10 Steps For Effective PPC Campaign

Posted on

What is PPC?

Abbreviation PPC refers as Pay Per Click, A model of advertising use to generate more traffic on the website. PPC redirect paid traffic, the amount per click is paid by an advertiser to the publisher.

It is very important to plan your PPC strategy before putting it into action.

Steps for Pay Per Click (PPC) Campaign:

 1. Goal Setting

The advertiser must decide what it wants to achieve by the campaign, goal of campaign is decided, further divide goal into various steps and design strategy accordingly.Objectives of doing PPC can differ from advertiser to advertiser, some may want to create brand awareness other may want to generate a lead or convert that lead into sales.

2. Choosing the Right Platform

Facebook, Google, Yahoo, Instagram, LinkedIn and Bing and there are many other platforms where advertisers can implement their PPC strategy, but to choose which will suit their business is a difficult part. For these advertisers, they must study their business and their audience in depth for choosing the most effective platform to implement the strategy.

3. Targeting

The advertiser must decide what area they want to target it can be a town, city, country, continent or Planet Earth, this will mainly depend on the scale of business, nature of the product and its demand. The advertiser must have an effective supply chain to full fill these orders or an efficient structure to provide services, Before implementing the strategy, they must also decide they are targeting desktop users, tablet or mobile users, type of device play an important role.

4. Finding Right Keywords

Advertisers must find out what their target audience search for when they look for similar product or service. All possible keywords, the phrase must be identified and ranked according to their importance or search frequency. The advertiser must not only identify keywords that are expensive but also try to identify keywords that are highly relevant but are available at low cost identify.

 5. Create Effective Advertisement

Effective communication will include keyword, attractive offers, phone number, address, additional links, and rating. It will help to improve Click Through Rate (CTR) and will also improve the quality score.

6. Scheduling

Time of reflecting of advertisement or time of campaign will a very important role, it can be given on different days, at different hours each will have a different impact. Example: To give advertisement of winter wear from October to December will be more relevant as compared to doing a campaign during June July in India.

7. Optimisation

 The ad quality score decided by google on basis of landing pages or page where your ad will redirect the target audience, it is important to have 3-4 landing pages attached to different ads to manage your website traffic in an effective manner. The landing page must have complete information about the product buttons like “BUY” or “Subscribe”

8. Negative Keywords

 It good to identify the best keywords but it’s great to identify negative keywords, make sure none of the negative keywords are used in your advertisement campaign. It reduces Cost Per Click (CPC) and improves Return on Investment (ROI).

9. Competition Analysis

Identify what your completion is doing, what keywords they are using, what strategy they have opted, do a complete SWOT analysis and bring out the best strategy for your campaigns.

10. Monitoring & Managing

 It’s important to monitor and manage your campaigns effectively use of tracking codes to identify usability and profitability of keywords. Use of Google Analytics for better insight for Google AdWords, checking bounce rate and identifying the reason for bounce rate taking appropriate actions to improvise strategy. It will also help to analyse audience behaviour.


  • Effective PPC strategy can be developed by continuous research, improvisation, and


  • The advertiser must understand the behaviour of his target audience
  • Identifying both positive and negative keywords
  • Use of tools to monitor the campaign