Pay-Per-Click (PPC) advertising is a great way to boost your business’s search engine rankings. Investing a certain amount of money in ads can improve your visibility online and potentially increase your sales. PPC is all about getting your product or service in front of people who are actively looking for it, and it can be a powerful tool for creating a positive public image for your brand.

Why Use Pay-Per-Click Ads

Using PPC for search engine marketing can provide you with more data points than organic SEO. Still, it’s important to remember that the process can be just as complex and demanding as organic search optimisation. Plenty of tools can help you set up campaigns, but be sure to research and weigh the pros and cons of each suggestion Google makes. Ultimately, going against Google’s recommendations may be the best way to save money and get the best results.

When to Use PPC

If you need quick results, you should use PPC rather than organic SEO. With PPC, you can easily turn on and off the visibility of your results, making it perfect for timed campaigns. Additionally, PPC is great for selling physical products with shopping ads.

Furthermore, you should use PPC to support organic SEO results; even if you rank number one for a keyword, you can still benefit from the 30 per cent of people who click on paid results. Finally, PPC can give your brand more credibility, similar to advertising on TV.

How to Run a PPC Campaign

Working with an experienced PPC specialist is a wise decision if you want to take advantage of your AdWords. PPC is ever-evolving, so it’s crucial to keep up with the latest changes and trends. With professionals knowledgeable about the field, you can rest assured that your campaigns will be updated and optimised for optimal performance.

Here are four tips for running a PPC campaign:

  • For keyword analysis, use the keyword planning tool in Google Ads to identify the most relevant and effective keywords for a particular advertisement or marketing campaign. This tool will help you analyse search terms and phrases related to the topic and determine which ones are most likely to generate the highest number of clicks and conversions.
  • Organise the different services your business provides into distinct advertising campaigns. Group the relevant keywords to create targeted campaigns for each service.
  • Choose words related to the products or services you are advertising but which you do not want people to find your advertisement for. This will help ensure that your ad is only seen by people who are likely to be interested in your product and services, not by those who are not.
  • Creating a Google Ads account involves creating campaigns and ad groups. You should create ads related to your chosen keywords and set a budget for your campaigns.


PPC is an important tool for online marketing, and when used properly, it can be a highly effective and cost-efficient way to attract customers and increase sales. With proper management and optimisation, PPC can be an invaluable asset for any business, and this guide will help you get the most out of your PPC campaigns.

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