Pay per click (PPC) is one of the best models combining the relevancy of organic search and immediacy of advertising. In this advertising model, businesses target web visitors with relevant ads when people search for particular phrases. Unlike organic search listings where it can take a long time, lots of creativity to prove authority. PPC allows you to tell search engines, “Hey, I know my audience is searching for XYZ, put my ad up”. Within minutes you’re getting in front of people looking for the answers to the questions that your product solves. A direct approach!

Where are the ads found?

Pay Per Click ads typically appear in the right and top part of the search results page. PPC advertising allows you to choose as many relevant search terms as you want and advertise on them. The beauty is you only pay when someone clicks on your ad!  And you are allowed to bid how much you would like to ‘Pay Per Click’, thus the name. You can be live within minutes of setting it up and drive traffic to your website the same day. You pay only when someone actually clicks on your ad, not pay per view or impression.

What are the PPC Pros?

  • Easily measurable: PPC is easily measured. Marketers are able to get raw numbers within seconds for Return on investment (ROI) and cost per acquisition (CPA)
  • Highly Targeted – You can easily hit your target audience by using the proper keywords.
  • Controlled Cost – You only pay when someone clicks on your ad.
  • Fast Speed – Everything about PPC is done fairly fast. The campaign can be running in less than a day
  • Easy Control – You have total control of what the searcher sees when they view your ad or click through to your site.
  • Flexible Timing – You can set up your ads to only run when you want them too

What are the PPC Cons?

  • Expense – A PPC campaign can be expensive it if isn’t executed and monitored correctly.
  • Click Fraud – There is always a risk of getting unethical clicks.


It sometimes can become a debate when Search Engine Optimization (SEO) and Pay Per Click (PPC) are involved. Opinions for and against each of them can become a maze. Some believe that you get more out of paying for the targeted traffic. All while others point out that SEO brings free traffic to your Website. No matter the side of the debate, most experts agree on one thing, COMBINE BOTH!

A combined Approach

The Most Effective Marketing Strategy is combining SEO & PPC. Focusing entirely on SEO leads to missing out on the 25% of Web searchers who click on paid listings. While focusing entirely on PPC allows SEO savvy competitors to land those other searchers. Furthermore, PPC advertising can fill in the gaps for your SEO. During the 3/5 months that you are SEO optimizing and waiting for results. You can drive most of your traffic via PPC ads. Combining both PPC and SEO means that you will take up more search engine real estate. More screen real estate!


Unlike organically ranked content, PPC has a fixed space in the Search Engine Results Page (SERP). Thus, if combined with organic SEO content, a visitor searching for your target keywords/queries. Will then find most of the SERP real estate occupied by your target content. From navigational, informational to transactional!

Keywords are King!

Above all, keywords are the driving force behind PPC campaigns, and must be selected very carefully. Again, it’s vital that these words reflect the image and content of your website and your marketing materials. For instance, when researching and collecting keywords, your task is to find a balance. This is between being so specific that no one (or very few people) search for your keywords. Then being so general that you appear for every keyword including one that make no sense at all. Tricky business, right?

Google Keyword Planner

This is always a starting point when faced with the keyword paradox. The Google keyword planner is available in 2 variations, one for AdWords clients, and the free public one. Even if you never use AdWords, this tool is worth it for research! Keyword research is a no brainer when doing PPC. It allows you type in your own keywords and see relevant suggestions Google has based on other people’s searches. Similarly, the number of searches that done per month and approximately how much each Keyword will cost/click. In addition, your website probably already has a number of keywords sprinkled throughout. Use this tool helps you to review your existing website and analytics for keyword opportunities.

Nine Important Tips

For an effective PPC campaign for your business:

  1. Define Your Campaigns’ Objective
  2. Define &Create Customer Profiles
  3. Research and Brainstorm keywords
  4. Focus on Organization
  5. Leverage specifics (broad match, exact match, phrase match, location, etc.)
  6. Create Compelling Ad Copy and Landing Pages
  7. Target Your Ads
  8. Combine PPC and with Organic SEO
  9. Track, Evaluate, and Refine Your Campaigns


For lasting results, your PPC ad campaign needs to be tweaked on a fairly regular basis (once a week). Consistent tracking allows you to remove keywords that are wasting your PPC budget. Thus, add newer keywords, both positive and long-tail and negative ones. It helps you become cost effective! Possible changes include pausing ads and keywords with low CTR. Then adding newer ad copy and changing ones that are underperforming. Later, reducing keyword bids if the campaign is hitting daily budget limit, etc. Always identify low CTR, keywords with higher cost-per-click and other aspects that negatively impact your ROI.