What is Pay Per Click Marketing?


What is Pay Per Click Marketing?

So what is Pay Per Click Marketing ( PPC ) and why do you need it for your business? Pay-per-click marketing is a way of getting visitors to your website via the major search engines and sites like Facebook and LinkedIn by paying for a sponsored advertisement. Most people have seen the sponsored ads on Google which, are usually located at the top and bottom of the results page and have a little green box with Ad next to them.


Cambridge SEO - PPC Results Page


How does it work?

Every time your advert is clicked, a visitor is sent to your website and you the advertiser are charged a fee for this visitor. This fee can vary depending on the kind of business you are in and how competitive it is. However when you have your account optimised and setup correctly, this charge per click should be small in comparison to the potential value of a new customer.

For example, let’s say you are paying £4.50 a click and on average you need 30 clicks before you generate a sale. If the average sale has a value of £1,500 and you have spent £135 to acquire that sale it makes massive sense to scale out your PPC campaigns to grow your business. Of course this new customer may well have a much higher value if they were to continue to purchase your product or use your services again.

So you can see, when done correctly PPC marketing can be extremely powerful and a great way to scale your business, gain new leads and generate more sales.

Fortunately, it is not a matter of who pays more for the click that gets them to the top of the search engine results page.


Google AdWords

Without question, Google AdWords is by far the most popular PPC advertising platform in the world. From here users can bid on keywords relevant to their business and / or product and have them entered into Google’s auction from which they decide which adverts can be shown to the searcher. The winning ad is not just about how much you are prepared to pay for a click but many other factors too. Also taken into consideration are the quality and relevance of the advertiser’s landing page, their keywords, their ad campaigns and the amount they are prepared to bid.


Setting Your Account Up For Success

Research your keywords either through Google’s Keyword planner below or a paid for tool like SemRush. Start off with a broad term and then expand out to find relevant keywords that are worth bidding on. Create adgroups with a small amount of highly targeted keywords to increase your relevancy and add or remove keywords as you go.


Make sure you really research well and look for long tail keywords as well as the regular, more competitive ones. From previous experience Google’s keyword planner doesn’t offer too many long tail keywords, fortunately there are plenty of other paid and free tools that can help you.


Cambridge PPC - Summit Digital Marketing-keyword planner


Check out the video below that demonstrates how to use the Keyword Planner but also gives you an insight into how pay per click advertising works.

The benefits of using a tool like Semrush is that it allows you to find longer tail keywords that are easier to rank for and can be highly targeted.


You can sign up for a free trial of  SEMrush here.

Cambridge PPC - Summit Digital Marketing-semrush


The below video demonstrates a great tool that we regularly at Summit Digital. It is a fantastic tool for keyword research and also competitor insights which can be invaluable. As a Cambridge based SEO and PPC agency, it is access to tools like SemRush which allow us to provide the service our clients expect.





Another great tool for keyword research is the KW Finder, very easy to use and not too expensive for those just starting out. Check it out here  .

Summit Digital Marketing - Cambridge KW Finder screenshot


We quite like the keyword planner, it is simple to use and great for people who don’t need all the additional functionality that  a tool like Semrush brings. Check it our for yourself and find some quality keywords for your campaigns.




Managing Your Campaigns

One of the key things to successful campaigns is to manage them regularly.

Manage Your Keywords

Continue to look for and test new Keywords to add into your adgroups. Add negative keywords to stop wasting money on irrelevant keywords and improve relevancy.



Continue to make new adgroups with a few targeted, highly relevant keywords. Split test your ads and always try to beat your winning ad to improve relevancy for a higher CTR ( Click Through Rate ) and cheaper clicks.


Landing Pages

Your landing pages should be relevant to what your visitor is looking for or you will get a high bounce rate and a low relevancy score from Google. This usually results in a low click through rate and your website not being shown.

Split test your landing pages too, changing colours, text and photos can have a massive impact on conversions.


Summit Digital Marketing - Free PPC Consultation



Of course, when you mention PPC advertising, people immediately think Google Adwords. There is a good reason, nothing beats the user intent when they go searching on Google to purchase what they are looking for or for solving their problem.

However to ignore platforms like Facebook and LinkedIn to name just a couple is a big mistake for many businesses. There are massive opportunities to benefit from platforms like Facebook at the moment. If you would like to learn more about how Facebook could work for you, email [email protected] for a free consultation.

If you would like to learn more about how to setup your adwords account for success that watch the below video. Also please share your thoughts and share the post if you have found it useful.

Thank you!


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  1. Reply

    Aw, this was a really nice post. Finding the time and actual effort to generate a good article… but what can I say… I put things off a lot and never seem to get nearly anything done.

      • rowan
      • March 26, 2017

      Thank you. 🙂

  2. Reply

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      • rowan
      • March 23, 2017

      You are welcome! 🙂


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