The Ultimate Guide to Effective PPC Campaigns

In a sea of competition in the digital market, how can you stand out? One digital marketing tool that can help you is PPC. 

Pay-Per-Click (PPC) campaigns allow you to display your ads directly in front of your potential customers who are actively searching for your products or services. When done effectively, it can boost your online visibility and drive maximum ROI.

Are you wondering how this powerful strategy works? 

Dive in and let Inspire guide you to the world of paid advertising.
 

 

Understanding PPC and its importance

PPC advertising lets advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically. 

These ads usually appear in search engine results, on social media platforms, and across various websites. The most common platform for PPC advertising is Google Ads, where businesses bid on keywords relevant to their products or services. 

When a user searches for those keywords, the ads appear at the top of the search results so potential customers can easily see them.

The benefits of PPC for businesses

With its conclusive benefits, PPC campaigns has become a viable strategy in digital marketing. Did you know that businesses make an average of $2 in revenue for every $1 they spend on Google Ads? 

That’s just one of the many advantages PPC offers. Let’s explore more here.

Immediate results

Organic SEO efforts can take months to show results. With PPC campaigns, you can generate traffic almost instantly. As soon as your campaign is live, your ads can start appearing to your target audience and bring immediate visibility and potential leads.

Highly targeted advertising

PPC lets you target your customers precisely based on keywords, demographics, location, time of day, and even the type of device used. By doing this, you can make sure your ads reach the right people at the right time, increasing the likelihood of conversions. 

For example, PPC visitors are 50% more likely to purchase something than organic visitors.

Cost control

With PPC, you have complete control over your budget. You can set a daily or monthly cap on your spending. This way, you never exceed your advertising budget. Additionally, since you only pay when someone clicks your ad, every penny spent is directed towards attracting potential leads.

Measurable results

One of the standout features of PPC is its measurability. Detailed analytics provide insights into every aspect of your campaign - from the number of clicks and impressions to conversion rates and ROI. 

This data allows you to continuously optimise and improve, ensuring your campaigns become more effective over time.

Enhanced brand recognition

Even if users don’t click on your ads, they still see your brand at the top of search results or on social media platforms. This visibility helps build brand awareness and credibility. This means keeping your business top-of-mind for potential customers.
 

Setting up successful Google Ads Campaigns

Think of your Google Ads Campaign as a machine - you must carefully set it up to make sure that every component works harmoniously. That way, you know that your machine will work well.

When creating your Google Ads Campaign, you should first understand the crucial elements that contributes to the success of your campaign. 

From setting up your account, crafting compelling ad copy, selecting the right keywords to managing your budget, we’ll cover each step for you to create a successful campaign that converts.
 

Account set up and structure

Setting up your Google Ads account isn’t a complex process. You can actually create it in just a few simple steps! However, there are specific things that you should have before you can create one. Make sure you have:

• A Google business account
• An official website
• A landing page, application, or business number you want to promote

Once you have all these requirements, you’re now ready to set up your Google Ads account.

1. Go to https://ads.google.com/intl/en_ph/home/ and click “Start Now”. 
   
   
    
2. You will be prompted to enter your business information, such as name and the specific page where users will be directed after they click the ad. 
   
   
    
3. After that, you now have the opportunity to link your other Google accounts. Google Ads can automatically detect if you have existing accounts based on your email address. If you have more accounts, you can also manually add it.
   
   
    

Once done, you’re now ready to set up your first campaign! 
 

Setting up your first campaign

1. You can’t create a campaign without determining your goal. After linking your other Google accounts, the next step is to choose a goal. Google Ads provides many options to choose from. 
 

 

Note: If you’re not ready to create a campaign, you can choose the option to set up an account only. 

2. After choosing your goal, it’s time to select your keywords. By scanning your website, Google Ads will suggest a list of keywords based on what’s working for similar products and services. You can also manually add your own keywords if you’ve done your keyword research separately.

Note: Read further to see how you can choose high-intent keywords using Google Keyword Planner!
 

To maximise the performance of your campaign, Google Ads also allows you to personalised other settings, such as:
 

• Location
  
  
  
   
• Languages
  
  
   
• Audiences
  
  
   
• Networks
  
  
   

3. Once done personalising, it’s time to create your ad copy. You can add up to 15 headlines and 4 descriptions. You can also add other features to encourage users to click on your ad. 

Note: Scroll down to see our dedicated section for tips and tricks on creating a compelling ad copy!
 

 

 

 

4. After crafting your ad copy, you’re ready to set a bid strategy and budget for your campaign. For bidding, you can choose which metric you want to focus on from the options provided.
 

For the budget, Google Ads will provide a recommended cost. However, you’re free to choose whichever works for you. You can also customise your budget if you want!

 

 

Note: For more details on how to choose the best bidding strategy and budget for you, continue reading as we have a section for this specific topic. 

Once everything is set up, the last step will be entering your payment details, and your campaign will be ready to go live!
 

Keyword research and selection 

Keywords are the bridge between your ads and potential customers. It’s essential to choose the right ones to make sure your ads appear in front of people actively searching for what you offer.

And one tool will help you do that: Google Keyword Planner. It’s an invaluable tool for discovering keywords that resonate with your audience. It provides insights into search volumes, competition levels, and potential costs to help you make informed decisions.

How to use Google Keyword Planner:

1. Start by logging into your Google Ads account and go to the Keyword Planner tool.
2. Enter words or phrases related to your business. The tool will automatically generate a list of related keywords along with important metrics like average monthly searches, competition, and suggested bid.
3. Use filters to narrow down the list based on criteria such as location, language, and network. This helps you focus on the most relevant keywords for your target audience.
4. Look for keywords with a good balance of search volume and competition. High search volume indicates popular terms, while low to medium competition suggests easier opportunities for ad placements.
5. Once you’ve identified your keywords, add them to your plan and organise them into ad groups. This helps structure your campaign effectively.

Selecting high-intent keywords

High-intent keywords are those that indicate a user is ready to take action, whether it’s making a purchase, signing up for a service, or requesting more information. When you include these keywords in your plan, you can attract visitors who are more likely to convert, maximising the return on your ad spend.

Characteristics of high-intent keywords:

• Commercial intent: These keywords often include terms like “buy,” “order,” “purchase,” “best,” “top,” “review,” and “deal.” It suggests that the user is ready to make a purchase.
• Local intent: Keywords that include location-specific terms, such as “near me” or the name of a city, indicate users who are looking for products or services in their vicinity. This shows a high likelihood of immediate action.
• Transactional phrases: Keywords that imply a transaction, such as “book a hotel room” or “schedule a dentist appointment,” suggest readiness to engage with a service or product.

How to select high-intent keywords:

• Identify your goals: Determine the primary objectives of your campaign. Are you aiming to drive sales, generate leads, or increase sign-ups? Your goals will influence the types of high-intent keywords you target.
• Analyse competitor keywords: Tools like Google Keyword Planner will help you see the keywords your competitors are bidding on. This can provide insights into effective high-intent keywords in your industry.
• Focus on specificity: Long-tail keywords, which are longer and more specific phrases, often indicate higher intent. For example, “affordable vegan restaurants in Manchester” is more specific and intent-driven than just “vegan restaurants.”
   

Ad copy creation

First impression is important, especially when it comes to your ads. This is where your ad copy enters. It makes or breaks your potential customer’s decision to click. A well-crafted ad copy can enhance your click-through rate (CTR) and conversion rate, ultimately driving more revenue for your business.

How to write compelling ad copy

1. Understand your audience

You can’t write an effective copy if you don’t know who you’re writing it for. Understanding your target audience means knowing their needs, desires, and pain points. Craft your ad copy to address these elements to make your ad resonate on a personal level.

2. Use a strong, clear headline

Your headline is the first thing users will see, so it needs to grab their attention immediately. Make it clear, concise, and relevant to the search query. Use powerful words that evoke curiosity or urgency, such as "Exclusive," "Limited Time," or "Discover."

3. Highlight Unique Selling Points (USPs)

What makes your product or service stand out from the others? Highlight your unique selling points to show users why they should choose you. This could be anything from free shipping, a satisfaction guarantee, or a special discount.

4. Include a strong call-to-action (CTA)

A clear and compelling CTA tells users exactly what you want them to do next. Use action-oriented language that encourages immediate response, like "Shop Now," "Learn More," or "Get Started Today." Additionally, personalising your CTA can convert much better compared to the basic ones. In a study by HubSpot, they analysed more than 330,000 CTAs within six months and saw that personalised CTAs covert 202% better than generic CTAs. 

5. Utilise keywords

Incorporate relevant keywords into your ad copy to ensure your ads appear for the right searches. This not only improves your ad’s relevance but also boosts your Quality Score, which can lead to lower costs and better ad placements.

6. Test and refine

Writing compelling ad copy is an ongoing process. A/B testing different versions of your ads can provide insights into what resonates best with your audience. Regularly review performance metrics and refine your copy based on these insights to continually improve your results.

Examples of great Google ad copy

To see these tips in action, we will showcase some examples of great Google ad copy that will not only inspire you but also provide practical insights into what makes an ad copy truly effective. 

Whether it's through compelling headlines, engaging descriptions, or powerful calls-to-action, these standout ads demonstrate the key elements of successful PPC advertising.

Shopify
 

 

 

Upwork
 

 

 

Zendesk
 

 

 

*All photos and examples are from Instapage.
 

Bidding strategies and budget management

Crafting an effective PPC campaign isn't just about great ad copy and the right keywords; it also involves strategic bidding and careful budget management. Choosing the right bidding strategy and setting an appropriate budget can significantly impact your campaign’s success, ensuring you get the best return on your investment.

Different bidding strategies

a. Manual cost-per-click (CPC) bidding

Manual CPC bidding gives you full control over your bids for each keyword or ad group. This strategy allows you to set maximum bids, ensuring you don’t spend more than you’re comfortable with on each click. It’s ideal for those who prefer a hands-on approach and have the time to monitor and adjust bids regularly.

b. Enhanced CPC (ECPC) bidding

Enhanced CPC is an automated version of manual CPC bidding that uses Google’s machine learning to adjust your bids in real-time. This strategy aims to get more conversions by increasing bids for clicks that are more likely to convert and lowering bids for less likely clicks. It strikes a balance between manual control and automated optimisation.

c. Cost-per-thousand impressions (CPM) bidding

CPM bidding focuses on impressions rather than clicks, charging you for every thousand times your ad is shown. This strategy is suitable for brand awareness campaigns where the goal is to maximise visibility rather than direct conversions. It’s commonly used in display and video campaigns.

d. Target cost-per-action (CPA) bidding

Target CPA bidding is designed to help you get as many conversions as possible at your desired cost per action. Google adjusts your bids automatically to achieve this target, making it a powerful strategy for campaigns focused on specific conversion goals like form submissions or sales.

e. Target return on ad spend (tROAS) bidding

Target ROAS bidding aims to maximise revenue based on your target return on ad spend. Google’s algorithm adjusts bids to meet this target, focusing on generating the highest possible revenue from your ad spend. This strategy is ideal for e-commerce businesses with clear revenue goals.

f. Maximise conversions bidding

Maximise Conversions bidding uses Google’s machine learning to get the most conversions within your budget. It’s a fully automated strategy that adjusts bids in real-time to achieve the highest number of conversions possible, making it suitable for campaigns with a flexible CPA target.

g. Maximise conversion value bidding

Similar to Maximise Conversions, this strategy focuses on the total value of conversions rather than the number. It’s ideal for campaigns where the goal is to maximise the overall revenue or value from conversions, such as high-ticket item sales.

h. Target impression share bidding

Target Impression Share bidding is designed to increase your ad’s visibility by targeting a specific percentage of impressions. You can set a goal for how often your ads should appear in the top positions or absolute top positions on the search results page. This strategy is useful for brand awareness and competitive positioning.

i. Maximise clicks bidding

Maximise Clicks is an automated bidding strategy that focuses on getting the most clicks within your budget. It’s a straightforward approach to drive traffic to your site, making it ideal for campaigns where the primary goal is to increase website visits.

j. Cost-per-view (CPV) bidding

CPV bidding is used in video campaigns, where you pay for each view or interaction with your video ad. It’s suitable for promoting video content and ensuring engagement, as you only pay when a user watches your video or interacts with it.
 

Setting and adjusting budgets

Managing your budget effectively is important to maximise the performance of your PPC campaign. Start by setting a daily budget based on your overall marketing goals and financial capacity. Regularly review and adjust your budget based on campaign performance and changing business objectives.

Table: comparing bidding strategies

Bidding Strategy	Best For	Control Level	Automation Level
Manual CPC	Hands-on control, small budgets	High	Low
Enhanced CPC	Balancing control and automation	Medium	Medium
CPM	Brand awareness, high visibility	Low	Medium
Target CPA	Maximising conversions at a specific cost	Low	High
Target ROAS	Maximising revenue with clear ROI goals	Low	High
Maximise Conversions	Getting the most conversions within budget	Low	High
Maximise Conversion Value	Maximising total value from conversions	Low	High
Target Impression Share	Increasing visibility and brand presence	Low	Medium
Maximise Clicks	Driving website traffic	Low	High
Cost-per-View (CPV)	Video ad engagement	Low	Medium

Leveraging Bing ads and other PPC platforms

While Google Ads often takes the spotlight in PPC advertising, it's important to recognise the potential of other platforms that can complement and enhance your digital marketing strategy. Diversifying your PPC efforts across various platforms can open new avenues for reaching your target audience, often at a lower cost. 

Some notable alternative PPC platforms include:

• Bing ads (Microsoft Advertising): A robust platform with less competition and lower costs, making it an attractive option for advertisers.
• Facebook ads: Ideal for targeting specific demographics with detailed user data and custom audience features.
• LinkedIn ads: Best for B2B marketing, allowing you to target professionals based on their industry, job title, and other professional criteria.
• Twitter ads: Great for promoting timely content and engaging with a socially active audience.
• Amazon advertising: Perfect for e-commerce businesses looking to increase product visibility directly on the Amazon marketplace.

These platforms offer unique features and targeting options, making them valuable additions to a comprehensive PPC strategy.
 

Benefits of using Bing ads

Bing Ads, now known as Microsoft Advertising, provides several compelling advantages that can help enhance your PPC campaigns. Here are some key benefits:

a. Less competition

One of the standout benefits of using Bing Ads is the lower competition compared to Google Ads. Fewer advertisers mean your ads are more likely to appear in top positions, increasing visibility and click-through rates.

b. Lower advertising costs

With less competition, Bing Ads often comes with lower CPCs. This means you can achieve similar or even better results with a smaller budget, maximising your ROI. Studies have shown that Bing Ads can deliver up to a 33.5% lower CPC than Google Ads, making it a cost-effective alternative for advertisers.

c. Use existing Google Ads campaign

A convenient feature of Bing Ads is the ability to import your existing Google Ads campaigns. This saves time and ensures consistency across platforms, allowing you to leverage your well-performing campaigns without starting from scratch.

d. Automated campaigns

Bing Ads offers automated bidding and other AI-driven features to optimise your campaigns for better performance. These tools can help you achieve your advertising goals with minimal manual effort, freeing up time for other marketing activities.

e. Leverage Microsoft audience network

The Microsoft Audience Network allows you to extend your reach beyond the Bing search engine. It includes high-quality placements on sites like MSN, Outlook.com, and Microsoft Edge, providing access to a broader audience.
 

Setting up campaigns on Bing ads

Bing Ads is a powerful tool for maximising your PPC performance. Here’s how you can set up your first campaign here:

1. Go to https://ads.microsoft.com/ to create an account. 
   
   
    
2. Choose your ad goal.
   
   
    
3. Fill out necessary information about your business.
   
   
    
4. Set the specific location you want to target.
   
   
    
5. Choose the right keywords for your campaign. You can pick from the suggested keywords they have or use Microsoft’s Keyword Planner for better results.
   
   
    
6. Add an engaging ad copy. Microsoft ads also provide a preview box to see how your ad will look like.
   
   
    
7. Set your budget. You can see the monthly impressions or clicks your ad will generate through its Estimated Performance box on the right side.
   
   
    
8. Include your phone number and payment information. Once done, you can hit submit and your campaign is now live!
   
   
   
    

*All photos and information came from HooteSuite’s A Beginner’s Guide to Microsoft (Bing) Ads in 2024.
 

Key PPC metrics

Your ad campaign doesn’t end the moment you publish it. You need to continuously optimise it to achieve your goals and best possible ROI. To do that, you need to understand and analyse key PPC metrics to gain valuable insights into your campaign’s performance, identify areas for improvement, and make data-driven decisions to enhance your results.

1. Click-through rate

CTR is one of the most fundamental metrics in PPC advertising. It measures the percentage of people who click on your ad after seeing it. A high CTR indicates that your ad is relevant and engaging to your audience.

• Calculation: CTR is calculated by dividing the number of clicks by the number of impressions and multiplying by 100.
• Importance: A higher CTR can improve your Quality Score on platforms like Google Ads, potentially lowering your CPC.

According to WordStream, the average CTR across all industries in Google Ads is around 3.17% for search ads and 0.46% for display ads.

2. Conversion rate

Conversion Rate measures the percentage of clicks that result in a desired action, such as a purchase or a sign-up. It’s a critical metric for assessing the effectiveness of your landing pages and overall campaign strategy.

• Calculation: Conversion rate is calculated by dividing the number of conversions by the number of clicks and multiplying by 100.
• Importance: A high conversion rate indicates that your ads and landing pages are effectively driving the desired actions.

The average conversion rate in Google Ads across all industries is 4.40% for search ads and 0.57% for display ads.

3. Cost per conversion

Cost Per Conversion, also known as Cost Per Acquisition (CPA), measures how much you’re spending to acquire a single conversion. This metric helps you understand the profitability of your campaigns.

• Calculation: CPA is calculated by dividing the total cost of your campaign by the number of conversions.
• Importance: Keeping your CPA within your target range ensures that your campaign remains cost-effective.

The average CPA across all industries in Google Ads is £37.71 for search ads and £58.16 for display ads.
 

Tools for PPC analytics

To effectively track and analyse your PPC metrics, leveraging the right tools is essential. Here are some of the most powerful tools available:

Google Analytics

Google Analytics is a comprehensive web analytics tool that provides in-depth insights into your website traffic and user behaviour. It integrates seamlessly with Google Ads, allowing you to track the performance of your PPC campaigns.

• Features: Track conversion paths, measure ROI, and gain insights into user demographics and behaviour.
• Benefits: Google Analytics helps you understand how users interact with your site after clicking on your ads, enabling you to optimise your campaigns and website for better performance.

Third-Party Tools

In addition to Google Analytics, several third-party tools can enhance your PPC analytics capabilities. These tools often provide advanced features and insights that complement Google’s offerings.

• Examples: SEMrush, Ahrefs, and Moz.
• Benefits: These tools offer detailed keyword analysis, competitor insights, and advanced reporting features.

Chart: Performance Metrics Comparison

Metric	Industry Average (Search Ads)	Industry Average (Display Ads)
Click-Through Rate	3.17%	0.46%
Conversion Rate	3.75%	0.77%
Cost Per Conversion	£41.40	£68.92

 

Continuous optimisation

PPC advertising is not a set-it-and-forget-it endeavour. Continuous optimisation is key to maintaining and improving campaign performance. Here are some essential optimisation techniques:

A/B testing ads

A/B testing involves creating multiple versions of your ads and testing them against each other to see which performs better. This can include variations in ad copy, headlines, images, and calls to action.

• Importance: A/B testing helps you identify the most effective elements of your ads, leading to higher CTRs and conversion rates.
• Example: Testing two different headlines to see which one generates more clicks.

Refining targeting and bids

Refining your targeting and bid strategies ensures that your ads reach the right audience at the right time. This includes adjusting your keyword targeting, geographic targeting, and bid amounts based on performance data.

• Importance: Proper targeting and bidding can significantly reduce wasted spend and improve ROI.
• Example: Increasing bids for high-performing keywords and reducing or eliminating bids for low-performing ones.

By understanding and effectively managing these key PPC metrics, using the right analytical tools, and continuously optimising your campaigns, you can achieve outstanding results and maximise your return on investment. Remember, successful PPC advertising is an ongoing process of analysis, adjustment, and improvement.
 

 

How Inspire can help

At Inspire, we understand the ins and outs of PPC advertising. Our team is dedicated to helping businesses like yours navigate the world of digital marketing. We offer tailored solutions designed to achieve your specific goals and maximise your return on investment.

Comprehensive PPC services

Our comprehensive PPC services cover every aspect of your campaign, from initial setup to ongoing management and optimisation. Here’s how we can help:

• Campaign strategy and planning: We start by learning about your business objectives, target audience, and competitive landscape. We then craft a custom PPC strategy designed to meet your specific needs.
• Keyword research and selection: We identify the most relevant and high-performing keywords to target using advanced tools to ensure your ads reach the right audience.
• Ad copy creation: Our creative experts develop compelling ad copy that resonates with your audience and drives action. We focus on crafting messages that are engaging and aligned with your brand voice.
• Bidding and budget management: We employ sophisticated bidding strategies to optimise your budget and maximise your ad spend. Our approach ensures that every penny is spent efficiently, delivering the best possible results.
• Analytics and reporting: Transparency is key. We provide detailed reports and insights into your campaign performance, helping you understand the impact of your investment and identify areas for improvement.
• Continuous Optimisation: PPC is not a one-time effort. We continually monitor and refine your campaigns to adapt to market changes and enhance performance over time.

Why choose Inspire Digital?

Choosing the right partner for your PPC needs can make all the difference. Here’s why Inspire Digital stands out:

• Expertise and experience: With years of experience in the digital marketing industry, our team has the knowledge and skills to drive success for your business.
• Customised solutions: We don’t believe in one-size-fits-all. Our strategies are tailored to meet the unique needs of your business and industry.
• Results-driven approach: Our focus is on delivering measurable results that align with your business goals. We are committed to helping you achieve the highest possible ROI.
• Client-centric philosophy: Your success is our success. We prioritise open communication, collaboration, and a deep understanding of your business to build a lasting partnership.
   

Ready to take your PPC campaigns to the next level?

Reach out to us today for a free consultation and discover how we can help you achieve your PPC goals. Contact us or visit our website to learn more about our services. Let’s inspire success together!