A PPC website uses pay-per-click (PPC) advertising to drive targeted traffic, where the site owner pays a fee each time a user clicks on one of their online ads. The term doesn’t refer to a special type of website, but rather how the website is marketed.
PPC campaigns are most commonly run on search engines like Google and Microsoft (Bing), as well as on social media platforms like Facebook, Instagram, and LinkedIn. This provides quick visibility and measurable results for a business.
Types of PPC advertising
- Search Ads: These are the most common type of PPC ad and appear at the top or bottom of search engine results pages (SERPs). Advertisers bid on keywords, and their text-based ad is shown when a user searches for a relevant term.
- Display Ads: These are visual banner ads that appear on third-party websites that partner with an ad network like the Google Display Network. They can include images, videos, and rich media, and are effective for brand awareness.
- Social Media Ads: These ads are seamlessly integrated into social media feeds on platforms like Facebook, Instagram, and LinkedIn. They allow for highly specific audience targeting based on demographics, interests, and behaviors.
- Shopping Ads: Also known as Product Listing Ads (PLAs), these are visually rich ads for e-commerce products that show an image, price, and store name directly in search results. They are critical for online retailers.
- Remarketing Ads: These ads target users who have previously visited your website or interacted with your content. They follow users as they browse other websites, encouraging them to return and complete an action, like a purchase.
How to build a website for a PPC campaign
- Define your goals: Start by clarifying your campaign’s objectives. Do you want to increase brand awareness, generate leads, or drive product sales? Your goals will influence every other decision you make.
- Conduct keyword research: Find the search terms your target audience uses to find products or services like yours. Use tools like Google Keyword Planner or Semrush to identify valuable keywords. Be sure to also include negative keywords—terms you don’t want to show up for—to avoid wasting ad spend.
- Choose your PPC platform: Select the platform where your target audience is most active. Google Ads is ideal for search traffic, while Meta Ads (Facebook/Instagram) is strong for social media targeting.
- Create your ad content: Write compelling and relevant ad copy that includes your target keywords and a clear call-to-action (CTA). If creating visual ads, use high-quality images and graphics.
- Design high-converting landing pages: A landing page is where a user is directed after clicking your ad. It should be highly relevant to the ad, have a clear CTA, load quickly, and provide a seamless user experience to maximize conversions.
- Set your budget and bids: Determine how much you are willing to spend. Most platforms use an auction-based system where your bid, ad quality, and relevance determine your ad’s placement and cost per click (CPC).
- Track and optimize your performance: Launch your campaign and continuously monitor performance metrics such as CTR (Click-Through Rate), Conversion Rate, and CPC. Use this data to refine your keywords, ad copy, and targeting for better results.