Everything You Need to Know about PPC Advertising

By Chrissie Joslin on September 7th, 2022

If your business relies heavily on online presence to attract sales, PPC advertising is an essential marketing strategy to have under your belt.

Here, we offer an expert guide to PPC. This includes, how PPC digital marketing works, examples of good conversion rates and how to measure the success of a PPC campaign.


What Does PPC Stand For?

PPC stands for pay-per-click advertising. This method of digital marketing allows you to pay a fee to have your website appear at the top of a search engine results page (SERP).

The amount you pay will depend on whether or not people click on your ad. For example, if nobody clicks on your ad, you’ll pay nothing, if 20 people click on your ad, you’ll pay-per-click.

Essentially, PPC advertising offers businesses the ability to buy visits to their site rather than earning them through organic SEO methods.

What Are PPC Campaigns?

PPC campaigns are created to achieve a variety of goals, including increasing sales and leads and promoting brand awareness.

The first step to drafting a successful PPC campaign is to conduct adequate keyword research. Exploring and analysing the most relevant keywords will allow you to invest in only the most applicable terms for the services you offer. This will, in turn, result in a higher number of clicks and, over time, an increase in profits.


How to Do Keyword Research for PPC

Establish your goals

Before you begin conducting any research, it’s important to first define your PPC keyword strategy. Consider the actions you want visitors to take, and how many clicks you want to gain in a set amount of time.

Setting these clear objectives will help you understand your visitor’s intent, making your PPC campaign increasingly successful over time.

Categorise your keywords

Keywords can be categorised into four groups: brand terms, generic terms, related terms and competitor terms.

When brainstorming ideas for your PPC keyword strategy, put yourself in your customer’s shoes. What kind of keywords might they need to type to bring them to your site? Why might they require your services? As soon as you come up with a new suggestion, pop it into one of the categories listed above to keep everything organised.

Start first with broad keywords and slowly branch out to more specific phrases. For example, you might start with ‘root canal treatment’, this would then expand to ‘root canal treatment Manchester’, then, ‘root canal treatment cost manchester’, and so on.

Include service-related phrases

This might seem obvious, but it’s extremely important to ensure that all of the phrases included in your PPC keyword strategy are directly related to the services you offer. For example, if you offer teeth whitening, you should include topics that individuals seeking that treatment might search for. These may include terms like, ‘non-invasive tooth whitening treatments’, ‘how to maintain white teeth’ and ‘foods to avoid after teeth whitening’.

Consider voice-led queries

It’s also worth taking into account the growing number of voice-led queries being entered into search engines. People are increasingly speaking into their phones on the go, asking questions in a different way than they would if they were typing.

You should therefore consider incorporating terms that reflect the way people speak into your PPC keyword strategy.

High volume, low competition keywords will likely trigger the most success. These terms will drive traffic to your site, without costing your company a substantial amount of money.

Negative keywords

Negative keywords are search terms that you don’t want your ads to show up for. To ensure your ads are only being targeted at people who are likely to complete a purchase, it’s important to consider these phrases in your PPC keyword strategy.

For example, a high-end private dentist would only wish to target customers looking for superior dental care, so would add terms like ‘cheap’ to their list of negative keywords.

What is a Good Conversion Rate for PPC?

Your PPC conversion rate is the percentage of your PPC traffic that turns into paying customers. For example, if your site attracts 100 clicks in August from PPC ads and 10 of those complete a purchase, your conversion rate would be 10%.

According to WebFX here, in 2021, the average Google Ads PPC conversion rate was 3.17%.

To increase your PPC conversion rate, you’ll need to gain a greater understanding of the journey your customers take to complete a purchase on your site. You’ll also need to start asking yourself questions like, what does my audience want? What’s their budget? And, how quickly do they require our services?

You should then consider steps you can take to solve any issues you may have discovered during that process. This could be by optimising certain pages on your site to make it easier to navigate, or increasing their trust in your brand by including customer reviews on your homepage.

How Can PPC Increase Your Sales?

Investing in PPC advertising increases the chances of your site being noticed by potential customers as they browse online. PPC can instantly expand your online presence, driving traffic and improving PPC conversion rates.

At VOOBA, we’re pleased to offer PPC Advertising Services to businesses just like yours. Our dedicated PPC team can help you produce successful campaigns, ensuring your business effectively reaches its desired target audience.

If you’d like to find out more about what we can do for you, please do get in touch. Call us on 01798 667167 and speak to one of our knowledgeable, friendly team members today.

(+44) 01798 667167