Google PPC: Benefits, How to Use, Mistakes to Avoid and More

Google PPC

Google PPC (Pay-Per-Click), part of Google Ads, is a powerful online advertising platform that allows businesses to display ads on Google and its advertising network. With Google PPC, businesses pay only when someone clicks on their ad. It is an effective way to drive traffic to your website and generate leads and sales. This guide will provide an overview of Google PPC and instructions on how to set up and optimize a Google PPC campaign.

What is Google PPC?

Google PPC is short for Google Pay-Per-Click, a form of online advertising where businesses pay Google when someone clicks on one of their ads. The ads then appear on Google search engine results pages (SERPs) as sponsored listings, along with organic search results. Here are some key things to know about Google PPC advertising:

  • Businesses bid on keywords relevant to their products or services in an online auction-style format
  • When someone searches for the keyword, the advertisers’ ads may show up as sponsored results based on the bid, quality score, and other factors
  • The advertiser pays Google an amount determined by their bid whenever someone clicks their ad
  • PPC allows businesses to target customers actively searching for their offering and drive traffic to their site.

Benefits of Using Google PPC

There are many benefits to leveraging Google PPC campaigns:

  • Increased website traffic – PPC delivers targeted visitors actively searching for related products or services.
  • Advertising control – Businesses choose the budget, timeframe, keywords, and targeting options.
  • Measurable results – Detailed analytics show impressions, clicks, costs, conversions and allow optimization based on performance.
  • Fast implementation – PPC campaigns can launch in a day by leveraging Google’s expansive keyword and audience data.
  • Flexibility – Businesses can adjust bids and targeting options to optimize towards key goals over time.

When executed correctly, PPC drives a highly qualified audience to websites and converts visitors into leads and customers cost-effectively.

How Does Google Determine Ad Rank and Placement?

Google uses a complex set of factors to determine the ranking and placement of PPC ads on SERPs in the sponsored listings section. The main components impacting ad rank are:

  • Bid Amount – The maximum amount an advertiser is willing to pay for a click. Higher bids move up in rankings for a keyword auction.
  • Quality Score – Google assigns a 1-10 score based on expected clickthrough rate, landing page relevance, and ad quality. Higher quality scores lead to better ad rank.
  • Extensions – Adding location targeting, callouts, sitelinks and other extensions can improve ad visibility.
  • Landing Page Experience – Google analyzes landing page content, speed and user signals to determine ad quality.

Advertisers want to optimize all these components to improve their ad position and get more qualified clicks at a reasonable cost.

Step-by-Step Guide to Setting Up Your First Google PPC Campaign

Here is a step-by-step overview of how to set up your initial Google PPC campaign:

Sign up for a Google Ads Account

  • Navigate to and click Sign In
  • Choose Create Account and provide account details like business website, name, billing information and confirm email
  • Agree to Google Ads policies and accept terms and conditions

Setup Campaign Settings

  • Click the Campaigns tab and choose New Campaign
  • Select campaign goal (website traffic, conversions, etc.)
  • Choose campaign network (search partners only or display network)
  • Set up campaign budget, schedule, location targeting options
  • Specify default bid strategy (manual vs. automated bidding)

Create Ad Groups

  • Click Ad Groups and select New Ad Group
  • Provide descriptive ad group names by product line, service, keyword theme
  • Set up ad group default bids and budget distributions
  • Leverage Google keyword planner for initial keyword ideas

Setup and Write Text Ads

  • For each ad group, click +Ad and choose expanded text ad format
  • Craft compelling ad headlines and descriptions relevant to keywords and ad group theme
  • Include readable display URLs and specify landing page URLs
  • Write 2-3 ads per group with A/B message testing

Analyze Reporting and Optimize Account

  • Use reporting dashboards to view campaign analytics like impressions, clicks and costs
  • Drill into ad groups to identify high performing keywords and ads
  • Adjust bids, budgets and targeting options improve results towards key metrics

Continual optimization based on performance data results in the highest ROI. Take advantage of Google’s tools and recommendations in the platform.

Best Practices for PPC Success

Implementing the following best practices will increase the performance of Google PPC campaigns:

  • Perform thorough keyword research – Accurately identify high-potential keywords aligned to products and services. Analyze monthly search volumes, competition levels, and suggested bids.
  • Develop tightly themed ad groups – Keep ads in an ad group focused on a specific product line, service category or derivative keywords on a theme to allow for relevant ad messaging and landing pages.
  • Create highly targeted, enticing ads – Craft compelling headlines and descriptions highlighting key customer benefits and Calls-To-Action. Conduct regular split testing of ad messages.
  • Set aggressive but achievable bids – Determine bids based on industry benchmarks, taking into account competition levels and conversion potential. Increase bids for groups with higher ROI potential.
  • Design dedicated, fast loading landing pages that reinforce ad messaging for each ad group. Remove navigation elements to keep visitors focused on converting.
  • Track ROI diligently – Use conversion tracking to evaluate CPA, ROAS and LTV for better decision making. Eliminate unprofitable keywords rapidly.
  • Optimize via machine learning tools – Leverage Google’s powerful automation for bids, budgets, ad serving and landing pages to improve performance.

Dedicated management, domain expertise and continual optimization results in exceptional PPC performance over time.

Common Mistakes to Avoid with Google PPC

Here are some key mistakes businesses make with Google PPC that hurt performance:

  • Using overly broad match types allows irrelevant clicks, increasing costs. Use phrase or exact match often.
  • Attempting to rank for high competition keywords with inadequate bids leads to low ad position resulting in few clicks.
  • Poor quality scores from thin ad text, misleading messaging, or slow loading landing pages increases costs due to low rank.
  • Not tracking conversions accurately or setting up correct attribution modeling limits ability to optimize ROI.
  • Infrequent split testing of ad creative prevents finding messaging that generates more clicks and conversions.
  • Having a single ad group targeting disparate keywords dilutes click relevancy and quality for individual keywords.

Avoiding these common errors allows for delivery of qualified traffic and keeps cost per conversion low.


As seen in this guide, Google PPC utilizing keywords and text ads is an effective form of online advertising allowing businesses to connect with customers actively searching for products and services. By starting with in-depth keyword research, setting up tightly themed ad groups, creating targeted ad messaging, aggressively bidding, and optimizing based on analytics – companies can drive more website traffic, leads and sales efficiently leveraging Google PPC campaigns.

Need help setting up and managing Google PPC campaigns? Contact 427 Digital to help you excel!