PPC Advertising: The ONLY 6 Factors Marketers Need for Conversions - Unlimited Graphic Design Service

PPC Advertising: The ONLY 6 Factors Marketers Need for Conversions

/ November 24, 2020

The world of digital marketing offers marketers and business owners a handful of advertising options. If you’re aiming for more affordable yet time-consuming methods, go for SEO or organic traffic. On the flip side, if you want a fast and surefire way to put your ad out there, invest in PPC advertising. 

Stick around until the end to gain two takeaways from this article:

  • What is PPC Advertising?
  • 6 PPC Advertising Factors to Get More Customers

What is PPC Advertising?

PPC or Pay Per Click is a type of marketing that accumulates costs every time consumers click on the ad. Different types of PPC ads abound the internet, but the most common one is search ads. These are ads that show on search engines such as Google, depending on your ad auction.

These ads are centered around relevancy, quality, and costs. For instance, if your ads contain exact or similar keywords to what a user searches, they have the potential to appear on top of search engines. And one factor that determines this is the ad auction.

Whenever your keywords match a user’s search, marketers try to bid the cost per click. This will determine whether your ads will show on search engines and in what ranking they get displayed. Unlike organic ads, PPC ads will rank faster on search engines. 

On top of that benefit, here are other reasons why marketers invest in PPC advertising:

  • Helps you achieve business goals quicker
  • Measurable and trackable through clicks, impressions, and conversions
  • Expedite your marketing efforts to go neck and neck with bigger competitors
  • Lets you gain full control of the ad spend
  • Excellent for complementing other online marketing strategies
  • Offers incredibly efficient targeting options
  • Garners useful data to create better marketing campaigns

6 PPC Advertising Factors to Get More Customers

Marketers never put all their eggs in one basket. That way, if one advertising tactic fails, the rest can save the day and make up for lost costs. PPC advertising is the perfect lifesaver for failed online advertising strategies, provided that you master all these six factors:

1. PPC ad channels 

PPC advertising gives marketers the freedom to choose where they want to display their ads. And choosing the right PPC channel is vital to reaching your goal. When selecting the right channel, ask yourself these:

  • What is your goal? 
  • Who is your target market?
  • How much is your budget?

Knowing what your goal is will lead you to the right PPC channels. For instance, if you’re trying to garner more followers, you can try social media ads. If you’re improving brand awareness, you can go for search ads. Better yet, if you’re aiming for higher conversions, you can set up remarketing PPC ads or display ads.

Next is to know your audience’s demographics. A majority of people hang out on different channels. So it’s crucial to know your audience demographics and psychographics to ensure you reach out to them on their favorite channels.

Last but not least is the budget. Every PPC channel offers different costs per click. Set a budget and see if the channel’s budget minimum or maximum requirement fits yours. 

7 Types of PPC Ads

Search Ads

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Image: Penji

Search ads are PPC ads that appear in search engines such as Google. They are typically displayed at the top or bottom of search engines via keyword match.

To set up a search ad, jot down the most relevant long-tail keywords. Long-tail keywords consist of three words or more and are suitable for PPC ads because they’re more specific. 

Moreover, choosing long-tail keywords for your search ads attracts more interested leads while keeping your cost per click low.

Display Ads

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Image: Penji

In today’s digitally-centric world, it’s hard to capture people’s attention through text-based ads. And this is why some marketers choose to display ads. Display ads are shown on partner websites and are typically a combination of text and images.

Setting up display ads is similar to setting up search ads. But you’ll need Google to approve your ads, or else the ads will get denied. Some display ads are banner ads, rich media ads, interstitial ads, and video ads. 

Social Ads

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Image: Penji

Since half of the world’s population is on social media, social ads are the most common PPC advertising method. Different social channels have different requirements and costs for ads. You can choose between Instagram, Twitter, Pinterest, LinkedIn, Facebook PPC advertising, and more. The most important thing is that you research your audience and determine which social channel they hang out on. 

To garner customers or followers from social ads, don’t neglect the advanced targeting features. You can display your ads while keeping costs low by setting the location, demographics, behaviors, interests, education, and more.

Related Post: Creating Social Media Ads on a Tight Budget

Remarketing Ads

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Image: Penji

Some prospects may show interest in your products or services. However, some factors can make them hesitant about buying. So when they visit your website, they leave without purchasing anything. You don’t want to lose this type of lead. Use remarketing ads to give them a nudge and remind them about your offer. 

Remarketing ads use what’s known as a “tracking pixel.” This system categorizes the users into different categories, and you can use this data to target them with personalized remarketing ads.

Google Shopping

digital ad example
Image: Neil Patel

Google Shopping ads are in a carousel format, usually found at the top of Google search results. It features images of products and a bit of information underneath. You can scroll and window-shop even before clicking the brand’s website.

All you have to do is select the “Shopping” campaign type on Google Ads. Set up essential details such as campaign name, country, bid amount, inventory filter, daily budget, devices, and location, and you’re good to go.

Gmail Sponsored Ads

digital ad example
Image: Neil Patel

These ads appear on top of your email’s inbox. An indication “Ad” is usually seen on these ads. Users will receive these ads according to their interests. For instance, you can target audiences through affinity audiences, in-market, demographics, and customer match.

Instream Ads

digital ad example
Image: Neil Patel

The ads you see in between, before, or after watching YouTube videos are instream ads. These ads are either displayed full-screen, as a small sidebar, or a skippable one.

When setting up instream ads, you can choose where you want your ads to appear, such as YouTube search results, videos, or video partners on Display Network. 

Related Post: 22 Most Affordable YouTube Banner Design Tools Ever

2. Keywords and Copywriting

The only way to succeed in PPC advertising is by using appropriate keywords. Once your ads match a user’s search, the only way to make them click your ad is through compelling copywriting. 

One of the factors of PPC ads is the keyword quality score. Once you bid for keywords, Google will also display your ads based on your keywords’ relevance. And this is why you need to do these four steps when you’re bidding on keywords:

  • Do PPC keyword research by using tools to ensure keywords are relevant to your offerings
  • Group your keywords into smaller groups of closely related keywords
  • Set up a negative keywords list to filter unwanted clicks
  • Spend PPC budget on your top-performing keywords

Keyword Restriction Types:

Additionally, it would be best if you also set restrictions to tell Google you don’t want to show your ad every time a user types a similar keyword. To ensure that your ads are displayed to the right audiences, here are four types of restrictions when bidding on keywords:

  • Broad match — The most lenient restriction of all. Google displays your ads if the user search contains one or two of your keywords or when users type similar keywords.
  • Modified broad match — The only difference between broad match and the modified broad match is that the latter doesn’t display synonym matches. 
  • Phrase match — Google displays your ads when the search contains a full phrase. 
  • Exact match — As the name suggests, this restriction displays your ads when matching the exact user search.


Once you know your keywords, make your copy stand out. This will make or break your PPC advertising. Here are some tips:

  • Integrate your keywords in the headline 
  • Use your keywords in the description along with your product benefits
  • Go for long-tail keywords for more targeted reach
  • Use tools such as site links to incorporate a few related keywords
  • Use dynamic keyword insertion to customize your ad according to a user’s query

3. Design

We’ve come to one of the most vital components of PPC advertising — design. Since consumers are highly visual creatures, your PPC ads must have eye-catching graphics that would make them want to click.

It might sound easy putting a stock image or illustration on your PPC ads, but it will lack that “uniqueness” factor. Moreover, marketing requires design psychology to make an impact. Here are the only five elements you need on your PPC ads:


When an ad has good structure, it’s easy for consumers to digest the information. And this will likely result in a conversion. Pay attention to the formats of PPC ads, and make sure you adhere to those. 

Also, when creating a visual hierarchy, start with your logo or company name. Underneath it should be an evident value proposition, coupled with captivating images. Last but not least, always end it with a call to action.


Choosing the right colors will lead to more successful PPC advertising. That’s because colors invoke particular feelings or behaviors that will impact consumer purchasing decisions. Know who your target audience is and what colors will appeal to those people. Then you can think of your branding and convey your brand identity by choosing appropriate colors.


Choosing appropriate typography is similar to choosing the right colors. There is a psychology behind fonts as well. For instance, serif fonts are mainly used for formal branding. In contrast, sans serif fonts are for more modern and casual brands. Learn proper font combinations that create visual aesthetics. 


In PPC advertising, simplicity is imperative. You don’t want to overwhelm users with complex images and text. Keep it simple and straightforward. 

Custom Graphics

Design is of the essence when creating effective and convertible PPC ads. And one thing is for sure — stock images won’t spell success in PPC advertising. On the other hand, custom images will make your ads stand out. 

And brands think that custom graphic design will break the bank. However, on-demand graphic design services like Penji can create unlimited custom graphic designs for as low as $399 a month. Check out some of Penji’s custom PPC ads:

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penji portfolio
penji portfolio
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penji portfolio

Related Post: How Graphic Design Can Affect the Success of Your Business

4. Targeting

Regardless of how well-designed and well-structured your PPC ads are, they’re futile if you’re not targeting leads. 

Every PPC channel offers different audience targeting options. Google Ads lets you target audiences through these factors:

  • Demographics — Target audience based on their age, gender, locations, device types, etc. 
  • Affinity — Use Display Network to extend an online campaign
  • In-market — Show ads to users who searched for similar products or services
  • Custom intent — Set words or phrases for users who will be likely interested in your offerings
  • Similar audiences — Use the similar audience feature to find users who have similar interests to those who are currently on your marketing list
  • Remarketing — Target users who have visited or interacted with your channels to convert them

5. A/B Testing

A/B testing, also known as “split testing,” is a must in PPC advertising. You may never know what piques users’ interests. And that’s why you test different elements of your ad to analyze what urges them to act. 

More often than not, marketers test these six elements in their ads:

  • Headline
  • Body
  • Link
  • Graphics
  • CTA
  • Keywords

A/B testing entails putting two similar ads with slight differences in variables and see which one garners more results. You will then have to analyze and track results to create better PPC campaigns. 

Tips for Successful A/B Testing:

  • Test ads simultaneously for less time-consuming efforts
  • Only test one variable at a time to know which variable makes an impact
  • Always test early in the campaign
  • Test regularly until you know how what ad designs make an impact
  • Always base your PPC ads on the useful data you collect 
  • Test for weeks or long enough for more accurate results

6. Remarketing

Remarketing or retargeting is an excellent way to finish off your PPC advertising with positive results. As mentioned, remarketing is targeting leads that have interacted or showed interest in your offerings. 

These users may have visited your website or searched for similar products on Google. Although there are various ways to retarget leads, here’s how Google Ads remarkets to your audience:

  • Standard remarketing — Targets ads to visitors who visited your websites or apps on Display Network
  • Dynamic remarketing — Targets users who viewed products or services while browsing your site or app
  • Search ads remarketing — Display ads to users who made follow-up Google searches after visiting your site
  • Video remarketing — Show ads to users who watched or engaged with your YouTube videos
  • Customer list remarketing — Use the aggregated contact information to display ads to users once they log into Google

Wrap Up

Making PPC advertising successful is a challenging endeavor. Marketers don’t always get it right the first time. And that’s why split testing regularly is vital for more convertible PPC campaigns. 

Unless you have an unlimited ad spend, monitoring your ROI is key to creating better PPC ads. Determine your ROI by dividing your profit per sale by any costs incurred to get that sale. That includes your cost per click. 

Once you get the hang of PPC advertising, it will be easier to choose the channels and split test your campaigns. Overall, PPC advertising promises a myriad of benefits for all businesses — big and small. 

Updated November 24, 2020

About the author

Karen is a Content Writer and successful Entrepreneur. She has helped various startups increase their search engine rankings through valuable content. Her ultimate passion in life is surfing, and she gets her writing inspiration from the ocean.

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