What is PPC Marketing & How does it Help Businesses?

The most common method of Marketing a Business or Products Online is via SEO or PPC.

SEO is a long term process and takes time to give results while PPC (Pay Per Click) is a method of Digital Marketing that offers instants results when done correctly. In the PPC method of marketing, the advertisers are charged every time someone clicks on their Advertisement.

PPC is one of the best methods of marketing, and every digital marketer is keen to learn about it.

SEO is the best form of marketing; however, it’s tough for business owners to rely on SEO until it shows results. In such a scenario, the best option to market your products or business can be paid campaigns.

To give your competitors an edge and reach your target audience, you can use geolocation marketing for your business and products. There are various types of PPC marketing on the internet. However, the most common and highly used is Google Ads.

You may or may not be familiar with PPC Marketing, but as a marketer, when you hear about PPC, there are specific questions that come in mind related to it. In this article, I will try to cover up common questions and doubts regarding the Pay Per Click Marketing.

What is Pay Per Click (PPC) Marketing?

PPC is a form of digital marketing in which advertisers pay for every click that occurs on their Advertisement. Hence, it is a method of getting web traffic on the website via Advertisement, not organically.

The most common form of PPC marketing is Search Engine Marketing. It allows business owners and marketers to make a bid for the Advertisement Placement on SERPs on specific Keywords that people search in Search Engines.

However, there are other methods of PPC marketing through which you can promote your brands, products, and business to generate leads and traffic via paid ads placement. As of now, even Facebook is an excellent platform for PPC Advertisement if your target audience is on Facebook.

Why is Paid Search Important for Business?

Search Engine Ranking of a website is the best gift for any marketers without any doubt. Every person these days makes use of search engines to search for a product or service.

The potential customers will search for their requirements, and SERP is the only place to come forward in their eyes. However, ranking high organically won’t be easy every time. After all, it’s the three ‘Ads,’ which show first, and then organic results begin.

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Herein, paid search is essential, and probably the most effective way for marketers to get hold of their prospects. Investing to display your website’s ad for the searcher will fetch you good results both in terms of clicks and conversions. PPC marketing is an effective way to beat your competitors instantly.

How doe PPC Work?

If you plan to begin learning PPC, you must learn and understand the right way to do this from the starting only.

Creating a PPC campaign needs a lot of effort. You will have to choose the right keywords and then use those keywords in your campaigns and appropriate ad groups, and linking it with the right landing page. In fact, you may also need to optimize those landing pages to improve your conversions.

You should try to make appropriate and well-targeted PPC campaigns, which is beneficial both for you and your visitor.

Anatomy of a PPC Campaign

The AD Group

As the name implies, an Ad group consists of multiple Ads related to a particular campaign.


You will need to associate your Ad Group with a set of Keywords, so the Ad Networks knows where to run the Ad Campaign.

Ad Text

Most of the time, Ad Text is an overlooked component of PPC marketing. With an optimized and relevant Ad Text, the CTR of PPC Campaign always gives higher traffic and leads.

Landing Page

Whenever a visitor clicks on Search Engine Ad, they will land on some page. That is called Landing Page. The landing page should be relevant to the Advertisement in terms of Keywords and Context.

How does Google Ads PPC Work?

Let’s understand Google PPC with an example. Suppose you want to target the audience searching for women’s shoes so that you will bid for the ads targeting the keyword “Summer Shoes.” Your Ad will then appear in the exceptionally best spot on the Google search results page.

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Every time someone clicks on your Ad, Google will charge you money for it. So, with the viewpoint that getting visitors is more valuable than what you pay for it, you invest in Google PPC.

In fact, if your ads and landing pages are helpful for clients, Google AdWords or Google PPC might charge you less for your every click, and give you more benefits for your business.

Is PPC Marketing A Good Career Option?

A career in PPC is both fruitful, exciting but quite a task of responsibility. The demand for PPC experts is high, as daily, the number of websites being created is increasing. Each website/business will need a PPC professional for its marketing.

The best thing about PPC as a career option is that it can never bore you. Every time you work on it, you should have a different approach and strategy to outstand your competitors. You will have to make creative and useful content for your website and ads. And all these PPC elements will keep you occupied and engaged in this zone of marketing.

What Does a PPC Specialist Do?

The good thing about being a PPC specialist is the fact that it doesn’t require any degree. However, a master’s or degree in business studies will be cherry on the cake, but that doesn’t change the fact that PPC professionals in the market usually belong from different streams like arts, commerce, engineering, and others.

The mutual factor among this skilled PPC specialist is the passion and skills to achieve the desired knowledge in PPC and generate effective results.

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Why is PPC Marketing Important?

PPC is a paid online marketing way that generates traffic and leads through ads and investment. PPC is a means to get your website noticed by your target customers. Paid marketing is the most impactful way to target digital prospects, and so comprises usually 40% of a marketing budget.

  1. Paid search has the flexibility to make changes whenever needed. Every element of the ad can be changed: keywords, ad copy, ad extensions, and the landing pages used in the ad.
  2. Unlike SEO (Search Engine Optimization), you will be able to see results with paid search very early. On the other hand, SEO tips & tricks can take long to increase in SERP.
  3. With Google Ads, you’ll pay only when a user clicks on the ad, which implies no money is spent on just impressions for users who won’t click on your ad.
  4. Another thing interesting about PPC is being able to measure the results for each ad, each keyword, and even each user.

How much Time Does PPC Take to Start Working?

Results from PPC depend on the business industry you’re working on the cost of being invested. A higher budget will result in higher success, but the success depends on their expected results for the campaign.

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Each company will depend on the size and the campaign’s expectations. Therefore there’s no general budget. On the other hand, if you’re a small company, you can experiment with your PPC and can be turned on and off at any time.

It’s not a one-time deal, nor is it a long-term growth tool. The steps of a new PPC campaign should be planned out in detail so that the objectives are manifest beforehand.

Is PPC Marketing Easy to Learn?

PPC Marketing is right for searchers, advertisers, and deriving good results. It offers an excellent opportunity to grow and generate your leads at lower and reasonable costs.

  1. Learn the basic terms and concepts, understand the types of PPC marketing.
  2. Read blogs and watch video tutorials on PPC marketing.
  3. Read the latest news on PPC updates.
  4. Take free trials of PPC platforms.

Qualifications Required to Become PPC Marketing Professional?

Some of the necessary skills and qualifications which you will need to become PPC Marketing Profesional are listed below:

  1. Excellent writing skills are a must. Your content needs to be understood and conveyed in the right manner, and you have to develop your writing skills to increase ad performance.
  2. You should have the skill to show the results of performance generated with the investment in PPC marketing.
  3. There should be an ability to analyze the data and filter the most important one is the same.
  4. Skills of being able to understand statistical significance are also required in evaluating performance and holding experiments.

How Much Salary Can I Expect as a PPC Professional?

If you are a certified PPC professional, you can expect it to be 25-30,000 per month. Your salary will depend on a lot of factors.

Briefly, it would be based on your experience, results in previous projects, knowledge showcased during the interview, analytical thinking, and passion for growing.  It even depends on your last salary package.

Scope of PPC in Nepal and WorldWide:

Current Scenario and Future

PPC specialists are responsible and expected for tasks like planning, managing, and executing paid marketing campaigns on various platforms to achieve business goals such as brand awareness, lead generation, and sales conversion.

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This role or a PPC specialist requires a mix of marketing and analytical skills and an in-depth understanding of bidding methods, performance measurement, ad platforms, conversion optimization, and search engine marketing to manage campaigns that can drive real ROI.

To be precise about the scope of PPC, this domain of marketing has got the most attention from business owners and marketers. Simply because of its result driving capability, objective nature, and vast flexibility of optimization capability. If you are responsible for handling PPC campaigns, then you can bring a drastic difference to the business revenue.

Hence, companies lookout for skilled and talented PPC professionals who can drive excellent results and contribute to the company’s growth.

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