Pay Per Click

The Most Effective Way to Use PPC for Your Business

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As a business owner, you know that advertising is essential for reaching new customers and growing your brand. One method that has proven to be highly effective is pay-per-click (PPC) advertising.

PPC, or pay-per-click advertising, is a common form of online advertising that allows businesses to pay for ad placements when users click on their ads. This means that you can target specific audiences and only pay for the traffic that you receive.

However, if you want to use PPC effectively, you need to follow a few key strategies. In this blog, we’ll discuss the most effective way to use PPC for your business, along with some examples to help you get started.

Choose the Right Platform

The first step in using PPC effectively is choosing the right platform. There are several options available, including Google Ads, Bing Ads, and Facebook Ads.

  • Google Ads is the largest and most popular platform, with billions of searches per day. If you want to reach a wide audience, this is likely the best option for you.
  • Bing Ads is another popular choice, particularly for businesses that want to target a specific audience. Bing Ads allows you to target users by age, gender, location, and more.
  • Facebook Ads is another great option, particularly if you want to target specific demographics or interests. With Facebook Ads, you can target users based on their interests, behaviors, and connections.

Set Specific Goals

Before you start your PPC campaign, it’s important to set specific goals. Looking to increase website traffic? Generate leads? Increase sales?

Your goals will help determine the keywords and ad copy that you use. For example, if your goal is to drive traffic to your website, you might use keywords that are related to your products or services. If your goal is to generate leads, you might use keywords that are related to your industry or target audience.

Use Targeted Keywords

Keywords are crucial for online search, as they help connect users with the products and services they look for. When you use PPC, you’ll need to choose specific keywords to target.

To choose the right and relevant keywords to your niche, it is required to do some research. You can use tools like Google’s Keyword Planner to see how often specific keywords are searched and how much they cost. You can also use tools like Ahrefs or SEMRush to see what keywords your competitors are targeting.

Once you’ve chosen your keywords, you’ll need to use them in your ad copy and website content. This will help ensure that your ads are shown to the right audience and that you’re paying for relevant traffic. A PPC advertising agency can help you with all aspects of your pay-per-click campaigns, including keyword research and ad copywriting.

Use Ad Extensions

Ad extensions are additional pieces of information that you can add to your ads. These can include phone numbers, addresses, reviews, and more.

Using ad extensions can help improve the performance of your ads. They allow you to provide more information to potential customers, which can increase the chances of them clicking on your ad.

For example, if you’re a local business, you might use ad extensions to show your address and phone number. If you have a lot of positive reviews, you might use ad extensions to showcase those as well.

Monitor and Optimize Your Campaign

Finally, it’s important to monitor and optimize your PPC campaign. This means tracking your results, identifying areas for improvement, and making adjustments as needed.

One way to do this is by using conversion tracking. This allows you to see which keywords and ads are driving the most conversions (sales, leads, etc.). You can then adjust your campaign to focus on the most effective keywords and ads.

Negative Keywords

Words or phrases that you don’t want your ads to show up for. For example, if you sell shoes, you might use “free” as a negative keyword because you don’t want to pay for clicks from people searching for free shoes. By using negative keywords, you can ensure that your ads are only shown to relevant audiences, which can help improve the performance of your campaign.

Review and Update Ad Copy Regularly

This means ensuring that your ad copy is relevant and engaging, and considering testing different variations to see which performs best. It also means making sure that your ad copy is consistent with your landing page, so that potential customers have a clear and seamless experience.

Carefully Consider Ad Placements

Ad placements are the locations where your ads will appear, such as on a search results page or on a specific website. It is important to carefully consider where you want your ads to appear, as this can have a big impact on the success of your campaign.

Some Examples

Now, let’s take a look at a few examples of how businesses have effectively used PPC advertising to achieve their goals.

Example 1: A local beauty salon used Google AdWords to target keywords related to their services, such as “haircut,” “hair styling,” and “hair color.” They also utilized ad extensions to include their phone number and location, as well as a link to their online booking system. As a result, the salon saw an increase in foot traffic and bookings, and was able to reach a new audience of potential customers.

Example 2: An e-commerce store specializing in outdoor gear used Facebook and Instagram to target users based on their interests and behaviors related to camping and hiking. They utilized ad extensions to include links to their products and a special offer for first-time customers. As a result, the store saw an increase in online sales and was able to reach a new audience of potential customers who were interested in their products.

Example 3: A small law firm used Bing Ads to target keywords related to their services, such as “personal injury lawyer” and “divorce lawyer.” They also utilized ad extensions to include their phone number and location, as well as a link to their website’s contact form. As a result, the law firm saw an increase in inquiries and was able to reach a new audience of potential clients.


PPC advertising can be a powerful tool for businesses of all sizes. By choosing the right platform, targeting the right keywords, utilizing ad extensions and negative keywords, and constantly testing and analyzing your results, you can effectively use PPC to drive traffic and generate leads for your business.

About the author


Jagdish Mali

Jagdish Mali is a senior digital marketer at Rise Socially with years of expertise in organizing and executing effective digital marketing campaigns across multiple channels. His passion for success has led him to work with more than 500 Fortune 500 companies, small businesses, and franchisees. His extensive marketing and managerial experience has helped the company become a digital powerhouse.