere helps you to keep an eye on your competitive set and ensure your advertising strategy stays effective in a constantly changing landscape.

The tool allows you to see the top performing ads in your market and niche, traffic sources, landing pages, ad networks, and more. You can also segment large brands and affiliate campaigns.

With WhatRunsWhere, you can discover winning strategies, learn which ads perform best, and build more profitable campaigns.

Top 10Keyword Research Tool

If you wish to reach the right audience through PPC campaigns, make sure to spend some good time on keyword research. Research to search for words and phrases related to your business so people can find you online.

To stay on the first page of search results, you have to improve your knowledge of keywords. There are some keywords that will support you to get maximum traffic of visitors, while some other keywords will prevent traffic.

It is better to know which keyword will work in your favor and which will not to reach a target audience.

There are plenty of tools that give you access to conduct proper research on keywords. So, when you have the option just pick it to improve your ranking opportunities.

1.Google Keyword Planner

This research tool from Google offers a solid starting point for keywords research. You can review anything and everything related to the keyword. The tool pulls all data directly from Google, which is the popular search engine for information and for people.

Just enter the keyword on Google Keyword Planner and find out keywords that help you to define your business. Words or phrases related to your business, products, or services, can put you in front of the target audience whom you want to reach through your ad .

For instance, if you’re providing a course on Digital Marketing, then find out which keywords can speak for your business and answer people queries. Keywords like Learn Digital Marketing, Best Digital Marketing Course, Top Digital Marketing Courses, can help you to reach your target audience.

2.SpyFu Keyword Research

The keyword research tool, SpyFu offers unlimited searches on keywords. The tool is able to provide you insights on keyword, related keywords, keyword groupings, AdWords, PPC campaigns and what makes sites rank on top of search engines.

With Spyfu, you can keep track of every competitor’s website in your niche and learn more about keyword and SEO strategies. You can download competitors’ most profitable keywords, paid ads and organic search.

Track the rankings of keywords, pick the best matching keywords, and use them for online advertising.

3.MOZ Keyword Explorer

You can do better research in less time with the MOZ keyword explorer tool. The tool helps to identify which keywords can attract traffic and improve your ranking on the search engine.

The suggestions you get on keywords, implement those to your website, web-pages, blogs, PPC, ad campaigns. MOZ Keyword Explorer makes it easier for you to discover and prioritize the best keywords to target.


SEMrush is an all-in-one research toolkit for digital marketing professionals. It provides an in-depth analysis of keywords, domains, link building, paid ads and much more data. You can easily incorporate tips into your digital marketing strategy and significantly improve your performance.

SEMrush helps small and large businesses to become visible to their target audience. The research tool gives you comprehensive data as well as suggestions to complete your SEO and PPC tasks.

It is trusted by Amazon, eBay, Quora, Booking.com, HP and more brands. With this incredible tool, you can discover websites’ audiences, traffic sources, geo, and visitor behaviour.

Certainly, with this tool you can create an advertising strategy to raise awareness of your brand among the target audience, and ensure your money is being spent wisely.

5.Google Trends

Google Trends helps you to explore what the world is searching. You can check out what are the hot topics right now. You can keep yourself updated with the latest trending searches and create amazing content that would interest people.

Get on the task of finding the right keywords with Google Trends, so you can develop the content marketing strategy to get the results you want. This keyword research tool, help you to reach the right customers and get more conversions with less effort.

6.SERPSTAT Keyword Tool

SERPSTAT keyword tool offers a list of proven and profitable keywords that helped your competitors and niche leaders to reach the top positions in search results.

You can determine the value of keywords by comparing it to different performance indicators, such as search volume, cost-per-click, competition level, or a number of search results.

The tool provides an easy-to-understand graph that shows people interest in a keyword and how it has been fluctuating over the last year. You get a better view of the popularity of any keyword and discover missing keywords you might want to add to your ad campaign.

SERPSTAT’s unique advantage is that it offers a potential traffic score for each page. You can find out what pages are showing up in search results for a keyword. You can also measure a page’s relevance compared to competing pages.

7.Google Correlate

Google Correlate has been around since 2011. The tool is often overlooked but can be very powerful for creating a large list of keywords.

Google Correlate is the opposite of Google Trends. With Google Trends, you type a query and get the latest trending searches. On the other hand, with Google Correlate, you enter the latest trending searches and get back a list of queries. The good reason to use this tool is the facility to see which keywords get searched together. So, considering this information you can get started to make your keyword list.

Marketers, anthropologists, economists, and many others use Google Correlate to study and predict human behaviour.


Some keyword research tools are meant for every type of website, while others are only fit for a particular type of site. This is where the tool IMforSMB fits in.

This tool generates keywords based on business type and location. This tool works best for local businesses because it’s designed with the idea to find local keywords. The tool has a unique method in which keywords are recommended.


If you are looking for a new business idea or want to dig into the deepest corners of your existing niche, it is going to be your power tool. Jaaxy is a useful research tool for managing all aspects of keyword, website, competition, and market research.

This keyword research tool helps you to discover unique, trendy, and new keywords that you would like to use to push your SEO and PPC campaigns to new heights.

It allows you to “spy” on your competition, so you can figure out why their websites are performing well, ranking high and pulling more traffic. You will get insightful data into their website’s structure, content, backlinks, ad placements, along with other information. All these relevant data can help you to plan strategies and beat your competition.

10.Google Search Console

Each keyword has the potential to drive inbound traffic from customers. Google Search Console allows access to keyword data in google analytics, so you get an insight which keywords generating traffic to your site and boosting your ranking.

You can get the performance report of the pages on your site that get the most clicks from Google and the exact keywords that brought users there.

It also shows how Google’s users are finding your content and how often they click on it. And it can reveal broken links that are harming the user experience.

Another easy feature of this tool is it allows you to view the queries driving traffic to a specific page.

1.What is PPC marketing?

PPC stands for Pay Per Click, it is a type of online marketing where advertisers pay when someone clicks their ads. These advertisers bid on a conscious value of a click which is related to the keyword, target audience and platforms where it is used on. This is a way of buying visits to your site rather than actually earning them organically. So, each time your ad is clicked, sending a visitor to your page, you pay a specified fee.

2.Nobody clicks on ads, so why have them?

What is PPC marketing?

It’s not only you who holds this doubt but a lot of other people on using the web space have the same doubt. It’s a misconception that nobody clicks on ads.

If nobody clicks on ads, then think how Google earns? From organic search results? Of course, not because Google doesn’t charge for organic search but gets its profits from PPC.

If nobody clicks on ads, why do thousands of business spend in Google AdWords. Obviously, businesses will not spend money without any reason.

PPC ads are a powerful tactic that drives traffic, lead and sale by taking people attention and answering their queries.

When people searching for any product or service online with the intent of buying and come across with your business that exactly serves what they want, they will click on PPC ad for obvious reason.

Every person who has ever searched for something online has clicked at least one ad in their lifetime. Some clicks may be accidental, most are not.

3.Why use pay-per-click marketing?

Pay Per click is helpful and also very essential for each business as:

  • Helpful for the searches: People don’t actually mind when paid ads are present on the screen as far as they are getting what they are searching for. In fact, paid searches get more clicks than other forms of advertising. Because at the end all they’re looking out for is their end result, they don’t mind whether it is paid or unpaid as far as it is relevant to what they are searching for. Cherry over the top, Google has developed a brilliant formula to ensure that PPC ads meet the users’ needs.
  • Helpful for advertisers: PPC gives advertisers a unique way of putting forward a message in front of their audiences who are actually looking out for their product type. As when people search something online, they reveal their intent towards searching for that specific thing. Also, with PPC marketing advertisers can measure the quality of traffic that results from the clicks.
  • Beneficial for search engines: PPC enables a search engine to cater to people and advertisers simultaneously. On the one hand the searchers comprise their user-base, on the other hand advertisers provide them with their revenue. The basic aim of engines is to provide relevant results while offering a highly targeted, revenue-driving advertising channel.

Also, PPC is used for achieving all types of campaign goals, but basically for:

  1. Increasing sales
  2. Generating Leads
  3. Promoting brand awareness

So, keep in mind PPC is all about relevance. Give the users all the specific products, services and information at the given time.

4.What type of businesses should be using internet advertising and why?

Typically, all types of businesses should use internet advertising as it has a lot of advantages.

Given below are 5 traits of different types of businesses that usually see great results and generate greater ROI from the paid form of marketing. So, look below and find your match so that you can start working towards your marketing channel:

  • Business with high customer lifetime values like dentistry, doctors educational institutes and online certification programs, Internet and cable providers
  • Business with high margins on a single purchase like home appliances, cars, lawsuits, repairing services and technical equipment’s.
  • Business with elusive products that are hard to find. For instance, products not available in one country but are sold highly in a different country.
  • Business with a diverse range of products via one company like e-commerce retailers Amazon, eBay, Flipkart, Snapdeal and departmental store.
  • Business with seasonal trends and event management like seasonal collection of apparel, seasonal collection of perfumes, events like wedding, anniversary, birthdays, parties so on and so forth.

But if your business doesn’t fit in any of the above you need not worry as PPC is suitable for every business type.

5.How does a paid search campaign work?

A paid search campaign basically starts with keywords research. For a successful paid search campaign, selecting the right keywords is an integral part that can’t be ignored. You need to create relevant text ads for a paid search campaign, so focusing and bidding on the relevant keywords is like winning on your whole campaign. The keywords will place your ad in the search results when people search on related terms related to your products and services.

6.Why is Facebook’s click-through rate less than Google’s?

Facebook’s ad click-through rate (CTR) is comparatively low than Google because Google is the most used and popular search engine in the world. Google ad is a paid search whereas Facebook ad is a paid social search. Google ad is text-based that works around keywords. Advertisers bid on keywords- specific words and phrases that receive more search queries by people. AdWords shows up in front of the people based on the keywords and search terms that they enter into Google.

Unlike Google ads which help businesses get traffic and lead via keywords, Facebook ads help businesses to find customers based on people interest and online behaviour. The main difference between Google AdWords and Facebook ads can be understood in this way. AdWords helps businesses to find new customer, while Facebook ad helps customers to find your business.

7.Why does the sponsored search have higher CTR than banner ads?

Sponsored search ads are more audience targeted, while banner ads are less targeted. The keyword bidding system allows advertisers to appear at the right place, at the right position, and among the right audience. And, advertisers don’t mind paying the price to get the space and position in search results through keywords bidding.

Sponsored search ads appear instantly to customers who search online with the intent of buying. The moment someone enters a keyword on a search engine, the very moment the ad shows up on the top of search results.

Banner ads are usually put on websites, so customers might not get to see your business immediately, unlike search ads.

8.Why is Google PPC bigger than Bing/Yahoo PPC?

Google PPC is more significant than both Bing and Yahoo PCC for the simple reason that Google is the world’s most popular search engine. It also has a greater share of the search engine market.

Google is where people search for anything and almost everything. People search for what to do, where to go, and what to buy.

So, a PPC on the most wanted search engine naturally offers you much greater reach and you can turn people into valuable customers.

Due to this reason, many advertisers focus all their PPC efforts on Google PPC. The average CPC on Google is also higher than on Bing.

9.How much does Google ads cost?

Your budget settings determine the cost of your Google ads. Google ads are very much budget-friendly, which means it can work with almost any budget. You will be only charged when people click on it to take a call to your business.

The cost of a click can differ based on a few factors. With Google ads, there is no minimum spend requirement, and lengthy contract – you can stop your ads anytime whenever you want.

10.Why do I need a paid search campaign?

Paid search campaigns can increase the visibility of your business on search engines and traffic to your website. The biggest benefit of the running paid search campaign is your company or business can appear at the top of the search engine results page. You can get in front of customers when they are searching for businesses like yours on Google Search and Maps.

Moreover, you will be paying only for clicks on your ad campaign. If you have enough investment, a paid search campaign can get you to the top of search results. If you know your way around the platform, you can set up a PPC campaign in less than an hour and appear immediately in the sponsored results.

11.I heard that paid search is expensive. How much does a campaign cost?

Paid search can be expensive or inexpensive, and it all depends on how you plan ad campaigns to be. Some businesses are willing to spend tens of thousands of dollars a month, while others are comfortable investing several hundred.

With more investment, you can get more traffic of visitors to your website and the higher visibility in the search engines.

In the case of financial constraints, you have a fair chance to set your own budget. It’s ultimately your call what price you want to set to pay when someone clicks your ad. And, you can change the budget whenever you like. There is no obligation, so you can pause, end, or adjust your campaign at any time with no cancellation fees.

It is always wise to begin campaigns with a budget that is comfortable but not too risky. Your budget should expand if the results achieved are positive enough to justify the greater investment.

12.I already receive traffic from natural search, why should I consider paying for Pay-Per-Click ads?

Though you have received traffic organically to your website, you can still consider PPC for the growth of your business.

Don’t think PPC is only for generating traffic. Well, you can use it for other purposes too like increasing your brand awareness, brand promotion, selling products and services, protecting your business and staying ahead of your competition in your niche.

13.I have a small business in a specific geographic area, can PPC advertising bring me business?

It is more difficult for small businesses to gain visibility. With PPC, it becomes relatively easy for small businesses to rank well in organic search results

If you run a small-scale business that caters to the target audience within a specific area, you can get an edge over your competitors by advertising your business online using local PPC.

When people search for products or services “near me” your business will show up. The objective of Local PPC is to target people within your service areas or drive people physically to your place of business.

Service-area and retail businesses commonly utilize local PPC as part of their digital marketing strategy. These types of companies often also reply on Local SEO to rank in Google Maps. Targeting and understanding prospective customers based on data, such as postal codes, can help you better optimize your Google AdWords Campaign

You can also customize advertisements in the local language if supported by it. You can specifically target a niche market with focused goals that will ensure a high ROI for you.

14.Why is competitor analysis so important in PPC?

The business world is survival of the fittest. And, whatever business you are in, if you aren’t monitoring your competition in the marketplace, then you are putting your business at risk.

Competitor analysis is essential to assess the strengths and weaknesses of your competitors. Researching about your competitors and finding out relevant data of their PPC strategies or social media campaigns, help you to come up with effective marketing campaigns.

You can get an advantage over your competitor if you research on your competitor’s Google Ads, the keywords they are using, the ad text, cost per click, landing page so on and so forth.

There are several online tools to analyse your PPC competition, so you can create PPC that benefits you.


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