PPC Guide for Beginners

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PPC Guide for Beginners


The Pay per Click has a relatively low risk, and we can adjust perfectly to our advertising budget, since we choose the money we want to invest, and, in addition, we will only pay each time the user clicks on the link that we propose. If you see it but do not follow it, we will not have to pay for it. In this way, the cost of error is reduced by launching an advertisement to an audience that may not be interested in what we offer.

PPC advertising gives us the ability to launch a digital marketing strategy immediately, easily and cheaply that gives you the possibility to explore different possibilities until we come up with the most accurate formula. Not all are facilities in this method because, as in SEO, we will have to create and organize a list of keywords, always have an eye on not deviating from the budget and be able to make ads that work are the significant challenges before what this mode of promotion puts us in.

Within a PPC campaign you must take into account the mentioned aspects:

The Selection Of Keywords:

As in the SEO, you must prepare a list of keywords. Can they be the same words? You should not try to use words as specific as possible to minimize the number of useless clicks.

If we resort to a service like Google AdWords, we must know that we have to play with the degree of coincidence of keywords, with what we will be determining the breadth or specification of our target audience. Google gives us four keyword alternatives.

The wide match is the option that Google offers us by default, offering our ad as a result when searching for the keyword or similar. For example, if we have selected as keywords “cheap bicycles” our ad will appear when the user searches for “cheap mountain bikes” or “cheap road bicycles.” This option of the most reaches the ad, but it reduces control towards the keywords to which it is targeted.

Exact Match:

With this option, the ad will only appear when the exact phrase is used in the search engine so that the ad will only be displayed when the user puts “cheap bicycles” in the search engine. This will reduce the scope but, as it is a more efficient click, we can offer an increase in our conversion rates.

Phrase Match:

The ad will appear when searching for the exact word or with other terms sooner or later. For example, “very cheap bicycles” or “cheap mountain bikes.” It is an option that tries to be a balance between the broad and exact match.

Coincidence Negative:

It is used to make sure that the ad will not appear when a particular word or phrase is used as part of the search to avoid showing people that they are probably not interested. Thus, for our example, we will be interested if we sell new bicycles avoid the term “second hand,” we will achieve a more active approach and reduce the risk of unwanted costs.

The Text Of The Announcement:

The wording of the text of every advertisement represents a challenge. The reason, we have a limited number of characters with what, in a small space, must be convincing, credible and persuasive. To this challenge, it is necessary to add that the different search terms that we are going to use are going to need a different advertisement text since they can be referring to products or services very different from each other. The solution to avoid going crazy is to group different keywords in which each group focuses on a broad topic and can share the same text. We will achieve in a more agile way to guide each term to relevant and well-focused text.

The PPC ad consists of four elements:


It must be designed to absorb the customer’s attention. The simplest and most effective is to include all the terms that the user has been able to use in their search. If you have used “vintage bicycles” this should be the owner that we will use for those terms or enrich it in some way like with the question “Are you looking for vintage bicycles?” Which, well accompanied by the description will increase the number of clicks.


Here we will see the differential benefits or advantages that we offer. They can be promotions, product quality, assortment range, warranty service, product deliveries, etc. It is quite advisable to be very specific in relation to what is on offer because this way we will be able to attract a really interested public. For example, we can include in the description “Bicycles Peugeot, BH, and Classic Vitas at the best price.” As the descriptions of all competitors are usually very similar, we must make an effort to differentiate either appealing to the sense of humor, resorting to unusual words or any other idea that comes to mind. Finally, a call to action of the type “Buy now” or “Buy today” and save 10%” usually offer better results.


It is just the version of the destination web address. Most PPCs ask that this must be the same as the actual destination URL. This requires us to appeal to inventiveness because only a reduced version will be shown as a result in the search engine. We must make sure that the keyword appears in the URL and separate them with hyphens to emphasize them. Simple advice, do without the “http: // www “. So that you can have more of the space for the domain name. One last recommendation, if you intend to present your products in different countries has a domain for each country.

Dynamic Keyword Description (DKI):

It gives us the possibility of specifying a position in an ad in which the keyword will be located when it is included in the query of the search engine that caused it. We will have the possibility to, from a generic ad for an ad group so that, later, the DKI makes it more specific and oriented to each user.