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Pay-per-click (PPC) marketing is actually advertising over the internet where in advertisers pay the publisher when their ad is clicked by the audience. It is also known as cost per click marketing. Basically, in PPC marketing your ads are shown on other websites and if the user clicks on it the advertiser has to pay fixed rate for each click. Well! The idea behind it is to drive more and more traffic to your website and generate more leads converting them into sales eventually.

PPC Advertising Process

Setting up the account

First thing first! You need to setup an account with Google Adwords for PPC Advertising for which you can visit this link!

Keyword Selection

You need to research the keywords and phrases on which you should bid and also conduct competitor research in order to get full understanding of the PPC landscape in your industry.

Establish a budget

You must make an estimate as to how would be spending every month. Now depending on that you need to bid for your keywords. Your ad’s placement on the page depends upon your bid and your overall quality score. The more competitive your keywords are, the more you’re likely to spend for each click.

Get creative

While creating your ads make sure the ads are specific, highly targeted, and encourage visitors to click through to your site for which you can use compelling calls-to-action, targeted special offers and so on.

Landing pages

The visitor lands on the landing page after clicking on the call-to-action on your ads. Make sure the landing page complements your ad and is consistent with the ad. It should be optimized for conversions.

Test and refine

Now, in order to see what’s working and what’s not, you must monitor your PPC ad campaigns for performance and refine the process by keeping the ads with the best results

How to Pay Less for More in PPC Advertising

We all want to pay less for anything and everything. Don’t we? And anyway an effective marketing is the one in which you pay as less as possible and yet achieve some wonderful returns. PPC marketing in Google Adwords is no different. There are so many costs involved in PPC marketing such as cost per conversion, cost per click and so on. Remarkably, they are all inter-related with each other for instance your cost per conversion is sure to go down if your cost per click descends. So you work on one thing and everything automatically gets on the track.

There are two ways you can lower your CPC either you lower your bid, which is however not recommended or Google lowers your CPC depending upon your ad rank prized by it. Now what would be the ways that will make Google improve your ad rank and eventually reduce your CPC? Here are six most basic ways that will help you reduce cost per click in Google Adwords.

Right targeting

When you start creating highly targeted ads to your one keyword, it will eventually increase the click-through rate that will in turn increase your quality scores making your ad rank to go up and lowering your CPC in the end. Therefore, the more relevant your ads are, lower will be your CPC.

Track conversions

Make sure you have enabled conversion tracking in order to know which keywords, landing pages and PPC ads are giving results and which are not. Now based on the results, you can pause those which are not performing well until you figure out what you want to do with them.

Quality Scores

Quality Score is Google’s rating of the quality and relevance of your keywords, landing pages and PPC ads. Google determines your cost per click through it and also determines your ad rank by multiplying it to your maximum bid. Higher your quality scores are, lower will be your cost per click.

Click-through Rate

It is the metric that really happens to be very important when it comes to the lowering of cost per click. If people who see your ads click it, it indicates Google that your ads are relevant and helpful to the visitors. So, based on such indications Google lowers your cost per click if your click-through rate is high.

Regular monitoring

Why is regular monitoring so important to reduce the cost per click in Google adwords? Because this is how you would be able to find out the ad campaigns or the keywords that are not performing well and make modification on time before it is too late in order to maintain your quality scores.

Multiple ad copies

One more way to reduce cost per click in Google Adwords is to have multiple ad copies as it would increase your quality score which will in turn reduce your cost per click.

So, these were the six incredible ways you can lower your CPC. One more thing that you should be aware of is that Google not only considers your current campaign but also those you have run in the past. So make sure you think about your potential quality scores before you launch a campaign.


PPC Advertising can actually do wonders for your business if you know how to conduct it well. Remember! The factors that we talked about in the article such as the quality scores, click-through rate and so on are very important when it comes to your overall spend and ROI of PPC advertising as they directly impact the cost-per-click(CPC) for your PPC ads. So, you must take care of all these factors that help you make Google prize you with a good quality score that means a lower CPC.

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