Your Quick Guide to Pay Per Click Advertising

Your Quick Guide to Pay Per Click Advertising for Startups and SMEs


Pay per click, also commonly known as PPC, is an internet marketing model where businesses pay for advertising space on search engines. It is a way to increase website traffic to your website and is especially useful for startups and SMEs.  

It is in contrast to trying to gain traffic organically, which may take a long time [SEO]. If you have many competitors, your website may not rank high in the search engines. 

You might have heard a little about PPC and are curious to learn more, and we’ve got just the guide for you. 

More often than not, a business owner or founder will be in charge of the marketing – at the very least at the beginning stages of the company. 

You may be a business owner but not a professional marketer. Understanding online strategies such as PPC can be confusing and often time-consuming. If done wrong, it could cost a lot of money you cannot afford to lose.

Worry not! This guide will be your go-to source of information    

But firstly, what exactly is PPC advertising;

Pay per Click Advertising Summarised

Online marketing needs to be in line with your business needs, size, and target market. Strategies to attract website traffic will be different from those used to increase social media following. If you decide to pay for advertising, Pay per Click advertising is the way to go.

PPC is a powerful internet advertising strategies tool. By placing keyword-rich adverts at the top of search engines result pages (SERPs), you can increase your online visibility. It often translates into leads and conversions.

Also known as Search Engine Marketing or SEM, this is the most common type of digital marketing. 

Whenever there is free ad space – either as a search result, blog, news site or another page –  Google runs an auction.

As the advertiser, you will bid on a relevant keyword and only pay when someone clicks on your advert. 

If they do not click, you do not incur any costs. A significant advantage of Pay per Click is that it puts your business right in front of the customers who are ready to make a purchase. 

The basis of successful paid search marketing revolves around the use of keywords. The first step in performing comprehensive keyword research to find the words prospective customers are likely to use when searching for your products or services.  

For successful PPC campaigns, there four significant things you’ll need to focus on, namely; 

Keyword Relevance and Compelling Ad Text

Make sure you use concise keyword groups and correct add text. The most basic type of text ad looks like this:

Text Ad

It will have a catchy headline and a simple description. Because there is a limit to characters on each line, your message needs to compelling. As shown above, even the most basic text should:

  1. Mention the keyword at least once
  2. Give the benefits of your product or service
  3. Give reasons why the reader should click-through to your website
  4. Make a compelling CTA and what they will gain from clicking on the advert

Using Google Ads Extensions in PPC Ad Text

If you want to provide more information at first glance, Google Ads offers extensions that let you insert additional links for someone searching for a specific product. 


Site Extension

More additional information could include location and a ‘call’ option. The call extension will encourage readers to call your business directly. 

On a desktop, laptop, or mobile, the business number will appear as text. On high-end mobile devices, the extension is linked to a ‘direct’ call button. 

When using a location extension, you do not have to worry about taking up precious characters. The extension will allow you to add an extra line of text, so if you run a brick & mortar building, they can find you if they are in the area. 

You can even connect your Google Ads account with your Google Places or Google My Business account to link to maps and reviews featured in the ad. 

App extensions are more convenient for users who want to access the internet via their mobile phones. The extension lets you place a link in the ad text, which allows for an app download. This makes it easier for potential clients to explore your products while on the move.

Call Extension

Other extensions that will make your text ads more impactful include adding images and an email field. As a startup, be careful of installing too many complicated extensions but rather learn with time, or why not ask the experts to lend a hand with your pay-per-click advertising?

Optimizing Your Landing Pages

The first page that search engine users see is your website’s landing page. Unless directed to a specific link in the search results, the landing page will determine if they stay on your website. 

On average, people spend 45 seconds on a website, and unfortunately, most are not looking to learn about your company. 

When making a purchase, they want to see the price and product specifics immediately.

In brief, landing pages need to:

  • Provide relevant information that is easy to read, 
  • Give a clear call to action, and
  • Tailor content to fit specific search queries.

There are several factors when optimizing your landing pages that we will briefly explore;

Make Landing Pages Relevant 

This is the easiest way to show Google that the content you are advertising will provide a good experience for the reader. 

The keyword should be included in the headline, introduction, and at least once on the landing page. 

The is combining SEO practices usually used in organic searches but applying them to paid search results. 

Connect Headline With the Landing Page Offerings

You will be tempted to use keywords to attract clicks, but if the headline does not match the landing pages offerings, there will be an increase in the bounce rate. A high bounce rate shows Google that users are not finding what they search for. 

This has two negative effects, mainly your quality score decreases, and your conversion rate will be quite low. 

Improve Page Loading Speed

Your website’s loading speed is crucial as Google takes this into account when ranking your website.

Searchers want a page that loads within a millisecond – anything longer than two seconds decreases your conversation rate. 

It’s probably best to hire a team of experts to deal with your website design – especially in the beginning, after which you could consult them periodically. 

Improving Your Quality Score

Google aims to provide an accurate Ad Rank for advertisers. Your Ad Rank score helps businesses gauge their website’s performance. It also plays a role in determining your quality score

When you sign in to your Google Ads page, it is possible to see your landing page experience status

They are only a few options – above average, average, below average. The rating is based on the relevance of keywords and landing pages. 

Ad rank is determined using a formula that multiplies quality score and CPC, so one way to reduce costs is to increase your quality score. It will also attract more clicks as your adverts will appear at the top of SERPs more often. 

Google also recommends the bid amount that will likely help your website appear at the top of search results. It could be a time-consuming process to alter your bids constantly, so it is advised to maintain a high-quality score for more accurate bids. 

Above and Beyond Pay per Click Advertising

You cannot view PPC advertising as a sole entity. It will have to combine with an overall digital marketing strategy. Aspects you will need to look at social media marketing, blogging, and SEO strategy. 

For startups, it is key to ensure that your business gets off to a successful start.  Feel FREE to contact us for a quote or consultation or simply look through our numerous resources

We are always on hand for advice and consultations to help your startup get off the ground.   


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