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A Visual Guide To
PPC Advertising

A Visual Guide To PPC Advertising

by Amber Dawson

PPC stands for pay-per-click and is an online advertising model where an advertiser only pays when someone clicks on their ad. You most commonly find these ads at the top of search engine results pages, such as Google and Bing, promoting products and services.

The people searching have high intent

e.g are ready to buy now


You can control who your ads are shown to…and when

You only
pay when
someone clicks
on your ad

…and is
taken to your website

The cost

The cost of PPC advertising is not based on the money you have: you can’t buy your way to the top of the search engine results page (or SERPs).

A few factors influence your Ad Rank, one of which is your budget, but search engines value user experience above all. This means you’ll have to pay more if your ad isn’t highly relevant, the landing page doesn’t take you where you would expect to go and it has a low click-through rate.

When it comes to the cost of keywords, it depends on what you’re bidding on and how saturated the market is. For example, you can picture keyword bidding as a funnel.

Vague, generic terms lie at the top – for instance, the keyword “calendar”. If you’re selling calendars, this would be a natural word to bid on. But this can encompass loads of things; phrases such as “buy calendar” and “free calendar” don’t offer a very targeted audience.

As you move from the top to the bottom of the funnel, you go from people who don’t know what they want to the people who do. But, the number of traffic also decreases the narrower it gets.

You want to find the right part of the funnel for your business: step away from the top of the funnel (expensive and broad), make use of your keyword match types and tighten your focus.

The best ad networks

The best ad networks

The three biggest places to advertise are on Google, Facebook and Microsoft. This is because as tech powerhouses they have huge followings and allow advertisers access to their audiences.

For instance, Google helps you find new customers whilst Facebook helps new customers find you. Learning the differences between them helps you find the best customers for your business.

The basics

The basics

KEYWORDS

Choosing the right keywords for your campaigns is one of the most important things. They’re what marry you and your perfect customers together so be sure to do your research into what works best for your brand.

KEYWORD MATCH TYPES

Keyword match types allow you to say how specific you want your searches to be. It’s easy to waste money if you don’t use them to qualify your search terms.

Keyword

Broad match

Very broad, easy to waste money

E.g. bidding on ‘dog lead’ will make you appear
for ‘dog lead’ ‘dog walker’ but also ‘lead
poisoning’

+Key +word

Broad match modified

More specific, offers more control.

E.g +blue+balloons, words appear before, after
or in between as long as they include blue and
balloons.

"Keyword"

Phrase match

Middle ground, specific but still room for big audience.

E.g “cat food” you’ll appear for searches like
‘healthy cat food, ‘cheap cat food’ and ‘cat food
shop’

[Keyword]

Exact match

Highly specific, only appears for close variants or misspellings.

E.g [ice cream] will only match ‘ice cream’ or ‘ice
creams’.

-Keyword

Negative

Keywords you don't want to appear for

E.g. free, discount, cheap

AD GROUPS

Whatever your industry, product or service, your business is made up of different categories. As a result, your ads need to be organised in the same way. If you just have general ad text that promotes a wide range of things, someone looking for just one thing on that list doesn’t feel directly spoken to. An ad that boasts the benefits of one particular product or service, on the other hand, feels a lot more personalised.

Different Ad Groups

Ad groups help to ensure your ads are ultra-targeted, earn better ad placements and get more clicks.

Ad groups allow you to create ads around a theme and set of related keywords. For instance, as a cake maker, you wouldn’t advertise wedding cakes in the same ad as the pastries you make fresh every day. They’re two different audiences, and those looking to plan for their big day aren’t also going to be wandering past your store looking for a snack.

By writing specific ad copy for specific customers, the people clicking on your ads will have more of a purpose. Ad groups are what make sure your ads show up in the right searches and to the people who are actually looking for what you’re offering.

AD EXTENSIONS

Ad extensions are free and allow you more ad space to give people more information. They come in many forms so you can adopt those that are best for your business.

Extensions don’t show all the time. They only show when Google predicts that they will improve your performance and a minimum Ad Rank is met.

Location information


Good if you have a physical store you want to direct people to. Links to business details page which can include your opening hours etc.

Location advertisement

Good if you have a physical store you want to direct people to. Links to business details page which can include your opening hours etc.

Extra text


Cram extra benefits into your ads with callout extensions such as “free delivery” or “24/7 customer support.”

Extra text advertisement

Cram extra benefits into your ads with callout extensions such as “free delivery” or “24/7 customer support.”

Call buttons


By adding your phone number to your ad, you’ll encourage people to act immediately and call your business right now.

Call button advertisement

By adding your phone number to your ad, you’ll encourage people to act immediately and call your business right now.

Ratings


Show ratings and reviews from other customers to quickly build trust.

Call button advertisement

Show ratings and reviews from other customers to quickly build trust.

Direct links


Use this to link people directly to specific pages on your site, such as your opening hours, product page or your order page.

Direct advertisement

Use this to link people directly to specific pages on your site, such as your opening hours, product page or your order page.

NEGATIVE KEYWORDS

Add keywords to your negative keyword list to tell search engines what you don’t want to appear for. Common ones include words like ‘free’ and ‘cheap’. These help to save your budget from clicks that you don’t want.

PPC examples

PPC examples

PPC doesn’t have to be boring. In fact, you can see a better ROI with creative ads. Here are some examples to inspire you.

ANN SUMMERS |
‘Reactive PPC’ (2009/10/11)

Paid ads that feel current and up-to-date help to make them more trustworthy. After all, if the company has put the effort in with their ads, you can assume they put the same level of detail into their service.

PPC Example

SNICKERS |
‘You’re Not You When You’re Hungry’

This old Snickers ad was launched based on spelling mistakes; when a query was misspelt, their ‘you’re not you when you’re hungry’ ad appeared. Proving you do just have to bid on words that are directly related to your business if you can think of a good reason why.

Betfred

ADZOOMA |
Competitor bidding

Target your ideal customers by bidding on your competitor’s brand. This is our recent cheeky example, we’re advertising our platform for free underneath their free tool ad. We’re leaving the choice up to the user.

Adzooma Competitors

PPC copywriting

PPC copywriting

Where you take your potential customers to from your ads is just as important as the ad. No matter how good your campaigns are, you’ll lose people if you take them to a page they don’t expect. For instance, if your ad boasts of a special offer on a product, take them to that product page rather than your website homepage. If they have to hunt around, they’re more likely to leave.

68%

of B2B businesses
use strategic landing
pages to acquire leads.

A strong, bold and benefit-driven headline
is the foundation to any landing page.


A strong, bold and benefit-driven headline
is the foundation to any landing page.

The best-converting pages include fantastic imagery, bold CTA's
and amazing reviews.


The best-converting pages include fantastic imagery, bold CTA's
and amazing reviews.

The power of trust-building can turn leads to
customers in a matter of minutes.


The power of trust-building can turn leads to
customers in a matter of minutes.

Using specific stats in your copy proves authenticity and
encourages more sales.


Using specific stats in your copy proves authenticity and
encourages more sales.

PPC reporting

PPC reporting

Reporting is your eyes and ears on the ground; how you figure out what’s performing and what isn’t. After all, how can you make changes if you don’t know what’s going on? Without a strategy, you won’t know what’s made things better or worse.

Having a grip on your key metrics is key. But it can be frustrating trying to interpret a wall of numbers. This is where reporting makes all the difference. By finding the best report for your advertising, you can get up-to-date data on the pivotal aspects of your campaigns.

Adzooma makes custom reporting easy which is ideal for creating them to send to clients and colleagues. The templates you set up can also be rerun with new data whenever you need, saving hours of time.

Adzooma makes custom reporting easy which is ideal for creating them to send to clients and colleagues. The templates you set up can also be rerun with new data whenever you need, saving hours of time.

PPC for small businesses

PPC for small businesses

Refine your audience
Refine your audience

Refine your audience

Refine your audience

This helps you run relevant ads by writing stronger ad copy which pre-qualifies the traffic you get and means you pay less for better leads.

Build brand awareness
Build brand awareness

Build brand awareness

Build brand awareness

Brand awareness is an important step before you start selling otherwise people won’t trust you. A great way to do this is through original and engaging content e.g a blog, social media.

Advertise on social media
Advertise on social media

Advertise on social media

Advertise on social media

Don’t just run campaigns on Google or Bing, but make the most of social media and the different audiences they have to offer.

Create dedicated landing pages
Create dedicated landing pages

Create dedicated landing pages

Create dedicated landing pages

Drive your ad traffic to pages made specifically for them. This means you can match your ad headline to your webpage and increase the likelihood of visitors converting.

Repurpose visuals for display ads
Repurpose visuals for display ads

Repurpose visuals for display ads

Repurpose visuals for display ads

Use visuals you already have to create display ads: your audience are already familiar with them and you will save time and money. Plus, display ads are a great way to showcase your products.

PPC scripts

PPC scripts

PPC scripts are pieces of JavaScript that allow you to save time by automating manual tasks.

They can do everything from pause ad groups to add in new keywords and manage your bids. Just a few lines of code can save your time and money.

You don’t need any coding knowledge to use them – many PPC scripts are pre-made and available on the internet. Better yet, there are some great free ones that you can make the most of to get you started.

Creating and running your first Google Ads script can be as easy as editing one of the pre-made scripts from Google’s library. Or you can create your own custom script with parts of other scripts. There’s no limit to the possibilities.

How to add Google Ads script

Social media management

Social media
management

Paid advertising and social media go hand in hand: they often have the same goals and can work together as part of a strategy.

If you want to build a social media following, you need to be consistent. In order to build a relationship with your customers, you need to keep them regularly updated, post frequently and create engaging content.

Adzooma makes custom reporting easy which is ideal for creating them to send to clients and colleagues. The templates you set up can also be rerun with new data whenever you need, saving hours of time.

HootSuite
Save time by scheduling posts
Sprout Social
Understand your customers
with insightful analytics
Brand24
Expand your reach by
connecting multiple channels
BuzzSumo
Expand your reach by
connecting multiple channels

PPC experts to follow

PPC experts to follow

The best way to stay up to date with the latest news is to follow the experts on
social media. By staying up to date with the trends, you can pick up tips and
tricks to incorporate into your campaigns and make them better.

Perry Marshall
Perry Marshall
Perry Marshall

Purna Virji

Purna Virji

Purna Virji

Senior Manager of Global
Engagement at Microsoft


The “Wonder Woman of PPC”
2019’s US Search Personality of the Year

Perry Marshall

Perry Marshall

Perry Marshall

President of Perry S. Marshall
& Associates


World’s most-quoted consultant
on Google Advertising. Consulted in over 300 industries

Samantha Noble

Samantha Noble

Samantha Noble

Speaker and Founder of Biddable
Moments and Digital Females


Brings together like-minded females
in Digital Marketing