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7 Pay Per Click (PPC) Marketing Tips For Beginners

7 Pay Per Click (PPC) Marketing Tips For Beginners


What is pay per click (PPC) marketing? Pay per click marketing is a way of using search engine advertising to generate clicks to website, rather than getting clicks organically. In an internet advertising Pay Per Click (PPC) is also called cost per click (CPC) in which advertisers pay website owners or search engines whenever their ad is clicked and sending visitors to destination URL (landing pages). In simple words it is the amount spent to get an ad clicked. With search engines, advertisers typically bid on keyword phrases relevant to acquire more customers.

Pay-per-click (PPC), along with cost per impression and cost per acquisition, are used to assess the cost effectiveness and profitability of internet marketing. Clicks are a way to measure users attention and interest.

Ads seen at the top and right hand side of Google’s search results page, marked with a yellow label.

Below are 7 tips for successful Pay Per Click Marketing for beginners:

#1: Use the Right Keyword Matches

Pay per click (PPC) marketing campaign allows to add keywords using the match types mentioned below.


 Match types

This match type chart shows broad, phrase, exact matches, broad modifier and negative matches.

How does match type matter? It matters because the type of match advertiser use will have a big impact on ads. A broad match will deliver more impressions, but it will be more imprecise or irrelevant since it will show up for terms that aren’t a tight fit for products or the ad. On the other side, phrase and exact matches often provide low impression and a higher conversion rate, which means the ad reach will not be as one intends for.

In a niche market, use of exact match is a good option as people looking for what advertisers are selling is low, so if they limit too much with exact matches. On the other hand, if they have too many broad match keywords, then they may not get a high ROI on their Pay per click (PPC) marketing campaign. PPC campaign allows to use negative keywords as a way to exclude keywords that are not a good match for product.

For example, an e-retail store that sells women’s running shoes but not casual shoes, won’t want ads to show up on searches for “women’s casual shoes” but do want them to show up on searches for “women’s shoes.” Thus, add “casual” as a negative keyword, and the ads won’t be shown for any searches that include the word “casual”.

Negative keywords can be added at both the campaign and the ad group level. Thus, if a word should be excluded from only one particular ad group, then exclude it at the group level, but if wants to exclude from the entire campaign, then can do that as well.

A good approach for Pay per click (PPC) marketing campaign is to start with creating a mix of these match types i.e. to create different ad groups for each match type and check their ROI. Next, add negative keywords at campaign level or ad group level and compare the new results with earlier one. If a keyword still isn’t getting enough impressions and conversions then eliminate that keyword from your campaign.

#2: Design Relevant Landing Pages

A homepage is not a landing page. It is advisable not to send targeted users to a non-targeted homepage. Create a simple landing page that picks up right where ad left off users and they get what they are looking for (as was mentioned in the ad). By landing users to irrelevant page with unnecessary content don’t confuse and lose your visitor and potential sale. A good landing page should have a strong headline and a clear call to action. It should have the word and deals which are relevant to the keyword user searched for and images if any.

Here beginners should note that Pay per click (PPC) marketing, is all about relevancy and the ease to find what users are looking for. Page design matters, but relevancy is way more important in creating an effective landing page.

#3: Do Not Just Aim For High Click through rate (CTR)

In Pay per click (PPC) marketing campaign the most obvious measure is the percentage of time that a displayed ad is clicked. The click rate is low if a single click is received for every ten thousand times an ad is displayed, on the other hand click through rate (CTR) is great if you get a click one out of four times. But beginners keep in mind that the click through rate (CTR) is useless by itself if it’s not generating lead/conversion. Click through rate (CTR) largely determines the cost of campaign as the advertiser needs to pay each time ad is clicked. Advertiser could be getting thousands of clicks and not making a single rupee out of that or could be pulling limited number of clicks and generating high revenue. So the bottom line in a Pay per click (PPC) marketing campaign is how well their spending generates income. Advertiser’s prime focus should be on converting visitor to their customers and not just on getting high click through rate (CTR).

#4: Incorporate the keyword into the ad as much as possible

Make sure to incorporate the keyword into the ad copy as much as possible. This helps ad to grab users attention who are searching for the phrase that advertisers are advertising. It is good to have keyword in the title for the ad as the first thing user will read is the headline. If the term they’re searching for is highlighted in the ad title chances high they’ll keep reading to find out what the rest of ad is about. Advertisers may also use the keyword in the display url or ad description to grab users attention. Beginners note such strategy for Pay per click (PPC) campaigns gets better results.

#5: Trust Numbers More than Creativity

It is general human tendency to look at their work as perfect; same is the case with advertisers who find no problems with the ads created by them. That’s fine, unless the numbers also sates the same. So, advertisers should always test their ad copy. Instead of creating just one ad and believing it to perfect, advertisers should try two or more different variations of the ad; like ad with the same headlines but different body, or the same ad but a different call to action.

Testing different variations will help to know what works best. Sometimes mentioning a benefit will increase click through rate (CTR) and/or conversions and other times a different headline will improve results which advertisers cannot decide without testing. And once the ad has a good number of clicks select and run the ads depending on your business objective, which may mean the highest click-through rate (CTR), the highest conversion rate, or the lowest cost per acquisition (CPA).  And turn off the other ads, change the ad copy again and start testing again for greater results. In Pay per click (PPC) marketing campaigns this kind of testing can eventually lead to doubling conversion rates and reducing cost per acquisition (CPA).

#6: Bidding on One’s Own Brand

Many a times advertisers assume that since already people are aware and have good impression about their brand, they do not create Pay per click (PPC) campaigns for their own brands and don’t advertise for it. Not realizing that if they aren’t advertising for their brand, other companies might use that for their advantage. Other companies’ may use 1st companies brand name in their ads and target and/or convert brand customers as theirs. Yes, brand may rank first for the organic term, but their competitors may be advertising directly above that organic result. So, it’s good to bid the highest for one’s own brand since people who are searching for brand  are the most likely to get converted if they don’t find them.

Example: If Dell Co. only use search engine optimization (SEO) to appear in organic search results ignoring Pay Per click (PPC) marketing campaigns, other players (ecommerce companies) who are also selling Dell products may use this as an opportunity and appear above Dell organic result. And thus try and convert Dell customers into theirs.

#7: Know Your Competitors

In Pay per click (PPC) marketing it’s a good idea to know who the competitor is, their ads, keywords used by them and how their landing pages look like and compare it with their own landing pages. Advertisers should put themselves in their customers’ shoes and now see which ad they are most likely to click on. Which ad is the most appealing one? Which one would they click as a customer? Take some notes and figure out what improvement can be done in their own landing pages. And then make changes if required like better design, a cleaner look and feel, security factors, easy navigation and any other.

Beginners remember that keeping a note of competitors ads & landing pages helps advertisers create new ads/landing pages or make changes to the existing ones and test them against old ones until higher conversion rates is achieved.


To build a successful Pay per click (PPC) marketing campaign some work needs to be done. Starting from doing keyword research to right keywords selection, creation of campaigns and ad groups using those selected keywords and landing page set up for generating conversions. Advertisers with relevant and successful Pay per click (PPC) marketing campaigns are rewarded by search engines by charging them less for each ad clicks leading to advertisers higher profit. So for beginners it’s important to learn how to do it right and the above tips would be of great help.

Image Credit: Google

There are 2 comments

  • 4 years ago

    Tristan   /   Reply

    Yeah, it’s a great help for a beginner like me. But, do you have any tips on creating ppc campaigns with geo-target?

    • 4 years ago

      Dhiraj Kumar Kejriwal   /   Reply

      Thank you!! Good to hear that.
      Now, answering your question; Just like you want your ad to be shown up only when your keyword is searched similarly you will want your ads to be shown only in location where it would make sense to people (your target audience) and get you high conversion rate. For example; if you run a small real estate business, you would like to your ad to be shown to people of your city or may be a few near by cities but not entire country. So, target people based on your business objective.
      Pls, let me know if you need more input.

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