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A Beginner’s Guide to PPC Ad Campaigns

A Beginner’s Guide to PPC Ad Campaigns

If you’ve seen a search engine results page (SERP) recently, you might have noticed the expanding real estate search engines like Google allocate to paid ads. Since Google started selling advertising space in 2000, search engine advertising campaigns have become a vital tool for companies determined to increase their online presence and boost revenues. Learning how to best put your marketing budget to use in this dynamic territory can be crucial to the success of your business.

What is PPC?

Pay-Per-Click, known simply as PPC, is a rapidly growing facet of search engine marketing. You encounter PPC ad campaigns on practically every Google SERP. PPC’s most noticeable footprint appears as “Ad” results at the top of the SERP, like the image below:

Every time a user clicks on a paid ad, the advertising business pays Google a cost-per-click (CPC) and the user is directed to a chosen landing page on the advertiser’s website. Unlike other advertising strategies, AdWords gives you the ability to better target your ads. Instead of casting a wide net, you can concentrate your advertising campaign dollars on more relevant searchers that will increase the return on your investment. Plus, Google AdWords provides extensive statistics that track the data behind your advertising campaigns, allowing PPC management agencies like Radd Interactive to regularly sculpt and adjust your PPC strategy.


Many businesses are aware of the importance of a robust Search Engine Optimization (SEO) strategy to reach the top of organic SERP listings. However, fewer take advantage of a combined SEO and PPC strategy.

In the example below, a SERP for the search term “king mattress” includes four paid ads before displaying organic results. Even though Mattress Firm’s King-Size Mattresses page is listed first organically, their business is likely losing several potential customers to PPC ads. Since users are increasingly more likely to click on prominent, high-placed PPC ads from national brands (in this case, Amazon), even high-ranking organic search results are bound to suffer.

In this case, hiring a technical SEO agency that employs a successful strategy just isn’t enough. Your business may rank first organically, but will not necessarily rank first overall if there are PPC ads above it. However, the combined strategies of paid ad campaigns and improving organic listings strengthens your business’s presence on the SERPs and gains the trust of consumers. Eventually, each marketing channel positively influences the other as consumers travel down the purchasing funnel. Consequently, a properly-structured PPC campaign along with a sound SEO strategy will strengthen your website’s SERP position, attracting potential customers who would have shopped elsewhere and enlarging your company’s online market share.

Why Hire PPC Campaign Management Services?

PPC can consistently give your business crucial statistical insights and attributable results, leaving you with a substantial return on investment and increased profits. When you hire a PPC management firm, your marketing budget is effectively managed by a team of PPC specialists to amplify the capacity of your advertising capital.

Our PPC department evaluates and improves important Google metrics such as Quality Score to ensure that your paid ads are relevant and present on SERPs. Hiring a team of qualified PPC and SEO analysts focused on optimizing your advertising campaign allows you to concentrate on your company’s day-to-day operations. Meanwhile, your ads and organic SERP position will expand your customer base, develop your business, and grow your revenue stream.

If you are interested in quality PPC campaign management services for your online business, contact Radd Interactive’s SEO and PPC marketing team today!

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