The 6 Critical Elements Of Pay Per Click Ads To Make Your Business Boom

As a business owner, it’s important to drive new visitors to the website in which you’ve undoubtedly invested quite a bit of time and money. Pay per click (PPC) is an effective, affordable and immediate way to drive these visitors. But you not only want to drive more traffic to your site; you want them to convert into new, paying customers. PPC is great for this as well, as it’s extremely measurable. With a properly setup campaign, you can track every single lead that your PPC campaign brings you, and realize just how successful your program has been. How about that? A marketing method that you can actually calculate a true return on investment! On top of this all, what if I told you that PPC campaign is also a great way to test out your call to action on your DRTV campaign?

Today I’m going to share six critical elements of a successful PPC that you can implement to make your business boom.

1. Keyword Research

paid search market research

If you are a business that provides one key service, you might think that your pay per click campaign only needs a handful of keywords. But if you really took the time to think about it, you’d likely come up with 100s of different search term combinations that a potential customer might use to find you online.tiket pesawat ke bali

There are several tools available that can help you develop comprehensive keyword lists to use in your program. For example, Google offers a Keyword Planner, which will generate keyword ideas based on some suggestions you give it. Then there are multiple paid resources as well. My favorite is Spyfu, where you have access to an unlimited number of businesses and keywords that might be a fit for your PPC program.

2. PPC Ad Copy

Ad copy is absolutely critical in creating a new customer generating pay per click program. You can have an exceptional keyword list and ample budget, but if your ad isn’t appealing to your searcher, the program won’t deliver new site visitors and therefore, no new customers. When writing your ads, there is a formula you must follow.

After your title of 25 characters, you only have two description lines of 35 characters each to get your point across. You will need to make a big impact here. In the first line, you want to inform the viewers of the services you are offering, a more general piece of information. Whereas in the second line, you would use a call to action for a specific offer.

There are some other cool new ad features that Google has made available, but this is the basic structure of a PPC ad copy. If you’d like to learn more, get in touch, and we can explore these options.

3. Landing Pages

Landing pages are a critical component of your pay per click program. A successful landing page will have relevant and helpful information, but won’t overwhelm the visitor. Ideally, there will be a strong call to action. Your office phone number should be predominantly displayed on the landing page, preferably at the top of the page and in a color that stands out. Once a site visitor decides they are ready to call you, you want it to be easy for them to find your contact details. Additionally, an ideal landing page should also have a contact form for people to use in case they aren’t able to call you right away. This way you can still capture their contact information and get back to them.

One great way to use pay per click is for testing and optimizing your landing pages. For instance, you might be running two landing pages, with different designs/layouts, with the same offer. Another option with landing page testing is having different offers to see which is most appealing to your audience. This is called A/B testing, a very important and highly recommended practice for optimizing your landing pages.

4. PPC Budgeting

ppc budgeting

Budgeting is an absolutely critical part of any effective pay per click campaign, but not for the reason you may think. With PPC, bigger isn’t always better. What’s most important is that you identify an appropriate budget for your goals and objectives. For instance, no two dentists are the same. Dentist #1 is in NYC, treats customers in a 2-mile radius, and offers general, cosmetic and sedation dentistry. Dentist #2 is in a small Kansas City suburb, reaches customers as far out as 10 miles, and only offers general dentistry. Do you think they would have the same PPC budgets? Of course not. Their budgets are going to be dramatically different.

In terms of HOW to budget, you can go back to Google’s Keyword Planner to get a feel for typical search volume, cost per click, and a generally suggested budget range. You can also reference Spyfu again to see what other competitive businesses are spending to get a feel for how much you might want to invest to be competitive.

5. Online Reach

ppc-google-vs-bingWhen setting up your pay per click campaign, it’s important that you reach as much as your audience as possible. Obviously, Google AdWords is a great place to start, as they are the largest and most commonly used search engine. But there are many alternatives to Google for advertisers.

By also using Microsoft adCenter, advertisers can reach users on both Bing and Yahoo!. If your PPC campaigns aren’t currently running on Bing, or you thought you’d stick with Google AdWords only in your setup, it’s time to reconsider. Although traffic from Bing PPC is lower than traffic from Google, it almost always has a higher conversion rate and a lower cost per conversion. You’ll find fewer competitors using Bing, so it’s easier and less expensive to make your ad stand out.

6. Optimizing Your Campaign


Now that your programs are set up and turned on, it’s important to measure the key metrics that help identify if a campaign is running well. In evaluating your campaign, you’ll want to pay close attention to the following:

  • Click Through Rate = Clicks/Impressions
  • Conversion Rate = Conversions/Clicks
  • Cost Per Click = Spend/Clicks
  • Cost Per Conversion = Spend/Conversions

Just remember – the higher your percentage metrics and the lower your cost metrics, the more efficient your campaign will be. You’ll want to set goals for your campaign performance based on these metrics. When you set up your account, you put some tracking code on your website that lets Google know when someone has completed an offer or bought something so that you can keep track of conversions. Additionally, you’ll want to implement phone tracking so that you can measure ALL conversions from your program, not just web conversions. Without phone tracking, you will be missing a significant portion of your leads, and will not be able to properly measure your cost per conversion and return on investment.


After reading this article, you should have a solid understanding of how pay per click works, and a strong foundation to create and manage a paid search campaign for your business. If you’d like help analyzing, budgeting or managing your PPC campaign, don’t hesitate to reach out! We work with businesses of all sizes across nearly every vertical. I’m confident we can help you launch a killer PPC program that will deliver an incredible ROI!


Nicole Jobes is the Senior Internet Marketing Consultant for ReachLocal and can be reached at:
Phone: (704) 989-3710

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