The Ultimate PPC Basic Guide for 2024

On January 23, 2024
PPC basic Guide

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You have heard about PPC marketing and how good it is for marketing your B2B business. But PPC is a vast and overwhelming topic that you can easily get confused and lost. In this situation, this blog will provide you with the ultimate PPC basic guide to help you know more about the PPC campaign. 

Fortunately, you have come to the right place to learn about the PPC and how it can help boost your online presence. 

In this blog, you will get detailed information about the measurement of PPC campaigns, types of PPC campaigns, benefits of PPC, and best PPC practices that can help you get a quick return from your PPC effort. Keep reading the blog!

30-Second Summary

The ultimate PPC basic guide will help you know about the PPC campaign and how it can help your business. In this guide, you will learn about the workings of PPC, the benefits of PPC campaigns for your business, types of PPC campaigns, PPC best practices, measurement methods of PPC, and PPC marketing tips. 


What Is PPC and How Does It Work

PPC (pay-per-click) has become the gold standard for all sizes of businesses to reach new customers, drive website traffic, and advertise their services. 

PPC is one of the most common forms of advertisement on Google and social media platforms such as Facebook. Let’s start with the basics: what is PPC? 

Per-pay-click is an online advertising model in which marketers pay a fee each time the user clicks on the ad. There are several platforms where PPC ads can be found. 

The platforms are the search engine and social media networks. Each of these platforms offers various ad formats, such as search ads or display ads. 

How does PPC advertising work? PPC advertising allows marketers to create ad campaigns to target specific demographics, locations, and consumer interests. Then marketers bid the specific keywords they want these ads to appear for on search engine result pages. 

Once marketers set the maximum cost they are willing to pay per ad click, then they go into an auction with another advertiser who wants to bid on the same keywords. 

After that, the ad auction uses the complex algorithm of ad quality, relevancy, and bid amount to determine the order in which ads are shown.  


Types Of PPC Marketing

PPC marketing can be highly profitable for your business if the right strategy is used for it. It is essential to be aware of the PPC features so that your company can get effective benefits from such a marketing strategy. In this PPC basic guide, you will learn about the types of PPC marketing

Types of PPC Marketing

1. Search Ads

One of the common types of PPC marketing is paid search ads. In this type, advertisers choose the keywords they want to show on Google. Then, they tell Google Ads what ad copy they want to show when a user searches for their keywords.

Additionally, also consider the maximum amount of bid if their ad is clicked. PPC search uses the auction system, which considers how much the advertiser is bidding on the search keyword and also looks at the other equality factors. 

2. Display Ads

Display advertising is another form of PPC marketing where the advertiser can show their products and services to the target audience while they are browsing the internet. 

In this type of advertisement, your ad can potentially appear in those users who are currently searching for your products and services. Therefore, the display ads have a lower rate of conversation than the search ads. 

3. Remarketing Ads

A remarketing campaign shows your ads to those people who are previously searching for your site. As the user has always shown their interest in your business, a remarketing campaign is important to grab such customers. 

It is often used to bring customers who were close to converting back to your sales funnel. To remarket your customers, you can add image ads or video ads.   

4. Paid Social Ads

Paid social ads include showing off the ad to the people who are browsing the social media website. Several social media platforms offer PPC advertising services. Some of the common social media platforms are Twitter, Facebook, Instagram, and LinkedIn.

Furthermore, paid social ads offer different social ad types with varying sizes. They will allow you to create video ads and image ads. 

5. Video Ads

Video advertising has become one of the important parts of digital marketing. According to the study, 85 % of businesses use video advertising for PPC marketing. One of the benefits of video advertisement is to get your video for people who are not aware of your business services and products. 

In this advertisement, you may not need to build the target audience. If you are considering starting a video advertisement, YouTube is one of the most effective ways for this purpose. The reason is that it has 2 billion active users. 


PPC Best Practices

Reviewing the PPC best practices is an important way to keep up with the trends and improve performance. 

As you review, you will find new strategies and features to incorporate into your search-paid program as well. In this PPC basic guide, you can learn about the PPC best practices. 

PPC best practices

1. Budget Review

One of the best PPC practices is to review and evaluate the distribution of the paid media budget. There are many ways that can help best utilize your budget. 

Firstly, reconcile your planned and spending budget for each campaign on a regular basis. It will help eliminate the poor performance campaign to free up the budget for other campaigns. 

Secondly, if your paid media campaign is providing mediocre performance, it is important to choose other campaigns. Thirdly, make sure that your company is running the right campaign that can help reach new customers. 

2. Review New Features in Google Ads

Every year, Google brings new features to search ad platforms, so it is essential to review new features in Google ads. Don’t overlook these two new features: video extension and multimedia ads. Video extensions appear next to an ad as a thumbnail and expand into a full video when it is clicked.

3. Keyword Match Types

Recently, google changed the keyword match types, including the continuing brand match modifier and expanding the reach of the phrase match. Now is a perfect time to revisit your keyword match type strategy. 

During the revisiting of your strategy, it is important to review the technical keyword changes and determine if they are added to your account. You should also need to know everything about the Google phrase match.

4. Learn to Use Scripts

PPC managers should learn to automate the repetitive tasks added to your Google ad accounts using the scripts added to your account. Luckily, you don’t need to get a degree in computer science to use the scripts because there are plenty of resources available for online scripts or templates.  


How To Measure PPC Success?

There are a few key metrics that are used to measure the PPC campaigns. Monitor and nurture those metrics to get the most out of your PPC campaigns and ensure that they meet your B2B marketing goals.

In this PPC basic guide, there are a few metrics to measure your PPC campaign.

how to measure ppc campaign

1. Quality Score

Quality score is a rating that shows how relevant users are likely to look at your ads as compared to other advertisers. 

A low-quality score means that you need to make changes in your keywords, ads, and landing page. On the other hand, a good quality score does translate to more authentic and qualified leads.


2. Impressions

Impressions are counted when some users view your ads instead of just clicking on your ads. Impressions can tell if your ad is reaching the audience and increasing brand awareness. A high impression but low click means that the user is not finding your ad relevant enough to click. 


3. Click-Through Rate (Ctr)

Another important metric to measure your PPC campaigns is the click-through rate(CTR). CTR measures the number of clicks your ad receives in every 100 impressions. A good CTR indicator shows that your ad is being well received. A high CTR also contributes to a high-quality score. 


4. Conversion rate (%)

Conversion estimates the number of visitors who converted after they clicked on your PPC campaigns. It shows if your PPC ads are leading the audience to take the action you want from them. Conversion rate is one of the most effective metrics to ensure the PPC campaign’s success across marketing channels. 


Advantages Of PPC

The PPC basic guide will also help companies to know why use PPC advertising and the advantages of PPC for their business. In this section, you will learn about the benefits of PPC advertising for your business. 

benefits of ppc ads

1. PPC Ads Can Be Highly Targeted 

Paid ads allow you to target the audience with the specific location, demographic, interstate, and even devices used. Advanced targeting will help your company reach new customers and connect with the buyers. For brands with large audiences, PPC ads help brands become more recognizable within the niche. 

2. PPC Ads Produce Measurable Results With Greater Control

Unlike organic factors such as the seo, the PPC ads will help drive traffic to your website immediately. Once your PPC ad is live, you can monitor quality in real-time. Additionally, you can also access the ROI of PPC keywords and campaigns at a granular level.

3. Improve Marketing Efforts 

PPC ads are less volatile to algorithm updates that can impact other marketing initiatives such as the seo. It can also rank despite a low domain rating.

Furthermore, the data captured by the PPC campaign will help enhance the search engine marketing efforts, especially the keywords for seo optimization.

PPC Marketing Tips

Having effective PPC advertising tips helps your business increase sales, raise brand awareness, and differentiate yourself from the competition. In this section, you will learn about effective PPC marketing tips. 

PPC marketing tips

1. Define Your PPC Goals

Establishing your goals is one of the important PPC strategies. Once you establish the goal you want to achieve, it can become easier to achieve your desired outcomes. Here are some common marketing goals. Raising brand awareness, increasing sales, and increasing web traffic are common PPC goals. 

2. Perform Keyword Research

The next important step is to identify the keyword you want to target. Make sure that your company is using the right keyword while doing the ppc campaigns. Two factors you should consider while performing the keyword research: cost and relevant keywords. 

3. Analyze Your Competition

Analyzing the competition gives you insight into the keywords your competitors are using, and also know about their strategies. 

For a PPC campaign, it is important to know who your competitors are, what their keywords are, and what messages they are using. The answers to these questions are important to start PPC marketing strategies. 

4. Create Your Ads

Creating your ads is an important factor in making ppc marketing strategies. When you create ads, make sure that they are concise and clear. And that they immediately establish the offer you want from PPC marketing tips.  


What Is A Good ROI for PPC?

The return on investment(ROI) may vary greatly depending on various factors, such as the industry, targeted audience, landing page, and competition. 

Generally, a good ROI is at least 2:1 or higher, meaning that for every dollar you spend on PPC advertising, it needs to generate 2 dollars. However, some industries have a high or standard rule for ROI for PPC. 

The important way to track and analyze your ROI campaign is to check updates regularly, determine its effectiveness, and adjust your strategy accordingly. You can also use the metrics to measure your PPC campaigns and evaluate your ROI for PPC.



In this PPC basic guide, you have given information related to pay-per-click advertisements and how they can be helpful for your business. PPC advertising is considered a huge driver for businesses. 

PPC ads cannot only enhance brand awareness and keep your business top of mind, but they can also help drive leads and encourage sales. 

Fortunately, getting started with the PPC ads is a challenging thing but the above-stated steps can help you in launching the PPC campaign.   


Frequently Ask Questions (FAQs)

  • How much does PPC cost? 

PPC costs vary depending on the industry or chosen ad networks. Every industry has its criteria and budget to spend on PPC campaigns. So, there is no exact cost of the PPC campaigns. 

  • How does PPC make money for you? 

PPC advertising makes money by directing web traffic from a channel, such as a search engine or network, to your company’s website. 

  • Is PPC worth it? 

Yes, PPC is worth it. The average ROI of PPC depends on the industry, competition, and targeted audience. Generally, PPC generates revenue of 2 dollars after spending one dollar on it. It also depends on the search volume and competition for specific keywords. 

  • What Is An Example Of PPC? 

A common example of a pay-per-click advertisement is search engine result pages(SERPs) such as Google or Bing. This type of pop ad is referred to as a paid search ad. 


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