Power Of PPC Advertising: Driving Results With Pay-Per-Click Ads

Your Comprehensive Guide to Pay-Per-Click Advertising

Consumers now rely on search engines before buying, prompting businesses to use digital marketing to boost traffic. In Australia, 96% of marketers invest in PPC, with 80% using Google Ads. Yet, proficiency levels remain unclear. Despite its complexity, PPC helps businesses shine. Discover more about PPC and its benefits. Explore its mechanics and top platforms in this guide.
  • Mel Gibbons

    12 April, 2023

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What is PPC?

At its core, PPC is a digital advertising model where businesses place ads on various platforms and pay a fee each time a user clicks on those ads. Platforms like Google Ads enable advertisers to direct users to specific landing pages, facilitating targeted interactions with potential customers. By strategically targeting audiences, PPC campaigns can generate quality leads and enhance Return on Investment (ROI) by guiding users through a seamless journey.

Benefits of PPC Advertising

  • Immediate Visibility: PPC advertising delivers instant visibility by showcasing your brand to potential customers when they search for related keywords. Your ads appear above organic search results, bringing instant traffic to your site. This quick exposure can boost clicks, conversions, and brand recognition, ensuring a fast return on investment.
  • Reach Specific Targeted Audiences: PPC ads provide a focused way to reach target audiences, offering multiple advantages. By utilising detailed targeting options like demographics and interests, PPC ensures ads are seen by the right users, boosting conversion rates and ROI while optimising ad spend on engaged audiences.
  • Controlled Budgets: Carefully managing budgets in PPC ads guarantees efficient resource allocation, maximising ROI. With set daily or campaign spending limits, businesses avoid overspending and maintain financial discipline. This strategy enables precise targeting, reaching relevant audiences within budget constraints, optimising cost-effectiveness, and driving more conversions.

Types of PPC Ads

  • Search Ads: Text-based ads that appear prominently on search engine result pages in response to specific keywords or phrases, driving high click-through rates.
  • Display Ads: Visual ads comprising images, videos, and animations, strategically positioned within the Google Display Network to bolster brand visibility and drive traffic. Instead of CPC, display ads are paid for on a cost-per-impression or Cost-Per-Thousand-Impressions (CPM) model. Therefore, the advertiser only pays after the ads get the specified number of impressions.
  • Video Ads: Engaging ads showcased across various platforms, including YouTube, captivating audiences with compelling content and calls-to-action.
  • Re-marketing (Re-targeting): Tailored ads aimed at re-engaging users who have previously interacted with your website, fostering conversions and bolstering sales.
  • Shopping Ads: Visual product advertisements displayed when users search for specific products, providing detailed information and enhancing targeting precision.

How does PPC Work?

PPC operates on the premise of bidding on keywords to trigger ad displays on search engine result pages. Advertisers strategically select keywords, create compelling ads, and set bidding parameters to ensure optimal visibility. Google’s complex algorithm evaluates bids, ad relevance, and quality to determine ad placement, facilitating efficient and targeted advertising campaigns.

PPC Models

Pay-per click advertising rates are based on two models.

1. Flat Rate Model

A flat-rate PPC model implies that each click has a fixed price you pay the publisher. Different areas of the website are subject to their own PPC rates, and publishers are willing to negotiate prices. You pay a lower fixed rate if you enter a long-term/high-value contract with the publisher or PPC Company.

2. Bid-Based Model

In a bid-based PPC model, advertisers place bids with the maximum price they pay for advertisements. Publishers use automated tools that run bid auctions upon a user triggering the ad spot. The highest-ranking ad wins the auction regardless of the money paid. The ranking relies entirely on the quality of content you offer as an advertiser. Therefore, the content must be relevant for the bid to succeed.

Top PPC Advertising Platforms

  • Google Ads: Harness the reach of Google’s search engine and display network to engage with a vast audience and maximise ad exposure.
  • YouTube Ads:

YouTube is part of the Google Display Network and mainly promotes video ad content. Therefore, YouTube ads take multiple formats, including:

  • Skippable Ads
  • Non-Skippable Ads
  • Bumper Ads
  • Sponsored Cards

Microsoft Advertising: Reach potential customers on the Bing Search Engine and Microsoft Advertising Network, tapping into a diverse user base. You can purchase these ads based on PPC or pay-per-impression model.

Facebook Ads:

Facebook is the leading social media marketing platform with over a billion users. Advertisers use audience interests and behaviour to promote their products and services on Facebook. These ads appear on the user’s news feed and stories and are broken down as follows:

  • Image and Video Ads
  • Carousel ads
  • Slideshow ads
  • Instant Experience ads

Importance of PPC Advertising

PPC advertising offers a multitude of benefits, including rapid results, precise audience targeting, measurability, cost-effectiveness, and versatile ad formats. By strategically implementing PPC campaigns, businesses can amplify brand visibility, drive traffic, and achieve tangible business objectives with unparalleled efficiency.

How to Build a PPC Campaign

Now you know the basics of PPC models and the right platforms to use, we will look at ways to create a quality PPC campaign for Google Ads. Working with a PPC company is advisable to ensure your marketing campaigns remain effective.

1. Set Parameters

Setting parameters ensures that PPC campaigns are in line with your business goals. Consider what you expect from paid ads and their contribution to achieving specific goals. Think about brand awareness, website traffic, sales, and how much you pay to reach your objectives. When setting parameters, the ads should include the following:

  • Your target audience.
  • Campaign themes.
  • Ways to measure success.
  • Type of campaigns.

2. Create Goals and Goal Metrics

Measuring campaign goals shows the effectiveness of your PPC ad expenditure. Goal metrics are unique from campaign metrics, and this PPC guide highlights ways to measure specific PPC goals.

  • Brand Awareness: Display ads are great for building brand awareness, and surveys, direct traffic and social engagement are ideal for measuring this goal.
  • Lead Generation: Each ad group must have a separate landing page for users to follow up on the paid ads quickly. The proper goal metrics for lead generation would be tracking lead conversions in Google Ads via UTM parameters or tracking pixels.
  • Sales: If your PPC campaign aims to increase sales, track product and service sales based on traffic from paid ads.

3. Choose Campaign Type

After identifying your target audience, you will need to find ways to advertise to them. There are multiple PPC advertising options, and your choice depends on where you want to reach your target market. However, the best campaigns combine various ad types for a result driven PPC campaign.

4. Keyword Research

Each ad group must contain targeted keywords for search engines to determine where your ad features. Add one to five relevant keywords per ad group to increase the quality score. In addition, the ads should reflect the theme of the ad group. Although getting everything right on the first try is impossible, the best PPC company assists brands in curating the best campaigns.

5. Set Up Google Analytics and Tracking

Google Analytics gives insight into your website performance, user interaction and content relevance to the target audience. A display advertising agency in Adelaide uses this data to improve your PPC marketing.


Whether starting a new business or expanding an existing one, PPC guarantees the much-needed boost to stay ahead of the competition. If not, you will always be the first on the SERPs since PPC advertising is profitable and with benefits that other digital marketing techniques lack. Working with a PPC agency in Adelaide takes a shorter time for you to start since you have the proper guidance. All the information in this guide will help you improve your website ranking and boost traffic and conversions.

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