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How to become a PPC expert  

Pay-per-click advertising is a type of advertising by which the advertiser only pays the publisher if the ad is clicked. Pay-per-click advertising is usually connected with bigger search engines, like Google. With over 45% of small businesses using PPC advertising and with over one billion searches made on Google every day, here is your guide on how to become a PPC expert.  

How to become a PPC expert  

Choose a network and stick to it  

PPC advertising is difficult enough without overcomplicating things. So, choose one network, learn how properly use it, and stick to it. Having multiple networks makes it difficult to keep track of campaigns, especially for a beginner. Once you have successfully mastered one network there’s no reason why you can’t expand across other networks over time. However, it’s important to understand the basics of one network first.   

 Compare yourself to your competitors  

To get the most out of your PPC campaigns and save as much time and effort as possible, make sure to monitor your competitors. It’s common for large companies to either have their own marketing teams or utilise an experienced outsourced agency. Learning from and tracking these adverts will give you valuable insight into what works for your audience and help you craft winning campaigns.   

Thoroughly train yourself and your team in Excel  

Excel is a great tool when you’re wanting to organise large amounts of data and is a necessity when managing your PPC campaigns. One of the top priority things to get clued up within Excel is shortcuts. Thanks to the huge volumes of data you will be working with, learning all the relevant shortcuts in this programme can save you heaps of valuable time.   

Understand the most important metrics  

Once you’re happy and comfortable with your network, you’ll then need to understand what metrics need tracking. The top PPC metrics to wrap your head around are:  

  • Cost per Click (CPC)  
  • Click-through rate (CTR)  
  • Cost per conversion   
  • Return on ad spend (ROAS)  
  • Quality Score  

These metrics will help you measure the success of your PPC campaign. If a campaign isn’t making you money, then you need to assess what needs adjusting so that it will. The metrics listed above are generally thought of as the most important ones. However, there are hundreds more metrics online which can be used to help you finetune your PPC campaign.  

Practice your writing style  

Writing headlines that attract the attention of internet users is one of the most important parts of any successful PPC campaign. A boring headline that doesn’t stand out will immediately set the campaign up for failure. As part of your competitor research, check what language and keywords they are using for inspiration.  

Protect your hard work  

Managing a good PPC campaign can be time-consuming. There’s nothing worse than pouring time into a campaign for it to become a victim of fraud. Did you know that one in four clicks are fraudulent? The blame doesn’t lie with people but with bots. These internet crawlers will purposefully click on your advert and waste your marketing budget. By using fraud protection software, you can reduce the click fraud incidents which leaves your marketing budget for real customers.  

What adverts are part of a PPC campaign?  

There are several different types of PPC ads, including: 

  • Search ads  
  • Display adverts  
  • Re-marketing adverts  
  • Video Adverts  
  • Shopping Adverts  
  • Paid social adverts  
  • Gmail sponsored adverts  
  • Amazon Advertising  

How much does PPC cost?  

The cost of PPC is extremely dependant on the network. For example, if you choose a popular network, such as Google Ads, the CPC (cost-per-click) will be higher due to demand and popularity. Google Ads is the most in-demand advertising platform worldwide, and the average CPC ranges anywhere from £0.48 to £1.95.  

Rates can also be dependent on sectors. For instance, law, real estate, and healthcare typically have the highest CPC rate, whereas restaurants and bars have the lowest CPC rate. Of course, this can still fluctuate with popular keywords.   

At Modo25 we have a team dedicated to PPC which can help you and your teams improve the success of your PPC campaigns, both present and future. If you have any questions for one of our PPC expert professionals, do not hesitate to get in touch at

Phoebe Scholtens - Modo25
Phoebe Scholtens
Phoebe Scholtens - Modo25
Phoebe Scholtens

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