How to Create Succesful Paid Search Campaigns

How to Create Succesful Paid Search Campaigns

Lemuel Galpo
Written by Lemuel Galpo
September 17, 2014
PPC that converts

In this webinar, the CEO of Fang Digital, Jeff Ferguson is talking about internet marketing and how to make a successful paid search campaign.

Help your Visitors Understand your Website

Internet marketing is pretty much like Math. Even though many people don’t really like and understand mathematics, there are some simple tricks that you can learn that will help you understand it better. The same applies to the internet marketing. If you want to sell your product, then you will have to explain your website and your products to your visitors so that they know what they are dealing with, and if they need or why they need your product. Explain with simple words what it is that you are selling and in what different ways your product can be used. Also explain how will your product can ultimately help your customers. It all comes down to that. Once your visitors know and understand your website and your way of thinking it will be a lot easier to sell your service or product.

PPC/Paid Search

Pay Per Click (PPC), or paid search is the process of gaining traffic by purchasing ads on different search engines. This kind of process has three big parts that you need to pay attention to:

  • Create: This mostly refers to the design, the ads and the banners. Choose an eye catching ads that will attract more customers.
  • Replicate: This means that you can go and create copies of the things that are based on different types of networks (like match types and geography).
  • Isolate: This means that you need to get rid of all the unnecessary elements that are on your website. Make it clean and simple to use, don’t distract your customers with things that are not going to help you sell your product.

Customer Usage of PPC

Why do you need the paid search? With PPC, you can assess the cost effectiveness and the profitability of internet marketing. You can calculate it by dividing the advertising cost by the number of clicks generated by an advertisement. The best way to have control over every aspect of your paid search campaign is to break things out by certain aspect and address them separately. This is a very important aspect of internet marketing.

Convert better with PPC

Keywords are the key

If you want to have a successful paid search campaign, you need to find good keywords to focus on so that you can target the right customers for the right reasons. You will need a different keyword for every ad group you have. For example, if you are selling/promoting clothes, the main keyword will be “clothes”, but you will have to add different ad groups, like baby clothes, infant clothes, toddler clothes and so on. Here are the first two parts of the PPC process explained with real life examples, create – clothes, replicate – baby/infant/toddler clothes. The third part of this process, the isolation, can be explained by adding negative keywords – create negative keywords in your campaign to get away from people that you are not targeting.

The paid search marketing campaigns may seem unnecessary, and they may seem complicated to understand and use. But after you take some time to understand them and use them, you will see how much it can help you and your business grow. If you want to see the full webinar and read about every aspect of this subject, click here.

Originally published September 17, 2014 - Updated April 15, 2019
Lemuel Galpo
As Customer Content Manager, Lem is responsible for bringing learnings in conversion optimization and testing to the world. He is part of's growth team and coordinates all writers, editors and illustrators.
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