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Steps to Follow for Pay-Per-Click (PPC) Ads: A Comprehensive Guide by Google Ads Expert

Updated: Sep 3, 2023

Steps to Follow for Pay-Per-Click (PPC) Ads

Pay-Per-Click (PPC) advertising has become an indispensable component of online marketing strategies. Its effectiveness in driving targeted traffic and generating conversions has made it a go-to choice for businesses. However, to ensure success with PPC campaigns, it is crucial to follow a systematic approach that maximizes the return on investment (ROI). In this comprehensive guide, we will explore the essential steps to follow for pay-per-click(PPC) ADs as a Google Ads expert.


1. Drives marketing results immediately in almost all cases

2. Contribute to Higher Overall Website Traffic

3. You pay for the clicks and place them in Google’s search results

4. Gives High Return on Your Investment

5. Increase Your Brand Recognition

6. Target Customers in Real-Time

7. Generate Leads in Neighboring Cities

8. Every person who visits your website adds to your sales pipeline


Step 1: A Complete Examination of the Site

Before diving into PPC campaign setup, it is essential to conduct a thorough examination of the website. This examination serves as the foundation for effective campaign planning and optimization. It involves assessing the website's usability, loading speed, mobile responsiveness, and overall user experience. Identifying areas for improvement will enhance the landing page experience and increase the likelihood of conversion.

For example, if a website takes too long to load or has a complex navigation structure, visitors may leave without taking any action. By optimizing page load times and simplifying navigation, the website becomes more user-friendly, leading to higher engagement and conversion rates.

Step 2: Keyword Research and Recommendations

Keyword research plays a pivotal role in PPC campaign success. A Google Ads expert meticulously analyzes the target audience, industry trends, and competition to identify relevant keywords. Utilizing advanced keyword research tools, they uncover high-intent keywords that align with the campaign objectives. These keywords are further organized into logical groups for enhanced campaign management.

For instance, suppose a Google Ads expert is running a PPC campaign for an online shoe store. Through keyword research, they identify that "buy running shoes online," "best athletic footwear," and "discounted sneakers" are popular search terms within their target audience. By incorporating these keywords into their campaign, they can attract potential customers who are actively looking to purchase shoes.

Step 3: Setting up PPC Campaigns to Obtain a Good Quality Score

A good quality score significantly influences PPC campaign performance. With a higher quality score, ads are more likely to appear in favorable positions while minimizing costs. To obtain a good quality score, an expert focuses on campaign structure, ad relevance, landing page experience, and click-through rates (CTRs). They create tightly themed ad groups and ensure alignment between keywords, ads, and landing pages.

For example, a Google Ads expert creating a PPC campaign for a travel agency targeting "beach vacations" as a keyword would create a dedicated ad group for that keyword. They would then craft ads specifically highlighting beach destinations and offers related to beach vacations. By maintaining a tight alignment between keywords, ads, and landing pages, the campaign's quality score improves, leading to better ad placements and lower costs.

Step 4: Creating Creative Ad Copy for Each Ad Group

Compelling ad copy is crucial for attracting clicks and driving conversions. A Google Ads expert crafts persuasive and relevant ad copies tailored to each ad group. They experiment with different variations, highlighting unique selling points, offers, and call-to-action (CTA) phrases. Continuous testing and optimization of ad copy are performed to improve click-through rates (CTRs) and achieve campaign goals.

For instance, an expert creating ad copies for a clothing retailer's PPC campaign may emphasize exclusive discounts, free shipping, and limited-time offers in the ad text. They would also include a clear and compelling CTA, such as "Shop Now" or "Get 50% Off Today." By crafting ad copies that resonate with the target audience and drive urgency, the expert increases the chances of attracting clicks and conversions.

Step 5: Implementation of Search and Display Ads

Google Ads offers various ad formats, including search and display ads. An expert strategically implements search ads to target users actively searching for specific keywords. Display ads, on the other hand, enable reaching a wider audience through visual elements across relevant websites. Proper campaign settings, ad formats, and ad placements are chosen to maximize visibility and reach.

For example, a Google Ads expert running a PPC campaign for a fitness equipment retailer may choose to implement search ads for keywords like "home gym equipment" and "fitness gear." These ads will appear at the top of search engine results when users search for related terms. Simultaneously, the expert may also create visually appealing display ads showcasing the retailer's products to be displayed on fitness-related websites and blogs, reaching a broader audience interested in fitness.

Step 6: Implementing Extensions to Add Functionalities

Extensions provide additional functionality and enhance the performance of PPC ads. A Google Ads expert expertly utilizes extensions like site links, callouts, structured snippets, and call extensions to improve ad visibility, provide more information, and encourage engagement. These extensions help increase click-through rates (CTRs) and improve overall campaign performance.

For instance, an expert implementing site link extensions for a restaurant's PPC campaign can include links to specific pages on the website, such as the menu, reservations, or catering services. This provides users with quick access to relevant information and increases the chances of them clicking on the ad. Call extensions, on the other hand, allow users to directly call the restaurant with a single click, making it easier for them to make a reservation or inquire about the menu.

Step 7: Bid Management

Effective bid management is crucial for optimizing PPC campaigns. A Google Ads expert continuously monitors bidding strategies, ad positions, and competition to achieve desired campaign objectives within allocated budgets. They employ various bid strategies, such as manual bidding, automated bidding, and target CPA (cost-per-acquisition), to maximize ROI while maintaining cost efficiency.

For example, if a Google Ads expert is running a PPC campaign for an e-commerce store, they may adjust bids based on the performance of specific products. If a particular product is generating a high conversion rate and a good return on ad spend, the expert may increase the bid to ensure the ad appears in prominent positions. Conversely, if a product is not performing well, they may lower the bid or pause the ad to allocate the budget more effectively.

Step 8: Filtering Negative Keywords and Weekly Search Queries

Negative keywords play a significant role in refining campaign targeting and eliminating irrelevant impressions. An expert regularly analyzes search query reports to identify negative keywords and optimize campaign performance. By excluding irrelevant search terms, the expert ensures that ads are displayed to the most relevant audience, resulting in higher click-through rates (CTRs) and conversion rates.

For instance, if a Google Ads expert is running a PPC campaign for a luxury hotel, they may identify that the term "cheap hotels" is generating clicks but not converting into bookings. In this case, they would add "cheap" as a negative keyword to prevent the ad from being triggered by searches related to inexpensive accommodations. By filtering out irrelevant queries, the expert ensures that the campaign focuses on attracting qualified leads.

Step 9: Creation of Monthly Progress Reports

Creating monthly progress reports is essential to assess the effectiveness of PPC campaigns and provide clients with comprehensive insights into their investment. A Google Ads expert compiles and analyzes various performance metrics to evaluate the campaign's success and identify areas for improvement.

The monthly progress report includes key performance indicators (KPIs) such as impressions, clicks, click-through rates (CTRs), conversion rates,cost-per-click (CPC), return on ad spend (ROAS), and overall campaign expenditure. These metrics provide a holistic view of the campaign's performance and enable the expert to gauge its effectiveness in achieving the desired objectives.

For example, the progress report may show that the campaign generated 50,000 impressions, resulting in 2,000 clicks and a click-through rate of 4%. The conversion rate may be 2%, leading to 40 conversions. The cost-per-click (CPC) may be $1.50, resulting in a total expenditure of $3,000. The return on ad spend (ROAS) can be calculated as the revenue generated from the conversions divided by the campaign expenditure.

In addition to quantitative metrics, the progress report should also incorporate qualitative analysis. This includes assessing the quality of leads generated, the relevance of traffic, and the impact of the campaign on overall business goals. By combining both quantitative and qualitative data, the expert can provide a comprehensive overview of the campaign's performance.

The progress report should also include actionable insights and recommendations for future optimization. Based on the analysis of performance metrics, the expert can identify areas of improvement and suggest strategies to enhance campaign effectiveness. These recommendations may include refining keyword targeting, adjusting bid strategies, optimizing ad copy, or implementing new ad extensions.

Furthermore, the progress report serves as a communication tool between the expert and the client. It facilitates transparency and fosters collaboration by keeping the client informed about the campaign's progress and performance. The expert can explain the data, highlight achievements, address concerns, and align future strategies based on the client's goals and objectives.


Implementing a successful PPC campaign requires a systematic approach and technical expertise. Following the steps outlined in this comprehensive guide, as executed by a Google Ads expert, can significantly increase the chances of achieving optimal results. From conducting a thorough examination of the website to creating engaging ad copy, implementing extensions, and optimizing bids, each step plays a vital role in driving targeted traffic, maximizing click-through rates (CTRs), and generating conversions.

Remember, PPC campaigns are not set in stone. Continuous monitoring, analysis, and optimization are essential to adapt to the ever-evolving digital landscape and achieve sustained success. By regularly reviewing and refining campaigns based on performance data and client goals, a Google Ads expert can ensure that every click counts and delivers measurable results. With a strategic approach and ongoing optimization efforts, businesses can unlock the full potential of PPC advertising and maximize their return on investment.

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