Pay-Per-Click (PPC) advertising is like having a megaphone for your business. They help you get noticed and drive the right people to your website. Whether you’re new to PPC or looking to sharpen your skills, it’s one of the most effective ways to show up when potential customers need you most. But how do you set up and run a PPC campaign that really works? Let’s break it down!

What is PPC Advertising?

At its core, PPC advertising is pretty simple: you only pay when someone clicks your ad. Platforms like Google Ads, Facebook, Instagram, and LinkedIn let you create targeted ads that connect you with the right audience. Each platform does things a little differently, but the result is the same: getting your business in front of people who are interested in what you offer.

Setting Up Your PPC Campaign

Define Your Campaign Goals
First things first: what’s the end goal here? Are you looking for more website traffic? More leads? More sales? Getting clear on what you want helps shape everything that follows.

Pro Tip:
The more specific your goal, the better your results. For example, aiming to increase eCommerce conversions by 20% in the next three months is way easier to track than a vague “get more sales.” Make your goals SMART: Specific, Measurable, Achievable, Relevant, and Time-bound.

Choosing the Right Keywords

When it comes to platforms like Google Ads and Bing Ads, it’s all about keywords. These are the search terms your customers are typing into Google or Bing when they’re looking for products or services. You’ve got to choose the right ones to make sure your ad shows up in the right searches. Using tools like Google’s Keyword Planner or SEMrush can help you find high-traffic, low-competition keywords to target.

For platforms like Facebook, Instagram, and LinkedIn, keywords aren’t as important. Instead, you’re targeting people based on their interests, demographics, and behaviours. Think of it as focusing on the right audience rather than the right search terms.

Best in Class Example:
Take Nike as an example. They use specific keywords like "running shoes for women" in their Google Ads to ensure they only show up in searches where people are ready to buy.

Popular PPC Platforms: Google, Facebook & Instagram, and LinkedIn

Google Ads

Google Ads is like the gold standard for PPC advertising. It’s where you go if you want to catch people while they’re actively searching for something your business offers.

Best For: Pretty much everyone… from local shops to big eCommerce sites.
Ad Types: Search ads, display ads, shopping ads, and video ads.
Display Ads: Google also lets you run display ads, which pop up as visuals on other websites. These are great for raising awareness, reminding people about your brand, or offering a sweet deal to get them back on your site.

Facebook & Instagram Ads

Facebook and Instagram (both under the Meta umbrella) are perfect for getting in front of people based on who they are and what they’re interested in. No need to worry about keywords here!

Best For: B2C brands and eCommerce businesses that thrive on visual content.
Ad Types: You can create image ads, video ads, carousel ads, and even sponsored stories.
Display Ads: These platforms also offer display-style ads that blend into users' feeds and stories. They’re visually striking and designed to be thumb-stopping… meaning they make people pause mid-scroll to check them out.

LinkedIn Ads

Looking to reach professionals? LinkedIn Ads is your go-to. Here, you can target users based on job titles, company sizes, and industries, making it great for B2B campaigns.

Best For: B2B companies, recruiters, and anyone trying to get in front of industry pros.
Ad Types: Sponsored content, text ads, and InMail (think direct messages right in someone’s LinkedIn inbox).
Display Ads: LinkedIn’s display ads are more on the professional side, appearing as banners on the platform or in feeds to grab attention without being intrusive.

Other PPC Platforms

Of course, there’s more to PPC than just Google, Facebook, and LinkedIn. Other platforms like Bing Ads, Twitter Ads, and Amazon Ads also offer fantastic opportunities to reach your audience. They might not be the first names that come to mind, but they can still pack a punch, especially if you're working in a niche market.

Crafting Your Ads

Here’s where the magic happens! For platforms like Google and LinkedIn, you’re crafting text ads, so keep it simple, clear, and to the point. On Facebook and Instagram, it’s all about the visuals… so make sure your images are high-quality and your videos pop!

Ad Copywriting Tips:

Highlight what makes you special (your unique selling points).
Add a little urgency: phrases like "limited time offer" or "don’t miss out" can go a long way.
And of course, always include a call to action (CTA), whether it’s “Buy Now” or “Learn More.”

Best in Class Example:
Booking.com is a great example of a business that excels with Google Ads. They use highly targeted search ads to appear at the top of search results when users are searching for hotels or travel accommodations. Their ad copy often includes phrases like "Free Cancellation" or "Book Now, Pay Later," which creates a sense of urgency and appeals to users looking for flexible travel options.

Display Ads vs. Search Ads

Okay, so what’s the difference between search ads and display ads? Let’s break it down:

Search Ads are for people actively searching for something—think of them as meeting your customers halfway. They’re looking, and you’re showing up right when they need you.
Display Ads are more about showing up when people aren’t searching. These ads rely on targeting users based on their behaviours, interests, or even past visits to your website (hello, retargeting!). You’ll see display ads on blogs, news sites, or even apps.

Best Practices for Display Ads:

Keep it clear and snappy. You don’t want to clutter your ad with too much info—just enough to catch their eye and get them interested.
Use strong images. Whether it’s a product shot or a creative design, make sure the image tells a story.
A/B testing is your friend. Test different versions of your ads to see what gets the best results.

Platforms like Google, Facebook, and LinkedIn all have great options for running display ads, and with the right targeting, these ads can build brand awareness and drive action.

Basic PPC Principles Across Platforms

No matter which platform you’re using, the basic rules for PPC ads don’t change:

Set Clear Goals: Know what you want from your campaign. Is it more sales, more sign-ups, or just traffic? Make sure your goals are super clear.
Target Smart: Whether it’s keywords or audiences, always aim for the right people.
Spend Wisely: Set budgets that won’t break the bank but still allow you to get some good visibility.
Create Engaging Ads: Eye-catching images or clever ad copy make all the difference.
Keep an Eye on Performance: Always track your results—things like Click-Through Rate (CTR) and Cost Per Conversion tell you if your ads are working.

Whether you’re running ads on Google, Facebook, Instagram, or LinkedIn, a well-executed PPC campaign can get you fast results. The key is knowing your audience, crafting compelling ads, and keeping a close eye on your performance to make sure you're getting the best bang for your buck.

If you need any help setting up or managing your PPC campaigns, we’re here for you. At Usual, we’ve got the expertise to help your business thrive online. Shoot us an email at letstalk@usual.ie and let’s chat!

Pay-Per-Click (PPC) Advertising Basics