How to Make Pay Per Click Advertising Pay for Itself

Pay per click (PPC) advertising can be a smart move if you know how to target your campaigns. If you don’t, you could end up wasting a lot. Pay per click can help with conversions. About 50 percent of those landing on a business site from a paid ad are more likely to buy than those arriving from an organic search. Pay per click can help you compete with the big brands. Organic search can’t help you there.  But pay per click advertising can waste your money if you don’t know what you’re aiming for. Don’t aim for impressions. Don’t aim for clicks. Aim for profitability.

Pay Per Click Advertising must be targeted:

  • With the right keywords
  • To the right prospects
  • To a strategic location
  • With results tested
  • To give you the best profitability

How to target each stage of pay per click advertising so it pays off

Campaign Level

Create a keyword list based on what you believe will be your target’s search queries. This should include keyword phrases rather than just one or two keyword groups.

Conduct keyword research so you have the right words for your target. Use tools such as Google AdWords, Adstream, Moz, or WordStream. These tools will also identify keyword groups, keywords your competitors are using, negative keywords to exclude. (Most of these also provide reports so you can test results and continually improve your ads.)

Creating Ad Groups

Create ad groups around those themes with specific searchers in mind for each ad group. “Athletic Clothing Supplier” ad group would target purchasing managers in sports stores. “Athletic Clothing Designers” ad group would target sports clothing designers.

Bid strategically. Use your keyword groups to find keyword niches where the top bid price is low.

Writing Ad Copy That Generates Clicks:

Write compelling ad copy. Use keywords in the title and (when possible) in the description. The description should appeal to what that targeted consumer wants or needs. It should appeal to key motivators for your targeted consumer: include a call to action in your ad so that they proceed to your landing page.

Here are some ad samples:

POP Displays
Unique, Adaptable, Cost Efficient
Call us—increase your sales.

Adventure Vacations deals.
Bored with normal?
Join us for a trip to remember

Creating Landing Pages that Convert

Write strategic landing pages for each ad group, designed to go with a specific ad. Each landing page should: start with your prospect’s needs (not the problem), identify the problem, offer your solution, and include a call to action. (Placing an order and/or contacting your company should be hassle-free.)

You may want to consider creating your landing page to include a sidebar or dropdown offering a unique, free product (e-book, white paper, special report, or webinar) that’s directly related to what you are selling. Whatever you are offering should be deliverable by email or auto responder. This allows you to obtain their email and build a relationship with the consumer who is not yet ready to buy. If these leads are properly nurtured, 80% of them will turn into sales later.

Campaign Settings

There are a number of features that allow you to target your campaign for the time of day when your customers are online. Other targeting options include geographic location and the language that’s best for your specific demographic.


Create a split test to compare variations so you can continually improve performance of each ad group. Collect data for several weeks, and make adjustments after reviewing the results. Ensure that your PPC ads and landing pages are designed for mobile viewing as well.

Pay per click is all about strategizing to hit the profitability target. If you’re not sure you know how to aim for that, give us a call. We can help!

Contact us now to learn how to make Pay Per Click Advertising pay off for your business.