PPC and Google Ads: Everything You Need to know

PPC and Google Ads: Everything You Need to know

Two popular ways to get business or web traffic are Google ads and PPC. PPC generally is the cash cow that keeps the internet in operation. Because of paid ads, search engines, social media sites, news networks, blogs, and other internet-based companies are able to stay in business.

Paid advertising also helps businesses that are looking to attract more customers. Through advertising on searches closely related to topics people are looking to learn more about, the return on paid ads has never been more profitable and affordable. Even small businesses can cash in on online advertising. 

Here is everything you need to know when you start Google ads or PPC marketing. 

What Are Google Ads and PPC?

Google ads and PPC (pay-per-click) are two popular forms of paid ads. Both types of advertising allow businesses to target specific audiences and increase visibility for their products or services.

Google ads, also known as Google AdWords, is an advertising platform provided by Google. It allows businesses to create and display ads on the Google search engine and other Google properties, such as Google Maps and YouTube. 

These ads are targeted to specific keywords and can appear at the top of search engine results pages (SERPs) or on other websites that partner with Google.

On the other hand, PPC is a broader term that refers to any type of online advertising where the advertiser pays each time someone clicks on an ad. This includes Google ads, as well as other forms of online advertising, such as retargeting ads and social media ads. 

PPC ads can appear on search engine results pages, social media platforms, and other websites.

One similarity between Google ads and PPC is that they both allow businesses to target specific audiences. Both types of advertising use keywords and other targeting options to reach the right people at the right time. Another similarity is that they both charge the advertiser each time someone clicks on an ad.

There are also some critical differences between the two. Google ads are only available on Google properties, whereas PPC ads can appear on a variety of different websites and platforms. Google ads also typically have higher visibility as they often appear at the top of SERPs, whereas PPC ads can appear anywhere on a webpage.

How can these methods help companies gain business?

Google ads and PPC can help companies gain business by increasing visibility and reaching targeted audiences. When a business creates a Google ad or PPC campaign, it can choose specific keywords and targeting options to get the right people at the right time. 

For example, a company that sells handmade soaps could target its ads to people searching for “organic soap” or “vegan soap” on Google. This allows the company to reach potential customers who are actively looking for products like theirs.

Google ads and PPC can help companies gain business by reaching a large audience. 

Google is one of the most widely used search engines in the world, and PPC ads can appear on a variety of different websites and platforms. This means that businesses have the potential to reach a large number of potential customers through their ads. 

By using a cost-per-click pricing model, companies only pay when a user clicks on their ad, so they are not wasting money on displaying ads to people who are not interested.

Important Key Indicators for Google Ads and PPC

If you want to get familiar with Google ads and PPC, you need to understand the terminology. Here are some of the most important key indicators for this kind of advertising and what it means.


In digital marketing, a click refers to the action of a user clicking on an advertisement or link. This can include clicking on a Google ad, a social media ad, or a link within an email marketing campaign.

Click Through Rate (CTR)

Click-through rate is a metric that measures the number of clicks an ad or link receives divided by the number of times it is shown or viewed. It’s commonly used to evaluate the effectiveness of an online advertising campaign for a particular website as well as the effectiveness of email campaigns.

Quality Score

Quality Score is a metric used by Google to determine the relevance and usefulness of an ad for users. It takes into account factors like ad relevance, landing page experience, and the expected click-through rate. A higher quality score can lead to lower costs and better ad positions.

Cost Per Click (CPC)

Cost per click is a pricing model used in digital marketing, where the advertiser pays a fee each time one of their ads is clicked. It’s commonly used in PPC marketing, and it’s calculated by dividing the total cost of the campaign by the number of clicks.

Ad Position and Average CTR

Ad position refers to the placement of an ad on a webpage or search engine results page. It’s determined by a combination of factors such as bid, quality score, and relevance. 

Average CTR is a metric that shows how many clicks an ad receives in relation to the number of times it’s been viewed. A higher CTR means that the ad is more effective.

Conversion Rate

Conversion rate is the percentage of visitors to a website who take a desired action, such as making a purchase or filling out a form. It’s a key metric for determining the effectiveness of a digital marketing campaign.

Cost Per Conversion

Cost per conversion is a metric that calculates the cost of a digital marketing campaign divided by the number of conversions. It’s used to determine the cost-effectiveness of a campaign.

Budget Attainment

Budget attainment is a metric that measures how well a digital marketing campaign performs in relation to its budget. It compares the actual cost of a campaign to the budgeted amount, and it’s used to determine if the campaign was successful in terms of cost efficiency.

Google Ads Campaign Management Best Practices

Some of the best things you can incorporate into your Google ads campaign management are also some of the simplest things you can do. 

When you jump into managing your own Google ad campaigns, here are three simple best practices you can follow to get better results. 

Be Deliberate About Keywords — Match Search Intent

When creating a Google ad or PPC campaign, it’s essential to be deliberate with the keywords you use. The keywords you choose will determine which searches your ad appears for, and it’s crucial to ensure that the searchers have the right intent when using a keyword.

If your ad comes up for searches that are not related to your product or service, you could lose a lot of money. 

To ensure that your ad reaches the right audience, it’s important to be as specific as possible when choosing keywords. It can be equally important to use negative keywords to exclude any searches that are not relevant to your product or service. 

By being deliberate with your keywords, you can ensure that your ad is reaching the right audience and your ad budget is being used efficiently.

Always Use Keywords in Your Ads

It’s always essential to use keywords in your ads, even when creating a dynamic search ad. 

Dynamic search ads automatically generate ad headlines and descriptions based on the headlines and content you predetermine in your campaign settings. By using keywords in your ad copy, you can increase the chances that your ad will be shown to users who are actively searching for products or services like yours.

The search engine also uses keywords to determine the relevance of the ad to the searched query, so it’s important to have the right keyword in the ad copy, even in dynamic search ads, to improve the Quality Score of the ad. 

A higher Quality Score can help your ad have a better position, leading to more visibility and a higher click-through-rate.

Always use relevant keywords in your ads. By including keywords in your ad copy, you can increase the relevance of the ad and improve the chances of it being shown to the right audience, and it also helps to improve the ad’s Quality Score and ad position.

Create a Good Website Experience

One easy way to improve the performance of your ads is by making sure your website or landing page provides a good experience for the person who clicks on your ad. 


A good website or landing page will have fast loading times, easy-to- text, and be set up to focus on delivering a good experience.

The keywords on your website or landing page should match the keywords used in your ad. This helps to reinforce the relevance of the ad and the website or landing page to the searcher’s intent. It also helps to improve the Quality Score of the ad and increase the chances of it being shown to the right audience.

It’s also important to make sure that your website or landing page delivers on the promise made in your ad. If your ad promises a spot for someone to sign up for a quote or a landing page to purchase a product, make sure that the website or landing page provides that experience. 

A good website or landing page will be easy to navigate, provide clear calls to action, and make it easy for users to complete the desired action.

Launch Into an Ad Campaign With Revity Marketing

If you are making plans to launch your own Google or PPC marketing campaign, you may consider help from professionals. Here at Revity, we handle Google ads and PPC marketing campaigns for dozens of companies and would be happy to help you get the most out of your advertising. 

Contact us today to learn more about how we can help your company succeed with PPC or Google ads campaign management.

Jarrett Webster

Jarrett Webster

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