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How Does Pay Per Click Work?

Easy Steps to understand & Use PPC

Everyone wants more traffic to their website. It’s simple maths – you have a new website and you want people to know it exists. You have two choices:

  1. Organic searches
  2. Paid searches

Both have their part to play. Organic is without doubt vital but takes time. So what’s the alternative for quicker results? Paid searches or as it is more commonly known – PPC (Pay Per Click).

It involves the creation and strategic insertion of online ads on Google where you pay when someone clicks on your advert.

Getting Started

First, decide on the product or service you require. Do some keyword research using Google AdWords or an appropriate SEO piece of software, such as Moz or SemRush. The idea is that someone types in one of your selected keywords into Google, your ad will appear and steer them to your website. Thus generating more traffic and leading to increased sales leads.


Depending on your business and its market sector, think about who you wish to target and use the following list to develop your marketing strategy:

  1. Customer demographics
  2. Products and service you offer
  3. Geographical targeting
  4. Budget allocation

Remember to segment your products and services in order to monitor the results. Do this by advertising only on Google, push one product or service at a time, and test with A/B splitting into two Ads. For example: If you sell two types of bikes, write two different headlines and watch the results between the two.

Design an Advert

PPC adverts take the form of a headline, two lines of text and a URL.

The headline should be specific and compelling. Think quality when writing the body copy and remember to insert the required keywords. The URL should point to the landing page you wish the reader to land on.

Campaign Budget

Instead of fees, PPC means you pay only when someone clicks of your advert. The position of your advert depends on how much you bid per keyword. The more you bid, the higher up the page you will be displayed. Ideally, aim for halfway up the page to ensure you receive enough clicks but not paying too much of a premium and blowing your budget set per day.

Allocate enough budget to ensure your advert is visible all day and receives enough clicks. Adjust keywords and positions on a day to day basis for the first week to find the right fit.

how does pay per click work

Monitoring Results

Measure the number of times your advert has appeared in Google’s search results pages, also known as impressions and your CTR – Click Through Rate. Aim for an average CTR of around 5% to justify your expenditure. If you have less than 5% revise your campaign by altering keywords and position.

To better understand this you need to look within Google AdWords under Keywords and check each one for its ‘quality score’ which will be assigned under Status. By comparing and analysing the number of Impressions, Click Through Rates, Average Cost Per Click, Cost and Average Position; you’ll be able to build up a pattern of performance which will guide you to whether a particular keyword has been successful or not. This information will propel you forward to improve your advert’s copy and establish more credible results.

Don’t be afraid to try several campaigns of varying budgets to specific products and services to see the data that can propel you forward to the results you are after.


The whole aim of PPC is to gain more revenue or interest and therefore add more value to your business. Using trial and error dependant on your objectives and market sector you will be able to open up a volume of traffic that would have taken far longer to achieve via conventional methods. Only by strategic planning, implementation and monitoring can you really harvest the power of PPC and its impact on your business.

Contact Us

If you wish to know more about PPC Management Services or have a question you wish to ask, please feel free to comment here or contact us directly at hello@swanseadigitalmarketing or follow us on social media.

Swansea Digital Marketing, 306 Llangyfelach Road, Brynhyfryd, Swansea, SA5 9LG. Tel: 07946 212 620