Everything You Need to Know About PPC Campaigns

With the advent of digitalization in recent times, the need for online advertising has been rising exponentially. Popularised in 2001 by Danny Sullivan, SEM (Search Engine Marketing) is associated with the researching, submitting, and positioning a website through internet-based marketing. It is utilized to obtain maximum visibility and boost the share of paid and organic traffic referrals from search engines. On the other hand, Social Media Marketing (SMM) uses social media platforms to nurture interest, engage with the audience and achieve business goals. SMM functions on the basic principle of Social Media Optimization (SMO) to improve the company’s image on social networks.

SEM, one of the most important marketing channels to generate web traffic, involves purchasing PPC (pay-per-click) ads advertised on a search engine results page (SERP). PPC marketing is an advertising model that allows marketers to place Ads on an online platform and pay the host of that platform each time an Ad is clicked. Most commonly, PPC Ads appear on search result pages of search engines like Google or Bing. This gives marketers the opportunity to advertise their brand, product, or service with the support of specific keywords or behaviours. 

In terms of SMM, there are two ways a campaign can be run- active and passive. Active promotion uses added links or applications which lead the user from the website towards social networks. Organizations have the option to launch paid Ad campaigns to reach wider audiences to improve traffic on a targeted web page. On the contrary, passive promotion means advertising activities on social media platforms by updating statuses, images, tweets, or blogs. Advertisers can further analyze the user’s reactions to improve their brand experience.

So How Does PPC Marketing Actually Work?

The most prevalent PPC advertising system in the world is Google Ads (or Google AdWords). It empowers businesses to create ads that appear on Google’s search engine and other Google properties. These ads operate on a pay-per-click model in which users bid on keywords and pay for every click on their advertisements. Each time there is an ad spot on a search engine results page (SERP), an immediate auction takes place for the keyword. Auctions begin as soon as someone searches for something on the search engine. The ads that win the auction then appear on the SERP. The winner is decided based on several factors, such as the bid amount and the quality of the ad. When the target audience clicks on an ad, he/she is then either sent to a landing page or a website.

Other than Google Ads, PPC campaigns can also be run on the Bing ad account. An excellent way to generate leads and traffic, Bing Ads are perfect for targeting searchers who do not use Google. In comparison to Google Ads, fewer people advertise on Bing. Hence, the cost of reaching millions of target customers is comparatively lower while generating significant leads. It is easier to target customers based on location, devices they use, demographics, and time of the day with Bing ads. Generating qualified clicks and leads becomes more effective by narrowing how you target your ads. This also reduces the time.

Social PPC comes under PPC marketing services solely for social media platforms. The ads are targeted to a group of users based on demographics, interest in topics, age, gender, or other data collected by the platform. Usually, these ads appear on the user’s feed or timeline, and advertisers pay for these ads by utilizing two bid strategies: CPC(Cost Per Click) or CPM (Cost Per Thousand Impressions).

Social PPC proves to be a beneficial marketing method for businesses since it creates deeper engagement with the users. An efficient performance marketing agency can determine who will see the ad and can build brand awareness amongst the right target audience. These ads can also redirect audiences to a landing page after they click on CTA (Call To Action) buttons such as Like, Follow, Re-Tweet, Check-In, etc. Let’s look at how PPC campaigns are run on some of the most popular social media platforms-


A powerful and growing marketing tool to reach the right audience, Facebook campaigns enable businesses to create highly-targeted ads. These ads provide marketers with analytics that help them understand how viewers engage with the content. Another significant fact that revolves around the idea of creating PPC campaigns for Facebook is that about 74% of Facebook users visit the platform daily. The platform creates a vast advertising opportunity for businesses, offering the creative freedom of multiple ad types. Advertisers can choose from these ad types and present it to the customer.


Since its inception, Instagram has become a powerful marketing tool for businesses looking to extend their presence. It allows businesses to increase the visibility of their products or services through relevant images. With the ever-growing popularity of this platform, over 1/3rd of Instagram users have purchased a product online, making them 70% more likely to make a purchase than non-Instagram users. The latest program launched by Instagram, shoppable posts, makes it easier for businesses to market their products by adding tags and links to ads. These links lead the user directly to the online stores or websites.


Youtube offers information to customers excitingly and interestingly. As a result of visual appeal, visual content consumption has dramatically increased over the past few years. There are various formats of Youtube Ads for both desktops and mobile phones that businesses can use to promote their presence. For example- skippable video ads, non-skippable video ads, bumper video ads, and sponsored cards. With over 1.3 billion active users and 5 billion videos viewed daily, Youtube Ads have many benefits for the effective growth of the business.


Twitter is an excellent platform for marketing on a budget. It helps businesses to increase their following by spreading brand awareness. It also allows businesses to boost traffic to the website and encourages conversations through active engagement. With almost 330 million monthly active users, Twitter Ads help you to target audiences based on broad categories such as gender, language, device, and location. With the advent of hashtags and trends, Twitter has now become a strong platform to promote your business. The key being- using the right hashtags and target the right audience.


LinkedIn provides an excellent opportunity for advertisers who determine their audiences by features like job title, industry, seniority, etc. It offers a remarkably efficient option for reaching your target audience in a professional setting. According to LinkedIn, there are about 500 million members on the site, with more than 60 million senior-level influencers and more than 40 million decision-makers engaged on the platform. However, to effectively target the right audience, selecting the right job title/domain and regional criteria is vital. If you consider pro ppc campaign optimization tips, the Ad copy should possess optimized words and be business-oriented to convey the correct information to the right people. 

PPC Campaign, one of the best online advertising methods, can positively impact a business. However, it is extremely important to track conversions to understand whether a campaign is performing well. It can be tricky since conversion paths tend to be more complex than a simple click on an ad and a direct purchase. PPC campaigns are essential for companies that want to create their digital presence as it allows them to-

  • Pay only for the clicked ads
  • Control the budget
  • Create precise targeting
  • Pull in immediate and consistent traffic
  • Bring in quicker results
  • Provide a high return on investment

There are several ways PPC marketing campaigns can help a business to reach the right audience and achieve the desired objectives. It allows organizations to effortlessly track the number of people that have seen the ads and their journey after visiting the website. Advertisers can easily figure out the strategies that are working and those that are not with various metrics. PPC Campaigns also enable brands to create a strong digital presence by placing ads in front of the right audience. A powerful tool to align website traffic with results, it aids businesses in achieving their objectives in the right way. PPC may seem overwhelming; however, if you reach out to a PPC agency in Pune or another city, they can employ their expertise to ensure your business succeeds.

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