Getting the Most from Paid Searches and PPC Advertising

How can you make your online marketing more successful? An effective strategy is paid searches – also known as search engine adverting and PPC (pay-per-click) adverting.

What Is It?

Whatever term you use, the concept is the same: Setting up ads on a search engine like Google or Bing, where you pay each time the ad is clicked on.

It may seem a little complicated once you dive in, but the results of PPC are generally worth the effort.


Here are some terms you’ll need to know to navigate the PPC landscape:

  • PPC: Pay-per-click. A business creates an ad based on a keyword or phrase and only pays when a user clicks on their ad or call-to-action (CTA).
  • CPC: Cost-per-click. This is the actual price you pay when someone clicks on your ad.
  • SERP: Search engine results page. These are the website results that the search engine (like Google or Bing) provide from a user query.
  • SEO: Search engine optimization. This term covers internet marketing tactics that help you get your website higher in the SERPs.
  • DA: Domain authority. This is a search engine ranking score from 1 to 100. The higher your score, the higher your rank on the SERPs.
  • CTA: Call-to-action. This can be a button or phrase with a targeted link, intended to get an immediate response.
  • CTR: Click-through-rate measures the number of clicks per impression that your ad receives.

How Does it Work?

The PPC model lets you bid for the top search engine ranking for a specific keyword or key phrase. As an advertiser, you only pay when a user clicks on your ad. This strategy is very effective when done properly.

PPC can quickly get you to the top of the search engine results page to help drive desired user actions.
Another benefit of PPC is it allows you to take advantage of web users entering queries into search engines, instead of running banner or pop-up ads (which are often blocked). Paid search ads also make it easier for people to find the information they’re looking for in a search engine.

How to Get the Best Results

Like other marketing efforts, getting a good return on investment is important for your PPC strategy. Paid searches can get expensive, so it’s important to follow a few simple procedures to help maximize success.

You’ll want to optimize your website to make sure it’s effective and simple to use. Make sure your landing page isn’t confusing, and be sure to have a clear call to action.

Next, choose the best PPC provider. The big dog, of course, is Google, which includes Google SERP, Google Shopping, Maps and other search partners.

Bing, also known as Microsoft Advertising, is the other major player, and reaches AOL, Bing, and Yahoo users.

You’ll need to set a budget that makes sense for your business. Then you can research keywords with costs that fit within that.

Track your data to help refine and target your campaigns. Both Google and Bing provide reports for tracking data.

You can also take advantage of local searches. According to Google, more than a third of mobile searches have local intent.

Remember, pay-per-click campaigns will help bring traffic to your site, but it’s your content that will convert a lead into a sale.

Need help with your PPC campaign? Contact us at Farmhouse Creative.