Pay-Per-Click Marketing: Using PPC to Build Your Business

What is PPC in marketing?

Pay Per Click

It seems like everyone is talking up Pay Per Click marketing as a great way to grow your business.  And they are correct.

PPC is the purchase of keywords and phrases online that will place your company at or near the top of a search list and drastically improve your click rate, as well as increasing sales.

When someone uses your purchased keywords in a web search, your company gets “priority,” and more customers see you first.

PPC is one of the best ways to get your products and services seen by the people who are actively looking for them.

Ultimately, the folks who see your pay per click ads are in your demographically targeted audience. Much more so than a random line of traffic which may drive by your bus-stop banner, for example. So, it quite literally pays for you to add PPC to your digital marketing strategy.

At Romain Berg, we specialize in effective PPC marketing to laser-focus your customers on your unique brand and products. Give us a call today to begin maximizing your PPC protocol.

In the meantime, let’s decode pay per click advertising and how it can help you build your business.

PPC: a puzzle you can solve, with the right help.

The best PPC strategy involves more than merely selecting the right keywords to purchase. Google has been around long enough that it appears in a way to have a personality. Here’s what we mean.

Google often changes the way it ranks companies. So, you can’t select a list of relevant keywords to purchase and leave it at that. There is no room for complacency with PPC.

Also Read : Ads in the Express Lane

The layers of a successful PPC campaign include:

  • Keyword selection (long tail and common competitive keywords)
  • Landing page quality
  • Relevance
  • Click-through rate (the number of clicks your ad link receives)
  • Cost-per-click bid (the price you pay for your keywords)

Google looks at your purchased keywords and how they fit into your overall website. Therefore, you must plan your website content and your PPC campaign as “co-conspirators” for a successful outcome.

You can also optimize your campaign for keywords, customized intent, and the somewhat “magical” quality of customer magnetism. If your ad or website is popular with users, Google notices.

In other words, if you have a better ad (pleasing to the eye, quirky, unique, funny, or something else), and a lot of people like it, Google will elevate you in the PPC rankings.

Meaning, you are upgraded more than if you purchased the “right” keywords alone. This is called the Quality Score.

Romain Berg understands Google PPC eccentricities intimately.  It’s part of our service to help you derive your list of keywords for purchase and to update it continually.

We also make sure that your website integrates your keywords and your “magnetism” to optimize a successful PPC campaign.

To purchase the right keywords, ask the right questions.

When you’re doing your keyword research–which is a great place to start–begin by asking questions. And, by that we mean, ask the questions you think your customers are asking about your product.

Drill down into the problems your product or service solves for your customers. Then, come up with a question about that.

For example, if you sell the next “miracle mop” for natural floors, you might start with:

“How do I clean my wood floors without damaging them?” Or, “What’s a good natural fiber mop for tile floors?”

You can use these “long tail” keywords, as well as coming up with a list of shorter, “seed” keywords as well. Both are important to list as potential purchases in your PPC campaign.

Long-tail keywords are where it’s at for conversions.

The questions mentioned above are examples of long-tail keywords. Google likes these a lot.

Even though long-tail keywords may not rank high in most searches, they are a hugely valuable part of your PPC campaign.

The person who types this long-tail keyword into the search bar has likely already done the following:

  • Assessed their problem or circumstance
  • Mentally prepared themselves to make a purchase, because they have a real need
  • Set a budget, or is seeking cost information
  • Planned to compare pricing and product specs with a few specific product examples.

Because of all these “pre-search” qualifiers, your long-tail keyword user is now a prime target for making a sale. Your only job is to make sure your offer is a fit. Long-tail keywords are some of the best conversion tools in the PPC toolkit.

Special bonus: Long-tail keywords are often less expensive than short keywords because they are not as competitive. If you can get more qualified leads at a lower price, why wouldn’t you?

Romain Berg helps you select the long-tail keywords that reliably qualify your leads. Then, you’ll test your offers to see what gets you the best lead-to-sale conversions. As your business evolves, so will we adapt your keyword selection to your audience.

Also Read : 13 Steps to More Advanced SEO

Beware the temptation to “set it and forget it” with PPC campaigns

Google makes rapid and frequent changes to its preferences in search ranking. Therefore, you must continually stir your PPC campaign for it to remain productive. You’ll want to do the following regularly:

  • Add keywords to your list based on relevancy and reach
  • Check your keyword costs to make sure what you’re paying for is generating practical conversions.
  • Refine your targeted ad campaigns to smaller audiences.
  • Mix up the landing pages to which you’re sending your customers from your ads.

In short, Google will notice if you get complacent with your PPC campaign. It’s a constant task to check in with the status and value of your campaigns, but not impossible.

Just like anything else, PPC marketing works if you work it. Where you put your attention is where you’ll find your success.

At Romain Berg, we make PPC task lists our priority, so you can do what you do best; run your business, and serve your customers. We know PPC inside and out so you don’t have to. We keep PPC campaigns fresh and reliable as part of our comprehensive digital marketing services.

Visit our website today, and reach out to set up a consult. We’ll help you determine the best PPC marketing campaigns tailored for your brand and sales objectives.

Most of all, we’ll ensure all your PPC campaigns do their job: bring more customers to your virtual or physical doorstep.


  1. Wayne Moran
    August 23, 2019 at 9:34 am

    Wonderful article and very good insight here. Now well done.

    1. Sam Romain
      April 14, 2020 at 11:08 pm

      Thanks Wayne

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