{"id":23390627,"date":"2020-11-06T13:49:05","date_gmt":"2020-11-06T13:49:05","guid":{"rendered":"https:\/\/www.vendasta.com\/blog\/?p=23390627"},"modified":"2025-09-01T14:47:33","modified_gmt":"2025-09-01T14:47:33","slug":"pay-per-click-search-ads","status":"publish","type":"post","link":"https:\/\/www.vendasta.com\/blog\/pay-per-click-search-ads\/","title":{"rendered":"Pay-Per-Click (PPC) Search Ads: The Fundamental Guide"},"content":{"rendered":"<p>[et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_row _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text admin_label=&#8221;The Pros and Cons of using PPC ads&#8221; _builder_version=&#8221;4.24.3&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p><span style=\"font-weight: 400;\">Okay, I called it pay-per-click, but what I really mean is Google Ads, because (let\u2019s face it), nobody uses Yahoo and I\u2019m pretty sure Bing doesn\u2019t even exist anymore. And if you&#8217;re looking for social media marketing strategies, then you&#8217;ll find those in this article:<\/span><\/p>\n<p><a href=\"\/blog\/social-media-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Social Media Marketing: The Fundamental Guide<\/a><\/p>\n<p><span style=\"font-weight: 400;\">Google Ads are those search results that pop up when you look for something, notice those little green \u201cAd\u201d boxes, promptly scroll past, and then begin actually browsing the <\/span><em><span style=\"font-weight: 400;\">real<\/span><\/em><span style=\"font-weight: 400;\"> search results.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But wait, that\u2019s not what searchers actually do. As a matter of fact, Sparktoro determined that Google Ads earn an 11.38 percent CTR on Google, which can represent a substantial volume of traffic on terms that are generating thousands of searches per month. Furthermore, 75 percent of people say that search ads actually make it easier to find the info that they\u2019re looking for.<\/span><\/p>\n<p>But search ads are only one of many lead generation mechanisms. Continue reading the learn how you can deploy search ads at your company, or check out <a href=\"\/content-library\/guides\/lead-generation-guide\/\" target=\"_blank\" rel=\"noopener\">The Fundamental Guide to Lead Generation<\/a> to learn more about search ads as well as 38 other lead generation tactics.<\/p>\n<h2>The Pros and Cons of Pay-Per-Click Search Advertising<\/h2>\n<p><em><strong>The Pros of PPC search ads:<\/strong><\/em><b><\/b><\/p>\n<ul>\n<li><strong>The pay-per-click principle.<\/strong><span style=\"font-weight: 400;\"> Similar to the Twitter ad interface, you only pay when an individual actually takes action on your ad (clicks on it).\u00a0<\/span><\/li>\n<li><strong>Closely monitor spend.<\/strong><span style=\"font-weight: 400;\"> There\u2019s no minimum expenditure and you can set your maximum spend per day, per month, and per ad.<\/span><\/li>\n<li><strong>Targeting.<\/strong><span style=\"font-weight: 400;\"> There are a number of different targeting parameters available to Google Ads users. The primary variables include keyword search terms, display\/text formatting, age, location, language, day, time, frequency, and even devices.<\/span><\/li>\n<li><strong>Best-in-class tracking and transparency.<\/strong><span style=\"font-weight: 400;\"> Unlike the aforementioned social platforms that can often lose tracking before point-of-purchase, Google Ads will track every single action a user takes after that ad click. Whether they made a purchase, searched for your business and requested directions, downloaded an app, or placed a phone call to your business\u2014you see it all.<\/span><\/li>\n<li><strong>Instant results.<\/strong><span style=\"font-weight: 400;\"> Tactics like SEO can take weeks, LinkedIn is only gonna hit on the weekend, and Insta ads might need half a dozen impressions before they get the click, but Google Ads can start generating traffic right now.<\/span><\/li>\n<\/ul>\n<p><em><strong>The Cons of PPC search ads:<\/strong><\/em><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><strong>Competition.<\/strong><span style=\"font-weight: 400;\"> Depending on your industry and the size and volume of your competitors, some keyword terms can be incredibly difficult (or impossible) to compete on.<\/span><\/li>\n<li style=\"font-weight: 400;\"><strong>Cost.<\/strong><span style=\"font-weight: 400;\"> In alignment with the competition, costs can also prove to be a substantial barrier to Google Ad successes. Google Ads operate on a bidding structure which means that you select how much you are willing to pay per click, and this \u201cbid\u201d will determine your rank relative to other advertisers that are bidding on the same terms.<\/span><\/li>\n<li style=\"font-weight: 400;\"><strong>Complexity.<\/strong><span style=\"font-weight: 400;\"> The byproduct of all of the advanced targeting capabilities offered by Google Ads is that the platform itself can be somewhat difficult to navigate. This can make it challenging for the average marketer to efficiently navigate the dashboard and launch effective campaigns. It\u2019s often advised to <a href=\"\/blog\/ppc-expert-agency\/\" target=\"_blank\" rel=\"noopener\">hire a specialist<\/a> or outsource this work to a team of professionals.<\/span><\/li>\n<li style=\"font-weight: 400;\"><strong>Landing page dependency.<\/strong><span style=\"font-weight: 400;\"> The fact of the matter is that your Google Ads might get clicks if you\u2019re bidding high enough, but they\u2019re never going to convert unless the landing pages you have attached to them are also top-notch (text and design).<\/span><\/li>\n<\/ul>\n<p>[\/et_pb_text][et_pb_text admin_label=&#8221;How to launch a pay-per-click marketing campaign&#8221; _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h2><span style=\"font-weight: 400;\">How to launch a PPC search marketing campaign<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">When you\u2019re first starting to think about running a Google Ads search campaign for your own business or for a client, you may feel overwhelmed with all the things you think you need to do right off the start. \u201cI need to spend hours perfecting my ad copy\u201d, \u201cI need a list of 1000 keywords before I can start!\u201d your worries can go on and on, and eventually you will paralyze yourself. That\u2019s where the \u201cLazy Man\u201d ad formula comes into play.<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">Here\u2019s how it works.<\/span><\/i><\/p>\n<h3>1. Start by making assumptions<\/h3>\n<p><span style=\"font-weight: 400;\">Going into your first campaign, all you can do is make assumptions. You\u2019re assuming the ad copy that you\u2019ve written is going to resonate with your potential customers, you\u2019re assuming your bids are going to be perfect, and you\u2019re assuming your list of keywords are going to encompass all the searches you want to rank for. NewsFlash\u2014your untested assumptions are wrong, so don\u2019t fret it.<\/span><\/p>\n<h3>2. Decide on your goals<\/h3>\n<p><span style=\"font-weight: 400;\">What metric will make this campaign successful?<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Phone Calls<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Purchases on your website<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">In-store visits<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Lead form fills<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Now that you have your goal in mind you can begin to tailor the campaigns to that specific goal. <\/span><\/p>\n<h3>3. Build out your Google Ad campaign structure<\/h3>\n<p><span style=\"font-weight: 400;\">When starting a new campaign(s), structure the account as you go and as you create more campaigns.\u00a0<\/span><\/p>\n<p><em><span style=\"font-weight: 400;\">At the campaign level, consider the following when deciding on how to separate your campaigns:\u00a0<\/span><\/em><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How much you&#8217;re willing to spend on clicks or conversions from your ads.<\/span>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">As you can only change your budget and bidding settings from a campaign view, it\u2019s important to consider what type of bidding strategy each campaign is going to take.<\/span><\/li>\n<\/ul>\n<\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Networks and geographical locations where you want your ads to show.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Other top-level settings that affect clusters of ad groups.<\/span><\/li>\n<\/ul>\n<h3><\/h3>\n<p><span style=\"font-weight: 400;\">It helps to think of setting up your ad campaigns like headings on your website. Odds are those are your core business offerings, and that\u2019s where you want to start with Google Ads. For example, if you were an electronics seller your website might have headings across the top for shopping televisions and cameras, so you would want to make those the themes of the campaign.\u00a0<\/span><\/p>\n<h3 style=\"text-align: left;\">4. Organize your ad groups<\/h3>\n<p><span style=\"font-weight: 400;\">Once the campaigns are set up, you should look to populate the campaign with your ad groups. An ad group contains one or more ads that share similar targets.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Each of your campaigns is made up of one or more ad groups.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Use ad groups to organize your ads by a common theme. For example, try separating ad groups into the different product or service types you offer.\u00a0<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">When deciding on what your ad groups should be, think in terms of the sections or categories that fall underneath your campaign themes, or your business core offerings.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Remember, the whole point of the ad group is to align keywords, ad copy, and landing pages. If your structure isn\u2019t doing that as effectively as possible, it\u2019s probably the wrong structure or it needs to be reworked.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Now that the framework is in place, we want to get these campaigns live so that we can collect data as fast as possible!<\/span><\/p>\n<h3>5. Keyword Research + Bid Strategy<\/h3>\n<p><span style=\"font-weight: 400;\">With the lazy man build, we don\u2019t need to spend days building out an extensive list of keywords\u2014that will come later. For now, brainstorm possible keywords that you think customers would search for when trying to find your product. Use Google\u2019s Keyword Planner to find some initial keywords that you can use to get your ads running.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When deciding on what bid strategy to use, we recommend starting with a manual CPC bidding strategy. Manual CPC gives you the most control over what your bids should be and it gives you the most usable data that will fuel your decision making later on. Set your bids aggressive, this is called the Google Ads ramp. Setting aggressive bids at the start will allow you to build your quality score faster, which results in cheaper CPC\u2019s earlier. <\/span><\/p>\n<h3>6. Ad Copy Creation<\/h3>\n<p><span style=\"font-weight: 400;\">Creating ads can be one of the most daunting tasks. You don\u2019t want to write bad ads that don\u2019t convert. But here\u2019s the thing, you have no idea what\u2019s going to be a good ad and what&#8217;s going to be a bad ad because you don\u2019t have any data yet.\u00a0<\/span><\/p>\n<p><em><span style=\"font-weight: 400;\">So, this is what you do. Create three text ads that systematically use three types of copy:\u00a0<\/span><\/em><\/p>\n<ol>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Emotional copy.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Pricing actionable copy.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Feature-based copy.\u00a0<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">By creating these three different types of ad copy, you will gain data on which type of copy influences customers to buy the product\/service you\u2019re offering. <\/span><\/p>\n<h3>7. Analyze, reflect, and adjust<\/h3>\n<p><span style=\"font-weight: 400;\">As with any ad strategy, one of the most important steps is having a focus on continuous improvement. Whether you experience early successes or failures, it\u2019s important to reflect on your learnings so that you can make changes and improve your next campaign.<\/span><br \/>\n[\/et_pb_text][et_pb_text admin_label=&#8221;Conclusion&#8221; _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h2>Conclusion<\/h2>\n<p>With these seven steps, you will be well on your <a href=\"\/blog\/ways-to-boost-google-ads-conversion-rate\/\">way to creating and optimizing effective Google<\/a> Ad campaigns. But, Google Ads are only one of many lead generation levers that are available to modern marketers. That&#8217;s why we created our <a href=\"\/content-library\/guides\/lead-generation-guide\/\" target=\"_blank\" rel=\"noopener\">Fundamental Guide to Lead Generation<\/a>. This 300-page exploration of <a class=\"wpil_internal_link\" style=\"display: inline !important; width: auto !important;\" href=\"\/blog\/b2b-lead-generation\/\" data-wpil-post-to-id=\"28804\">lead generation<\/a> unlocks 39 key strategies that you can use to drive new business growth. Grab your free copy today!<\/p>\n<p>[adrotate banner=&#8221;115&#8243;]<br \/>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Unlock the fundamental pay-per-click (PPC) search ad strategy that you need to kickstart your lead generation efforts with Google Ads.<\/p>\n","protected":false},"author":172,"featured_media":23390635,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[1859],"tags":[],"class_list":["post-23390627","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-advertising"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.4 (Yoast SEO v26.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Pay-Per-Click (PPC) Search Ads: The Fundamental Guide<\/title>\n<meta name=\"description\" content=\"Master PPC search ads. Learn how to build high-converting campaigns, optimize keyword bids, and drive qualified traffic that turns into revenue.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.vendasta.com\/blog\/pay-per-click-search-ads\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Pay-Per-Click (PPC) Search Ads: The Fundamental Guide\" \/>\n<meta property=\"og:description\" content=\"Master PPC search ads. Learn how to build high-converting campaigns, optimize keyword bids, and drive qualified traffic that turns into revenue.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.vendasta.com\/blog\/pay-per-click-search-ads\/\" \/>\n<meta property=\"og:site_name\" content=\"Vendasta Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/vendasta\" \/>\n<meta property=\"article:published_time\" content=\"2020-11-06T13:49:05+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-09-01T14:47:33+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.vendasta.com\/blog\/wp-content\/uploads\/sites\/6\/2025\/09\/pay-per-click-feature-image.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"416\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/webp\" \/>\n<meta name=\"author\" content=\"Brock Andony\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@vendasta\" \/>\n<meta name=\"twitter:site\" content=\"@vendasta\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Brock Andony\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":[\"Article\",\"BlogPosting\"],\"@id\":\"https:\/\/www.vendasta.com\/blog\/pay-per-click-search-ads\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.vendasta.com\/blog\/pay-per-click-search-ads\/\"},\"author\":{\"name\":\"Brock Andony\",\"@id\":\"https:\/\/www.vendasta.com\/blog\/#\/schema\/person\/beb5dae1b47aeb97ae6018ff9d1ba3d8\"},\"headline\":\"Pay-Per-Click (PPC) Search Ads: The Fundamental Guide\",\"datePublished\":\"2020-11-06T13:49:05+00:00\",\"dateModified\":\"2025-09-01T14:47:33+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.vendasta.com\/blog\/pay-per-click-search-ads\/\"},\"wordCount\":1620,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.vendasta.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.vendasta.com\/blog\/pay-per-click-search-ads\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.vendasta.com\/blog\/wp-content\/uploads\/sites\/6\/2025\/09\/pay-per-click-feature-image.webp\",\"articleSection\":[\"Digital Advertising\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.vendasta.com\/blog\/pay-per-click-search-ads\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.vendasta.com\/blog\/pay-per-click-search-ads\/\",\"url\":\"https:\/\/www.vendasta.com\/blog\/pay-per-click-search-ads\/\",\"name\":\"Pay-Per-Click (PPC) Search Ads: The Fundamental Guide\",\"isPartOf\":{\"@id\":\"https:\/\/www.vendasta.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.vendasta.com\/blog\/pay-per-click-search-ads\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.vendasta.com\/blog\/pay-per-click-search-ads\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.vendasta.com\/blog\/wp-content\/uploads\/sites\/6\/2025\/09\/pay-per-click-feature-image.webp\",\"datePublished\":\"2020-11-06T13:49:05+00:00\",\"dateModified\":\"2025-09-01T14:47:33+00:00\",\"description\":\"Master PPC search ads. 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