Pay-Per-Click 101: A Helpful Guide to Understanding PPC Marketing Services

Businesses make an average of $2 in revenue for every $1 they spend on Google Ads. Even after hearing this news, however, there are still many businesses that don’t know how to use pay-per-click (PPC) advertising.

How exactly doesn’t PPC work and how can PPC marketing services benefit your business? Keep reading to find out! 

In this guide, we’ll give you the whole PPC 101. Once you know how PPC works to boost your business, you can start building ads of your own. Click on the path for success with this PPC advertising guide!

How PPC Advertising Works

PPC ads can appear on search engines like Google or Bing as well as social media platforms like Facebook and LinkedIn. When someone searches for a specific keyword, an ad that matches their search query will appear. Paid ads appear atop organic search results on Google’s search engine results pages (SERPs).

When someone clicks your ad, they’ll travel to a landing page on your website. There, they can learn more about the product or service you’re trying to sell. 

How do cost-per-click ads compete? The system is based on an auction. You’ll compete with other companies by bidding for a maximum cost-per-click.

The company that bids the highest will rank highest on SERPs for that keyword.

Many consumers are already in the mindset to make a purchase when they start searching on Google. With PPC marketing services, you can leverage that perfect timing and appear when customers need you most.


As part of your PPC 101 crash course, it’s important to understand how pay-per-click ads appear in front of consumers.

You can target your customers based on:

  • Keywords
  • Demographics
  • Age
  • Location
  • Buying behaviors
  • Interests
  • The websites they’ve visited

Understanding your customers is key. The more you understand your customers, the more precise you can get with your targeting.

Think about the keywords customers use when looking for your products or services. You can use tools such as SEMRush, Google Keyword Planner, and Google Trends to research your customers’ search queries.

It’s important to use negative keywords as well. Creating a list of keywords you don’t want to appear for will help you avoid wasted queries. As an example, let’s say you’re a fisherman’s market.

You wouldn’t want to come up for “marketing services” and end up paying for that search. Using negative keywords will help you remain on budget and allow you to make the most of your marketing spend!


Text ads are only one form of PPC advertising you can use to reach customers. For example, you can also use video ads, call-only ads, and remarketing ads.

Video ads are a great way to attract customers to your website. Video content is engaging, eye-catching, and will stand out from other ads. If you want to remain relevant and competitive, video ads are a great way to start. 

When someone clicks on your ad and it’s set to “call-only,” the consumer will immediately call your business.

Call-only ads are a great way to generate immediate results. You can speak with your customers instead of losing them on a landing page. Then, you can use your sales strategy to generate conversions.

Remarketing ads are one of the most effective PPC marketing tactics you can use. When someone visits your website but doesn’t convert, you’ve lost a potential customer. Remarketing ads reappear in front of these lost opportunities, giving you a second chance!

Learning how to utilize the different ad formats will help you build an effective campaign.

The Benefits of PPC Marketing Services

Now that you understand a little bit more about how PPC works, let’s discuss the benefits of utilizing PPC marketing services!

1. Reach More Customers

Trying to reach customers using magazine ads or billboards isn’t always effective. In many cases, you’re limiting your audience pool.

Meanwhile, 50% of website traffic starts through a search engine. After all, we usually head online when we need answers to a question or want to look for a product. As long as people are searching online or using social media, PPC gives you a chance to reach those consumers.

You also don’t have to wait for customers to come to you. Instead, your PPC ads will appear while people have an interest in your product or service. That ideal timing can help you find the people most likely to become a paying customer.

2. Precise Targeting

Let’s say your ads appear in front of thousands of people a day. If you have a niche product or service, you’re likely interested in a niche audience. With PPC advertising, you don’t have to worry about appearing in front of the wrong people.

Each time your ads appear in front of someone with zero interest in what you have to offer, you’re wasting time. Instead, you can use PPC’s precise targeting to pinpoint your ideal customer.

The smaller your audience pool, the more likely you’ll increase conversions. 

3. Easy Access

Once a print ad goes out into the world, you don’t have any control over it. That means you can’t make changes that could help improve your ad campaign. 

With PPC advertising, you’re in total control. You have easy access to the platform from your laptop or phone. From there, you can make changes that will help you generate more results.

For example, you can change your bidding strategy or adjust the ad language. You can also send consumers to new-and-improved landing pages.

As a result, your PPC ads are always working to benefit your business.

4. Tons of Data

In order to make informed changes, you need to know which ads and campaigns are working (and which aren’t). PPC advertising platforms give you immediate access to the data you need, too. By studying these results, you can make changes that will help improve your campaigns. 

5. Better ROI

Every time you make a change for the sake of improving your campaigns, you’re putting your advertising budget to better use. Plus, you only pay when people click on your ads! As a result, you’re saving money, making the most of your budget, and increasing your revenue!

PPC Marketing Services: Your Guide to Digital Success

Utilizing PPC marketing services could change your entire business. As you begin attracting more site traffic, you can increase conversions and grow as a company. With an experienced PPC team on the job, you can avoid wasting valuable time and money, too.

Turn up the volume! Contact us today to start utilizing PPC for your business.


DesignLoud is a web development & digital marketing agency located in Wilmington, NC. Our team takes great pleasure in teaching others how to build and market their websites to see higher returns.

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