What Steps Are Involved in an Effective PPC Advertising Campaign?
PPC means Pay-Per-Click. It’s a kind of online advertising campaign meant to generate leads. You pay only when someone clicks on it.
Pretty cool, right? But not all ads work the same. Some bring lots of clicks. Others don’t. So how do you run an effective PPC advertising campaign, does it really work?
That said, let’s start from steps that needs to be taken into account to run a strong PPC campaign!
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Step 1: Know Your Goal
Start with a clear goal. What do you want people to do? Buy a product? Sign up? Visit a page?
If you don’t know the goal, your ad might confuse people. A clear goal helps guide everything else.
Step 2: Pick the Right Keywords
Keywords are the words people type into Google or Bing. Your ad shows up when someone types a keyword that matches. Let’s say you sell sneakers. A good keyword might be: buy running shoes online. Don’t guess. Use tools like Google Keyword Planner to find what people are searching for.
Smart tip: Long keywords like “basketball hoop” may bring better clicks than short ones like “basketball.”
Step 3: Set a Budget
How much can you spend? PPC lets you choose. You can start small and grow.
You don’t pay for showing the ad, just for clicks. That helps save money while testing what works best.
Step 4: Write a Great Ad
Your ad should catch attention. Be clear. Be quick. And always include the keyword if you can.
Here’s an example:
“Lightweight Running Shoes – Free Shipping Today Only”
That’s short, strong, and to the point. People like simple ads that answer their needs fast. Always take into account what they are looking at, queries typed on search engines, and what kind of behavioural patterns they have been showing recently.
Step 5: Choose Where to Show It
Who should see your ad? You can choose by:
- Age
- Country or city
- Device (phone, tablet, or computer)
- Interests
This helps you reach the right people, not just more people. Always choose a clearly defined audience, because you might find yourself collecting leads with no intention to convert.
There’s no value in 5k leads with a conversion rate equal to zero.
Step 6: Link to a Good Landing Page
When someone clicks, where do they go?
Send them to a page that matches the ad. If your ad says “buy sneakers,” the page should show sneakers, not sandals or socks.
This page is called a landing page. It should load fast, look good, and help the person take action. For more information, try exploring our dedicated mater guide that explores everything you must know!
Step 7: Test and Improve
Don’t just set it and forget it.
Try different headlines. Test colors. Try new words. This is called A/B testing. You compare two versions to see which works better.
Growth marketing is about testing and finding better ways to reach greater numbers of results. Remember that there is a way better way of doing things, you just must continue looking.
Don’t believe me? Did you know that according to a WordStream report, companies that test and change their ads regularly can get up to 50% more clicks!
Step 8: Check the Results
Every week, look at your data. See how many people clicked. How many bought? What worked best? Checking results and examining data helps you learn and do better next time.
Final Thoughts
A good PPC campaign is like building a puzzle. Every piece matters – your goal, your keywords, your ad, your page, and your follow-up.
And always aim to help people find what they need. One smart step at a time, your clicks will grow, and so will your business.
Meet the Author
Austeja Norvaisaite
Growth hacker and strategic partnership coordinator. Passionate about blending creativity with data-driven insights to craft accessible, resonant content for diverse audiences.