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How PPC can increase conversions and sales

Updated: May 30, 2023

Introduction - What is Pay Per Click?

Pay-per-click (PPC) advertising is a form of digital marketing where businesses pay a fee each time their ad is clicked. PPC is a way for businesses to drive targeted traffic to their website and generate leads and sales. The purpose of PPC is to increase visibility and reach for a business, and it can be an effective tool for driving conversions and sales.

The benefits of using PPC for increasing conversions and sales:

There are several benefits to using PPC for increasing conversions and sales. One of the main benefits is the ability to target a specific audience. PPC allows businesses to target their ads to specific demographics, locations, and interests. This helps to ensure that the ads are being seen by the right people, which can lead to higher conversion rates.

Another benefit of PPC is the ability to track and measure results. With PPC, businesses can track the number of clicks their ads receive, the cost per click, and the conversion rate. This allows businesses to fine-tune their campaigns and make adjustments to improve performance.

Targeting the right audience:

Identifying the target audience for your business is crucial for the success of any PPC campaign. By understanding who your target audience is, you can create ads and landing pages that are tailored to their interests and needs. This will increase the chances of your ads being seen by the right people and result in higher conversion rates.

Utilizing targeting options in PPC to reach the right audience:

There are various targeting options available in PPC that allow businesses to reach their desired audience. Some of these options include geographic targeting, demographic targeting, and interest-based targeting. Utilizing these options can help businesses ensure that their ads are being seen by the right people, which can lead to higher conversion rates.

Keyword research:

Choosing the right keywords is crucial for the success of any PPC campaign. Keywords are the words and phrases that people use to search for products and services online. By selecting the right keywords, businesses can ensure that their ads are being seen by people who are interested in their products or services. This can lead to higher conversion rates and more sales.

Tips for effective keyword research:

  • Start by identifying the products or services that your business offers.

  • Think about the words and phrases that potential customers might use to search for these products or services.

  • Use keyword research tools, such as Google's Keyword Planner, to see how popular certain keywords are and to find related keywords.

  • Be specific and use long-tail keywords, as these tend to be more targeted and have a higher conversion rate.

  • Consider using negative keywords to exclude unrelated searches.

Ad copy and landing page optimization:

Writing compelling ad copy is important for grabbing the attention of potential customers and encouraging them to click on your ad. The ad copy should be clear, concise, and to the point, and should highlight the benefits of your products or services.

Optimizing landing pages for conversions is also crucial for the success of a PPC campaign. A landing page is the page that a user is directed to after clicking on an ad. The landing page should be relevant to the ad and should clearly explain what the user can expect to find on the page. It should also include a clear call-to-action, such as "Buy Now" or "Sign Up," to encourage conversions.

A/B testing:

Testing different elements of your PPC campaigns, such as ad copy, landing pages, and targeting options, is important for finding out what works and what doesn't. A/B testing involves creating two versions of a campaign and comparing their performance. This allows businesses to determine which version is more effective and make adjustments accordingly.

Tips for conducting A/B tests:

  • Identify the element that you want to test, such as ad copy or a landing page.

  • Create two versions of the element, with one version being the control and the other being the variation.

  • Run the test for a sufficient amount of time to gather reliable data.

  • Analyze the results and determine which version performed better.

  • Make adjustments to your campaign based on the results of the A/B test.


Remarketing is a form of PPC that allows businesses to show ads to people who have already visited their website. This can be an effective way to bring back potential customers who may have been interested in a product or service, but didn't make a purchase.

Definition of remarketing and how it works:

Remarketing works by placing a cookie on the user's browser when they visit a website. This cookie is then used to show targeted ads to the user as they browse other websites.

Benefits of using remarketing in PPC:

  • Allows businesses to reach a targeted audience that is already familiar with their brand.

  • Can be an effective way to bring back potential customers who didn't make a purchase.

  • Can help to increase conversions and sales.

Utilizing ad extensions:

Ad extensions are additional information that can be added to a PPC ad, such as a phone number, location, or additional links. These extensions can help to increase the visibility and relevance of an ad, which can lead to higher conversion rates.

Types of ad extensions available:

  • Sitelink extensions: Additional links to specific pages on a website.

  • Callout extensions: Short phrases that highlight specific features or benefits of a product or service.

  • Location extensions: A business's address and phone number that is displayed with the ad.

  • Call extensions: A phone number that is displayed with the ad and can be clicked to call the business.

How ad extensions can increase conversions and sales:

  • Ad extensions provide additional information about a business and its products or services, which can help to increase the relevance of an ad.

  • Ad extensions make it easier for users to find additional information or take action, such as calling a business or visiting a specific page on the website.

  • Ad extensions can increase the visibility of an ad, as they take up more space on the search results page.

Tracking and analyzing results:

Tracking and analyzing the results of a PPC campaign is important for understanding what is working and what needs to be improved. By analyzing the data, businesses can make informed decisions about their PPC strategy and optimize their campaigns for better performance.

Importance of tracking and analyzing PPC results:

  • Allows businesses to measure the effectiveness of their PPC campaigns.

  • Helps to identify areas for improvement and optimize campaigns for better performance.

  • Enables businesses to make informed decisions about their PPC strategy.

Tools for tracking and analyzing PPC performance:

  • Google Analytics: A free tool that provides detailed data on website traffic, conversions, and more.

  • AdWords: Google's PPC platform that provides data on ad performance and campaign performance.

  • Third-party tracking tools: There are various paid tools available that offer additional features and data on PPC performance.

PPC budget and bid management:

Setting and managing a PPC budget is important for ensuring that a business is able to get the most out of their PPC campaigns. By setting a budget, businesses can control their spending and ensure that they are getting a positive return on investment (ROI).

Tips for effective bid management:

  • Determine the maximum cost-per-click (CPC) that you are willing to pay.

  • Use automated bid strategies, such as target CPC, to optimize bids for the best performance.

  • Monitor performance regularly and make adjustments as needed.

  • Use conversion tracking to understand the value of a conversion and adjust bids accordingly.

  • Utilize negative keywords to exclude irrelevant searches and reduce costs.


PPC can be an effective tool for increasing conversions and sales for a business. By targeting the right audience, conducting keyword research, optimizing ad copy and landing pages, and utilizing ad extensions and remarketing, businesses can improve the performance of their PPC campaigns. Additionally, tracking and analyzing results, setting and managing a budget, and effectively managing bids can help businesses to get the most out of their PPC efforts. If you're looking to increase conversions and sales for your business, consider implementing a PPC strategy.


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