Pay-per-click (PPC) is an internet marketing approach in which advertisers pay a fee every time one of their adverts is clicked. Essentially, it’s a technique of purchasing website traffic rather than trying to “earn” it organically.

One of the most prevalent types of PPC is search engine advertising. When someone searches for a keyword relating to their company offering, it allows advertisers to bid for ad placement in the sponsored links of a search engine.

PPC Keyword Research

Keyword research for PPC can take a long time, but it’s crucial. The most successful Google Ads advertisers are always growing and refining their PPC keyword list. If you simply undertake keyword research once, when you establish your initial campaign, you’re likely to miss out on hundreds of thousands of useful, long-tail, low-cost, and highly relevant phrases that may drive traffic to your site.

Managing Your PPC Campaigns

After you’ve created your new campaigns, you’ll need to monitor them on a regular basis to ensure that they remain effective. In fact, one of the biggest predictors of account success is consistent account activity. You should be reviewing your account’s performance on a regular basis and making the following changes to optimize your campaigns:

• Define your goals
• Find the best target keywords
• Leverage negative keywords
• Finetune your targeting
• Select the right landing pages
• Create multiple ad groups
• Optimize your ads
• Optimize your bids
• Run a remarketing campaign
• Track your conversions
• Use A/B testing