Helping Small Businesses Grow

PPC Marketing


PPC marketing  is essentially a model of advertising, where marketers or businesses place ads on specific platforms and then pay every time their ad is clicked on. 

Unlike SEO, which may take a few months to increase traffic, PPC marketing can yield almost immediate results. 

Wunderbar Marketing & SEO Solutions Agentur Braunschweig

What Is PPC Marketing?


In the United States alone, 64% of searchers click on Google Ads when they are interested in buying a product or service online. This means that – even though SEO is an important (and free) tool for long-term, continuous website traffic – PPC campaigns will get you qualified leads when you have some money to spare and want to sell as soon as possible.   

How PPC Marketing Works
Let me be very clear: your brainstorming phase about target audiences, buyer personas and branding narratives should be completed you start investing in PPC campaigns. At this stage, you need to know your core business objectives, your message, your unique selling point (USP), and who you want to advertise to.
Pay per click advertising platforms allow you to create content for specific ads, which they will then show to relevant audiences. 

One of the most popular PPC platforms is Google AdWords. You will sign up to the platform, create advertising campaigns, select the keywords you want to target, and write ad copy. 

Once the campaign has begun, you will pay whenever online searchers click on your ad and get redirected to your landing page. Google Ads are a great way to increase brand awareness, generate leads and drive up conversions. However, not all types of campaigns are the same – and this is where many first business owners get confused. 

Google Search Ads vs Display Ads

Specific types of PPC campaigns serve different purposes. One of the most prominent ad formats among advertisers is the search network. Mostly, marketers will start with search ads and then eventually start using display ads, in order to mobilise their remarketing potential. 

Both search and display ads are highly effective when used for the right purpose. Knowing these differences in advance is crucial if you don’t want to waste your budget on clicks that won’t lead to conversions.

Search Ads: 

Search ads are one of the most effective ways to cater to audiences who are already searching for a specific product or service online. Thus, search ads are best used for capturing intent. 

In other words, you need to know your audience’s intent – only then you can bid on the keywords they are using.

It is important to realise that search ads are the best way to advertise to people who are looking online for a solution, service or product to buy as soon as possible.

When they go online, they expect to find a relevant solution to their problem. 

Display Ads: 
Display ads, on the other hand, are best designed to increase brand awareness. This means that display ads work best for people who, unlike users of the search network, do not have the intent to buy a specific product or service. 
Essentially, these people are at a different stage of the marketing or sales funnel: they are at the awareness stage, whereas users of the search network are already at the consideration stage. 
Why does the marketing funnel stage matter when using PPC campaigns? It matters because it makes evident that, at the awareness stage, people are just becoming aware of your compay’s existence – meaning that they are not necessarily considering your services yet. 
Most marketers use display ads for remarketing purposes (i.e. to remarket to audiences who already engaged with their search campaigns but did not convert).
However, oftentimes conversion rates for remarketing campaigns stay disappointingly low and, in the end, do not generate more leads than the good old search ads. 
Based on the fact that there are many users who may not go online with specific intent to buy, display ads are best for raising awareness about your brand and services.
At the awareness stage, online users either do not know of your existence, or they know but do not care yet. It is your job to make them aware, and to show them why they should care. 
Use these ads to get your name out there, and to show potential leads what problems your company can solve for them. Offer free content, downloads, freemium versions, etc.
People may then develop an interest in your brand, and decide to find out more about your business. This way, you can create a lead-funnel through display ads (for example on Facebook). 
How To Do Keyword Analysis for PPC

A PPC campaign without properly researched keywords is a horrendous waste of money. You may still get leads in, but will they be qualified? Probably not. 

You will need to know your target audience, the keywords they are searching online, and what keywords your main competitors are using. 

In order to find all that out, you need a keyword planner – preferably a free one. There are two that do their job almost as well as the paid keyword planner tools: the Google AdWords Keyword Planner as well as Moz’s Keyword Explorer

Both will show you volume data, keyword trends, and cost per click for each keyword. Most importantly, they will also give you specific keyword suggestions for your campaign.

In order to target your audience, you need to find keywords specific to their search intent. The more relevant the keywords for each ad group, the more qualified the leads. 

Why You Need To Remember To Include Negative Keywords
With the goal of more qualified leads in mind, it is not just the keywords that you need to consider. In order to avoid spending unnecessary money for unqualified clicks, you will also have to add negative keywords to your Google Ad Words campaign. 
For example, you are a real estate agent who wants to sell high-end apartments in central Berlin. Now, by adding keywords like ‘buy apartment Berlin-Mitte’ or ‘buy 2-bedroom apartment Berlin’ you will make sure that you get a certain amount of qualified leads. 
However, after a little while, you may start getting leads looking to rent an apartment in Berlin – meaning that those clicks were a waste of money. 
Maybe you campaign started ranking for keywords such as ‘apartment Berlin-Mitte’ or ‘rent 2-bedroom apartment in Berlin’. In order to prevent this, you can add these keywords as negative keywords that your ads won’t rank for. 
Even if are not aware of any issues with your campaign, you need to include negative keywords. This way, you can prevent a situation where your ads have a lot of impressions but little to no clicks. 
Why Your Ad Copy & Landing Page Matter

To increase ROI, both your ad copy and your landing page have to have one thing in common: they have to be personalised. According to a study published by Autopilot, 73% of consumers are extremely frustrated with generic advertising. 

To write personalised copy for both your ads and your landing page, you need to (a) include the main couple of keywords and (b) know your target audience.

By personalisation we mean the relevance of your ad to your audience. It has to be tailored to their problems, needs, and interests. 

The closer you manage to capture these needs with your ads, the more clicks your PPC campaign will generate. 

Most importantly, your ad and landing page copy should include your Unique Selling Point (USP). 

In the end, people do not want generic advertising – they want a convincing, trustworthy brand that takes care of their needs and wants. 

Lastly, Include A Call To Action
From 2016 to 2017, WordStream analysed 612 of the best Google Ads. They found that ads containing CTAs with the word ‘get’ performed the best. 
ctaaction 1
Other powerful words to use include ‘buy’, ‘shop’, ‘try’, and ‘learn’. Obviously, the success of these phrases depends on whether they fit your services or products you are trying to sell. 
Keep in mind that your ads should accomplish a personal approach. This is why you should also include the following words:
  • Your (personalisation)
  • Best (value oriented)
  • You (personalisation)
Whenever I create a PPC campaign for a new client, I make sure to learn a few crucial things first: 
  1. What is their brand narrative/USP?
  2. Who is their target audience?
  3. What do they want to achieve with this campaign? 

Only then I will be able to determine suitable keywords, copy for the ads and landing pages, and the right kind of CTAs. 

To sum the whole thing up: people are flooded with generic advertisements. If you want to stand out, you have to do your researcch and then personalise, personalise, personalise. 



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