how does pay per click works

Pay Per Click Marketing

It is important to get your website a good Google ranking so that it performs well and brings in new traffic for you that can possibly be your customer / regular visitors in future. Now, when you decide to bring good ranking organically, there needs to be done a lot of hard work and descriptive and in-depth knowledge of websites and how Google crawler algorithms work. Now, let us assume that you are not a web expert. Perhaps, your best choice for attaining good ranking on Google is Adwards or Pay per click (PPC campaign). It is really important to understand how does pay per click works. It is certainly hard to implement something to your web business without knowing how it functions. So here is a quick introduction to pay per click marketing.

How does pay per click works:


It is quite simple than running SEO campaigns. In this, you pay Google a certain amount you want to. This is your total budget. A per click amount to be paid to Google is then decided. In return, Google displays websites on top and right of the organic search results. Now, every time someone clicks on this add, per click amount is deducted from your funds. This amount is also known as cost per click (CPC). This process continues until your entire allocated fund / budget has been deducted. However, Google will continue displaying your ads as far as you replenish your budged / funds. So your campaign would be ongoing until you want to stop. Just stop providing funds and it is over.

It is certain that knowing basic functionality of PPC marketing is not just enough. If you are here, it is quite possible that you have a lot of questions popping in your mind related to your first PPC campaign. It is not that simple. There is a lot to know, a lot to implement in a PPC campaign. There are various facts that need to be considering before starting an SEO campaign. Most of the beginners in the field are unaware of these facts. So for helping them out, here is a quick guide for beginners:

Beginners guide to PPC campaign:

Here are certain questions that required to be answered before beginning the PPC campaign for your website.

  1. Setting proper goals:


What’s your target?

Before paying for search results, make sure that you are clear about who you want to target through it. While choosing text and keywords for the search result consider what your expected audience wants to see and select an ad text according to that and which represents needs of your audience. Make sure that the keywords you use for ad text would redirect the visitor to a page that is relevant with them. It will ensure the best possible user experience and increase your ROI. Consider yourself a visitor that is looking for the same service you provide on your website. Now, would the keywords you have chooses catch your attention and provide relevant information?

What do you expect?

Let’s assume your ads are now getting sufficient clicks and providing visitors. Now what’s next? What do you want visitors to do once they land on expected page? This goal should be included in your search text as call to action. Your lading page should be part of you website that leads the visitors to their goal directly.

What measurements would you use to determine the success of your PPC campaign?

Make sure that you already have set up a way in order to tract success of your campaign before the PPC campaign is actually launched. To do so, make sure your URLs are tweaked to support analyzing process of paid search traffic. Ongoing analysis of the campaign matrices should also be considered since they would help figuring out keywords that are restricting certain opportunities from growing.

  1. Make campaign structure easy to use:


In order to make your campaign most easy to use, there are two words that you need to consider. These are relevant and simple. Let us give you a brief view:


Use small group of keywords in order to create ad groups tightly themed. Make it sure that each ad text is relevant to each keyword from each single ad group you formed before.


Make sure that campaign is being maintained by you on daily basis. Make sure that structure of your PPC campaign is intuitive. Also make sure that it is manageable enough to monitor your campaign more effectively so that any efficiencies and inefficiencies can be identified easily.

  1. Check PPC setting of your website in Google Adwords:


Trust me, Google Network is too damn smart. By default, Google Ad words launch your campaign on full scale on their entire network, including (certainly) and many partner sites as well such as and to display your networks.

As a beginner, opting Google Display network is a good practice. Thousands of impressions would be incurred by display network through your ads that are being displayed on thousands of websites. When working with a quite constrained budget, it is noticeable that Google display network can quickly deplete your budget and can even compromise your visibility on

Local searches can be a great advantage. By default, Google ad words would launch your campaign nationally. Location targeting in Google Ad words can be customized to your advantage if your service is for a limited area, location or country. Make sure you know about your account language. Google also provides functionality of choosing target language, ad scheduling, devices, etc. Make sure to check setting of each campaign and make it sure that it is set up properly.

It is certain that you’re landed on this article from somewhere looking for and trying to figure out how does pay per click works. Hopefully you are now finishing reading it with some relevant information to your queries and with suitable answered to your questions about PPC.

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