The Basics of Pay Per Click Management

Pay per click management is a crucial part of your online marketing strategy. In this article, you’ll learn the basics of this popular form of advertising, including Keyword research, Advanced keyword submission, bidding, remarketing, and more. Once you’ve mastered these basics, you can expand your horizons by exploring new methods of advertising. We’ll also look at how to use remarketing to drive your traffic.

Keyword research

To get the most out of PPC, you must first understand the various aspects of keyword research. To achieve the best results, you should analyze the competitive landscape to determine which phrases your business should use. You can learn from your direct competitors or use specialized keyword tools. Using these tools will help you choose the best keywords for your business. Here are some key considerations:

Before you begin the process of keyword research, write down as many terms as possible. Keyword research is not a simple task, so break it down into sections or lists. This will ensure that you cover all bases. For example, branded keywords are those that have your brand name and/or that of your competitors. These terms are relevant to your business and will allow you to create highly targeted advertising campaigns. In the process of keyword research, you will also discover hidden gems that you may not have thought of before.

Advanced keyword submission

One of the first steps in the pay per click keyword submission process is advanced keyword research. Through this, you can create a list of highly targeted keyword phrases that are likely to generate the best ROI. In addition to obtaining highly motivated and qualified users, advanced keyword research can help improve the overall structure of your campaign. It can also improve overall audience reach and address Quality Score issues. A significant benefit of advanced keyword research is that it improves ad copy performance, which can lead to higher conversion rates.


Bidding for pay per click management can be done manually or with the help of an algorithm. Manual bidding is a good option if you are just starting out, but if you have an established brand or need to target a large audience, enhanced CPC is a great option. In either case, you can set the maximum bid for a particular keyword to control your cost per click. The goal is to maximize your return on investment.

Manual bidding gives you more control, while automatic bidding saves you time by eliminating the need for manual bidding. However, manual bidding may prove to be too expensive over time. The bids may be set for specific days and hours, and this is especially useful for eCommerce campaigns. For example, you may want to increase your bids 20% during weekends to attract more visitors, but be aware that traffic may be poorer during the weekdays.


Remarketing, also known as PPC, is a powerful way to reengage potential customers. It works by showing relevant ads to previous visitors who may have abandoned their shopping carts. Approximately 95% of website visitors are tagged and will see ads from the business on websites such as Google and Facebook. The goal of remarketing is to remind these visitors of products and encourage them to return to the website and make a purchase.

Landing page

You can use the power of social proof to your advantage in your PPC campaigns. The more people who visit your landing page, the more likely they are to leave their email address. In addition to social proof, you should also collect data about the type of content your visitors are looking for. Using demographic filters and geo customizers are great ways to target people by location. In addition, you can set up specialized campaigns to retarget your visitors.

Optimizing your landing page for different traffic sources is critical. Paid search ads, social media ads, and email marketing are just some of the channels that your website visitors will come through. A good landing page should be optimized for each of these, and limit the number of actions you want your audience to take. While it’s tempting to use all of these traffic sources, remember to limit your landing page to one type of action.