Successful Pay Per Click Campaign in a Nutshell

Pay per click advertising (or simply PPC) is an online marketing term that refers to online advertising schemes, like Google AdWords or Facebook Ads. PPC tools only charge you if your ad is clicked, and visitors are redirected to your website.

The beauty of a pay per click campaign lies in its simplicity and cost effectiveness. In this guide we will walk you through the ins and outs of a Pay Per Click campaign.

Here are the key steps you should take to launch a successful PPC campaign.

  1. Planning and Research
    1. Budget
    2. Keywords
    3. Campaign and Bidding Strategy
  2. Formulate Your Campaign
    1. Enticing Ad Copy
    2. Landing Page 
    3. Call to Action
  3. Analysing Performance and KPIs
  4. Adapt and Improve

Planning and Research

Before launching your PPC campaign, you need to put in the prep work. We all know the old adage; fail to prepare, prepare to fail. Well it’s no different with a PPC campaign.

If your strategy is based on data, analytics and research then you are setting yourself up for success.

If you are new to website analytics check out our article on Google Analytics for Beginners which covers all the basics you will need to jump into the world of website data.

To start off on the right foot you should:

  • Establish your budget.
  • Research which keywords your consumers are searching with.
  • Research which keywords your competition are bidding on.
  • Calculate how much these keywords will cost you.
  • Build your bidding strategy around that information.

Let’s look at how you can do that.


When creating a PPC campaign you bid on terms relevant to your business. Your ads are only shown if a user searches for those terms. These search terms are often referred to as key phrases or keywords. So you say: “I’m willing to pay X amount of money per click/impression/conversion that I gain from this keyword.”

That’s your bid. The more money you bid for a keyword, the more your ad will appear in searches and the higher your Cost Per Click (CPC) will be. For popular keywords, there will be more competition, which drives up costs of ad space, so you can end up spending a lot of money for not a lot of clicks.

This is why it’s so important to constantly monitor your PPC campaign and have a clear budget and strategy laid out.

  • How many clicks is your ad getting?
  • Has the search volume for your keyword changed?
  • How much have you spent so far?
  • How much do you want spend going forward?

You always want to know how much you plan to spend and make sure your campaign stays within that.

When you have decided your budget and researched the keywords you want to target, then you can put together a strategy on the best way to spend your money.


A truly successful PPC campaign will be driven by accurate Keyword Research. This is how you make sure that your target audience will see your ads.

With a PPC model you want to make sure that the people clicking on your ads are potential customers, or else you’ll feel a dent in your ROI!

You can attract targeted visitors by doing thorough keyword research. Here are some of the tools you can use to find the keywords your business should target:

  • Brainstorm possible keywords
  • Use a keyword tools such as Google’s Keyword Planner, Semrush, Moz and Ahrefs
  • Analyse consumer behaviour with Google Trends, Google Search Console (‘Performance Report’ will give you an idea of the keywords your visitors are using) and Google Search (Autocomplete and the ‘People also Searched’ section can offer insights into what your audience are searching for.)

Once you have done your Keyword Research, you want to use this info to create a great PPC campaign! There are a few different perspectives you should look at when choosing keywords for your campaign.

Search Volume

A keyword with a high search volume means a lot of people are searching for those terms, and so your ad has more opportunity for clicks. On the other hand, low search volume keywords won’t be as in demand with your competition which will help your ad stand out! It’s all about strategy.


Successful online business owners never make the mistake of not analyzing the competition. What keywords are your competition targeting and is their strategy working for them? Have they overlooked a niche in the market that you can leverage?

Short Tail and Long Tail Keywords

  • Short Tail = One or two words (Running Shoes)
  • Long Tail = A phrase or sentence (Womens Black Nike Running Shoes for Marathon)

Short Tail keywords generally have high search volume but can be more expensive as they have more businesses competing for them (and are often dominated by big brands). Long Tail phrases often have less search volume but clicks can result in higher purchase intent and are great for targeting Voice Search results!

Negative Keywords

Negative Keywords are the search terms that you don’t want your ad to appear for. This is highly beneficial in making sure your ad is shown to the right people and your budget is maximised with clicks only from potential customers.

You want your ads to be seen by people searching for your Keywords. Unfortunately, so do your competitors. The quality of your campaign and your bidding strategy will determine the visibility of your ads.

Bidding and Campaign Strategy

You know how much you want to spend. You know the keywords you want to put your money on. Know you need to determine how you’re going to use that money.

You should evaluate the following factors based on what best suits your goals.

  • Your goal. Do you want to increase sales and conversions? Do you want to grow your online presence?
  • What type of ad you will use. E.g Google Shopping Ads are very different to Google Search Ads.
  • What pay per click network you should use. Do you want to target certain demographics, expand your reach, drive growth quickly? Google, Facebook, Bing, Yahoo… each network has it’s benefits.
  • The network costs. Some charge more per click than others.
  • Your bidding strategy. With a good strategy in place you can be more effective with your budget and maximise the results you see. You can focus your strategy on clicks, on conversions, on impressions, automate it or manage it manually.

Side note: Even though it can be cost effective to launch the same pay per click campaign from one search engine to another, it is crucial to know that a brand new PPC campaign should be designed in order to perfectly match that search engine’s requirements.

Formulating Your Campaign

Now you’ve done the research, you have a strategy… it’s time to put it all together and design a campaign that will capture your audience’s attention.

As internet surfers, we are constantly bombarded with visuals competing for our attention, in fact we’ve become so accustomed to this onsloaght of information that a new phenomena has developed.

Banner Blindness

People can now tune out what they don’t want to see in favour of the website content they’re looking for. Without even thinking about it, they filter out pop-ups and ads.

Wooooo – advertising just got harder!

What we can take from this is the importance of a high quality ad that will capitalise on the people who engage with it.

So let’s look at how we can build a high converting ad.

Enticing Ad Copy

Draw in your audience with enticing Ad Copy. You want it to jump out at your customers, providing the information they want to see and driving them to take action.

Enticing ad copy will reflect your brand and your customer’s interests at the same time.

Landing Page

Optimize your landing page. When someone clicks on your ad they will arrive at your landing page.

You know they are potential customers (they clicked on your ad!!), so make their decision easy with a high quality, effective landing page.

A bad experience on your website can lead them straight into the arms of your competition. So keep these four things in mind for low bounce rates:

  • Fast page loading times
  • Targeted content
  • User friendly navigation
  • Multiple calls to action

Call to Action

The purpose of your ad is to drive a conversion. That may be to visit your website, to make a purchase, to sign up for a newsletter etc.

Make sure your audience follow through by literally, yes you guessed it, calling them to action. This may be with a button or a link or a pop-up.

Common Call To Actions (CTAs) include:

  • Sign up for our newsletter
  • Buy now
  • Download PDF
  • Follow us on Instagram

To optimise your conversion rate have strong CTAs on your ad and landing page.

You want to make it as easy as possible for your visitors to take the next step. They should never wonder, “What should I do next? or “Where do I sign up?”

Analysing Performance and Metrics

So! You have successfully created and launched your campaign. Now comes the reeeeaaally important part.

Monitoring and Managing your Campaign!

If you don’t monitor and manage your campaign effectively you can quickly lose control of how much you are spending on PPC ads, or miss a drop in clicks as bids on your keywords change.

For many online business owners, the thought of going into their Google Ads account and making some changes is quite intimidating. But that is exactly how you drive success.

Here are the KPIs and performance measures you should be looking out for:


  1. ROI – Make sure you can measure the return on investment you generate.
  2. Quality Score – A better score means you provide a high quality ad, this leads to lower prices and better ad positions.
  3. CPC – Monitoring and adapting your Cost Per Click is key to an optimised budget.
  4. CPM – Cost Per Impression. The number of times your ad is shown to someone.
  5. CVR – Conversion Rate. How many clicks do you convert to sales? Optimise your website and landing page and see how your conversion rate is affected.
  6. CPA – Cost Per Acquisition. How much does each conversion cost?
  7. CTR – Click Through Rate. The number of clicks divided by the number impressions, i.e out of all the people who saw your ad, how many clicked on it?
  8. Response Rates – How frequently internet users respond to your website’s offers.
  9. A/B Testing – run two similar ads and see which one performs better.

The work of a profitable pay per click campaign is never done.

Adapt and Improve

The data you collect from monitoring your campaign should be used to continuously update your ads, key phrases and your landing page. There is a pretty good chance that some aspects of your campaign worked very well, while others… not so much.

The stages lain out in this guide will often overlap and should be ongoing for as long as you continue to use a PPC model. Your PPC campaign may require you to perform these stages in a different order or to backtrack to a stage you have already performed.

Your job is to look through the results of your campaign and find out where it succeeded and where it failed.

Then you do it all again – except better and with more data.

Recent posts
Read Article
eCommerce Strategies
Digital Marketing Strategies: Increase eCommerce Sales in 2024

eCommerce trends are exactly that: they are patterns and waves that trend and then vanish. To truly achieve a sustainable, valuable consumer market, it’s vital that your business locks down the fundamentals of a strong foundation that will ensure eCommerce customers return time and again. Over time, this will help to transform your business from […]

Read Article
Local Citation Building
Why Citation Building Is Fundamental to Local SEO Ranking

Citations are mentions of your business on the web. They are how internet users come across your business’ information and ultimately, get in contact with you. To start attracting high converting local visitors, it’s imperative that the information your citations provide is accurate. It is estimated that half of all searches have local intent and […]

Read Article
Content Is No Longer King
Google Reducing Webpage Crawl Rate as Content Is No Longer King

Is Google reducing webpage crawl rate to save resources? Or is there a much worse scenario coming? Is Google no longer hungry for content? Is content no longer king? I’m afraid it’s the scenario many have been dreading. What is the actual reason behind this decision? Ever since 1998 Google was desperate for high-quality content […]

Read Article
Local Landing Page
Local Landing Pages: A Complete Guide

Optimising your online presence with Local SEO has far-reaching benefits. It helps your business attract a target audience of local clients and boost your visibility, traffic and revenue through local landing pages. It’s 2022 already and advice that Matt Cuts outlined in his 2010 blog post is still valid: If your company has a bunch […]

Read Article
eCommerce Website Design
E-Commerce Website Design: Our Go-To Guide

Have you ever wanted to design an e-commerce website? Perhaps you already have but you’re not happy with the results. Either way, in our go-to guide to e-commerce website design, we use our experience and e-commerce expertise to help you follow a proper website design process. We also hope to help you from falling into […]

Read Article
Google Analytics
Google Analytics for Beginners

Is the thought of Google Analytics (GA) overwhelming for you? Don’t worry, many people are intimidated by thought of web analytics but once you get stuck in, you’ll quickly get the hang of Google Analytics’ easy-to-use interface. In this guide we will cover the following so that you can have a better understanding of how […]

Read Article
Email Marketing
How to Implement Keywords for Search Engine Optimization

Keywords. The key word in Search Engine Optimisation. If you’re active in online and digital marketing, then most likely, you’ve already come across keywords. Read any SEO blog and it will tell you all about the importance of doing keyword research, how and why to target specific keywords, the dangers of keyword stuffing, etc. So […]

Read Article
Schema Markup SEO
How to Use Schema Markup for SEO

Schema Markup offers businesses and all website owners a huge opportunity to boost their organic traffic, drive conversions and see real results from their Technical SEO efforts. Unfortunately, the technical nature of this SEO tool puts many people off. We’ve put together this guide to help you get to grips with the key terms and […]

Read Article
Affiliate Marketing
Successful Pay Per Click Campaign in a Nutshell

Pay per click advertising (or simply PPC) is an online marketing term that refers to online advertising schemes, like Google AdWords or Facebook Ads. PPC tools only charge you if your ad is clicked, and visitors are redirected to your website. The beauty of a pay per click campaign lies in its simplicity and cost […]

Read Article
Content Marketing
SEO Starter Guide

When it comes to SEO, there are a lot of acronyms and terms thrown about by digital marketers like it’s second nature, but to the ordinary person, it might just feel like you’ve been transported to some other dimension where English doesn’t sound like English anymore.  If you’re diving into the world of SEO for […]

Read Article
Google SEO Tools
Google SEO Tools

People browse the World Wide Web to get all sorts of information. As you are no doubt well aware, one of the easiest ways to get information is by using Google. By using this search engine, Internet users can collect specific information in a matter of seconds. On the other hand, e-business owners and Internet […]

Read Article
Targeted Website Visitors
Attracting a Target Audience

The World Wide Web has produced a brand new breed of buyers. 21st-century buyers are experienced, independent and well informed. But they are more overwhelmed with competing demands for both time and attention than they were ever before in history. So how do you make sure that these buyers choose you? The internet is a […]

Read Article
eCommerce Business
How to Start an eCommerce Business in the 2022 Online Jungle

Starting an eCommerce business can be a daunting task, especially if your particular market is over-saturated, but with what there is to be gained from stepping forth into the wonderful world of eCommerce, don’t let it deter you. Earlier, it was reported that eCommerce sales were on track to hit $4.2 trillion in sales, with […]

Read Article
Local Global Network
Local SEO vs Global SEO: Difference & Strategies

Local SEO vs Global SEO. So you know there’s a difference, but what is it exactly? And now that you mention it, how do the strategies differ for both? In this tell-all article, we aim to dispel the myths surrounding both local and global SEO. We do this by outlining the following: The differences between […]

Read Article
Top 10 Benefits of SEO

Are you wondering what the real benefits of SEO are over other digital marketing channels? Can somebody please explain what all the fuss is about? Scratching your head as why you should bother with an SEO strategy? Let us set the record straight and show you why SEO should be central to any high-level digital marketing strategy. Hold on […]

Read Article
SEO for Dummies
SEO for Dummies: The Beginners Guide to Success

Are you looking for a complete guide to SEO for dummies? Are you looking to improve your SEO and reach new customers? Not sure where to start? You’ve come to the right place! We at Fat Fish Marketing are Search Engine Optimization experts and want to help YOU achieve SEO success. So sit back and […]

Read Article
Finding digital marketing agency
Why Is It So Hard to Find Good People in Digital?

This is a question we get asked from time to time by those we know. How do you find good people in digital marketing? You see in the digital marketing world there is a fundamental flaw. You can apply a simple flow to it. If you want someone with experience and they have learned how […]

Read Article
SEO vs Design Driven
SEO Driven vs Design Driven Approach: Who Wins?

With a lot of people saying SEO is dead. We find it interesting to see the confusion in the market by what this means. It is not that SEO is dead per say. It is that it has become the background principle that if everyone is not working towards that culture as a team digitally. […]

Leave a comment

Your email address will not be published. Required fields are marked *

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

Work With Us!

Are you ready to take the next step in your organic and digital growth journey?

Make the best choice you’ve ever made for your online and search marketing and get in touch!

Work with one of the best up and coming SEO companies in the UK and take your business to the next level.

Most agencies aim to extract value from their clients for themselves, we aim to provide amazing value for our clients. If you’re tired of contractors overpromising and underdelivering, take the plunge with Fat Fish Marketing. We know we won’t disappoint.

    Services you are interested in: