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Pay Per Click – Getting The Best From Your Budget

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01/03/2023 | Share:

What Is Pay Per Click (PPC)

Pay Per Click (PPC) is an online advertising model where advertisers pay a fee each time their ad is clicked. Search engines like Google, Yahoo and Bing use PPC to sell search engine placement results on their web pages. Advertisers bid on keywords related to their business to gain placement on the search engine results pages (SERPs).

How Does PPC Work?

PPC works by bidding on keywords that are related to your business. When someone types in a keyword associated with your business, your ad will appear near the top of the results pages. A charge is made when a visitor clicks on your ad and is directed to your website. This fee will depend on the value of the keyword associated with your ad and factors such as competition and relevancy.


Keywords are chosen based on their ability to attract the right type of visitor and match your website’s content. For instance, if you are selling jewellery online, your keywords might include “jewellery”, “gemstones”, “diamonds” and related terms such as “present”, “gift” or “engagement rings”.


Advertisers bid on keywords to gain placement in the SERPs. The highest bidder wins the top spot and appears first in the search engine results pages. The cost of each click is determined by a variety of factors such as your budget, competition level and relevancy score. Two people looking at statistics on a piece of paper and on a phone.

You will be competing with other businesses for the same keywords. To gain placement, advertisers must also consider how much they are willing to pay for each click, and set a budget that reflects this.

The Benefits of PPC

The main advantage of PPC is that it allows you to target potential customers who are actively searching for the products or services that you are offering. With a well-managed PPC campaign, you can reach your target audience quickly and cost-effectively.

You also have more control over your budget with PPC than with other forms of advertising. You decide how much to spend on each keyword and how long your campaigns will run. You can also adjust your bids and budget as needed to increase or decrease the visibility of your ads in a specific area, ensuring that you are not overspending.

Where PPC Can Go Wrong

If you’ve tried a PPC campaign before and not had the results you wanted, it may be that you failed to set up your campaigns properly. For instance, if you choose keywords that were too broad or not targeted enough, then you may have seen very few conversions.

There is also no guarantee that a keyword will provide positive results since consumers may not click on your ad and there is also the risk of click fraud which can reduce your budget and limit your ability to reach potential customers. A well thought-out and managed campaign will drive traffic to your site and give you more visibility. The trick is to get the right keywords to drive the right visitors to your site.

How to Create a Successful PPC Campaign

Creating a successful PPC campaign requires careful planning, research, and analysis. A successful PPC campaign starts with choosing the right keywords. Carefully selecting related, relevant keywords will help you reach your desired audience at an affordable cost. Look at the analytics to determine the best-performing keywords and understand how your customers are searching for information. There’s no point in trying to compete with the really big players unless you are going to spend big! If you have a very limited market, look for gaps in the market that you can fill, and work on driving that traffic to your site.

Once you have identified your target keywords, create highly relevant ads that will attract clicks. Writing compelling headlines and ad copy is essential to ensure that users click on your ads instead of those from competing businesses.

Finally, use bid optimisation techniques such as geographic targeting (specifying the locations where your ad should appear) or dayparting (timing when your ads are displayed during the day). This allows you to tailor your PPC campaign to reach a specific audience while also controlling costs.

Geographic Targeting

Geographic Targeting in Pay-Per-Click (PPC) is a strategy used by advertisers to customise their campaigns and target prospects located in specific geographic areas. Using this feature, PPC advertisers can select regions, cities, countries and even granular target areas such as a small area of a city for targeting their online ads.

Even non-location-specific ads like mobile apps or video streaming services can benefit from location-targeting features by providing filtered results to users depending upon the exact region that they are in.

Audience Targeting

Audience Targeting in PPC is a strategy used by advertisers to target prospects based on their interests, behaviours and demographic profiles. This feature allows advertisers to reach the most relevant audiences for their campaigns and therefore those who are more likely to convert.

Knowing your customers is essential to creating successful PPC campaigns. Audience targeting can help you reach customers who are likely to be interested in your product or service, resulting in higher click-through rates and increased sales.

Advertisers can target prospects across different devices such as mobile phones, tablets and desktop computers. They can also target users based on their age, gender, location and interests. Audience Targeting is a powerful tool for PPC advertisers as it allows them to reach the right audiences with tailored messaging that will have a higher chance of converting into customers.


Dayparting in PPC is an effective scheduling strategy to maximise the efficiency of your campaigns and ensure that you’re reaching the right audiences at the right time. This allows you to select a specific window of time throughout the day for your ads to be served and optimise for maximum performance by balancing the budget, reach, and audience targeting.

For example, if most of your conversions come from shoppers after 8pm at night, then dayparting would allow you to focus more of your budget during that window of time. You can also adjust bids based on when different segments engage with your content the most. By taking advantage of dayparting in PPC, you can easily finesse a campaign’s targeting so it reaches its desired goal more efficiently.

Combining Dayparting and Geographic targeting gives you multiple options to further fine-tune a PPC campaign and improve results. It can help you reach the right audience, at the right place and time, while making sure your budget is being optimally used. For instance, a cafe might have a breakfast advert for people shown within a 2-mile radius scheduled 9-11 am.


If you are looking to get the most out of your PPC campaigns, do your research and make sure you know your audience. Set up strategic targeting features such as geographic targeting, audience targeting, and dayparting. Properly using these strategies will help you reach the right audiences at the right time with ads that are sure to attract clicks. With a little bit of effort, you can create campaigns that are more efficient in both cost and performance.

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