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A Starter Guide to Pay-Per-Click Marketing%0D%0Ahttps://www.semrush.com/blog/what-is-ppc/?utm_source=socialsharing_email&utm_medium=blogshare&utm_campaign=socialsharing" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-mail-icon" viewBox="0 0 16 16" width="16" height="16" class="sc-bdvvtL dHnzHm"><use xlink:href="#mail-icon"></use></svg></a></div></div></div><div data-test="table-of-content" width="203" class="sc-iFMAIt htwcNM"><p data-test="text-content" class="sc-kLwhqv deatxS sc-iqVWFU fGctPO">TABLE OF CONTENTS</p></div></div><div data-parse="true" class="sc-gKclnd eBribL sc-lkgTHX fnqfqY"><article class="sc-jlRLRk brDSho -table-of-content-show" data-test="article-body"><h2 id="what-is-ppc">What Is PPC?</h2><p>Pay-per-click (PPC) marketing is a type of <a href="https://www.semrush.com/blog/what-is-digital-advertising/" style="text-decoration:none">digital advertising</a> that involves paying a fee each time someone clicks on your ads. </p><p>This means PPC is typically more cost-effective compared to advertising models that involve paying based on views or impressions that might not lead to any interactions.</p><p>Depending on your advertising platform, PPC ads can appear in the following places:</p><ul> <li style="list-style-type:disc">Search engines like Google and Bing</li> <li style="list-style-type:disc">Social media platforms like Facebook, Instagram, LinkedIn, and TikTok</li> <li style="list-style-type:disc">Banners on websites</li> <li style="list-style-type:disc">Videos on YouTube</li> <li style="list-style-type:disc">Marketplaces like Amazon and Etsy</li></ul><p>If you run PPC search ads for cat food, your ad might appear on Google’s search engine results pages (<a href="https://www.semrush.com/blog/serp/" style="text-decoration:none">SERPs</a>) like this: </p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/20/03/2003ccb9fc4ee1bbbd399d8ddf426ceb/5821a24e5e9b24fc74124d01a669df7c/AD_4nXdwmNZb0PKAA-elG3DM7VgIzLHffzSvEtk38zJAJ1gK_cKWfpVawwelrjsgmo1vkmakwN_-unqTDaVxcxE2dmvVoHJN8ehcTifY042NzaUdysz8mWERAXunft8St0CJb5KSxsL_qg.webp" type="image/webp"/><img alt="Google SERP with the term "cat food" entered and the sponsored shopping ads at the top highlighted." data-original="https://static.semrush.com/blog/uploads/media/20/03/2003ccb9fc4ee1bbbd399d8ddf426ceb/5821a24e5e9b24fc74124d01a669df7c/original" height="868" loading="lazy" src="https://static.semrush.com/blog/uploads/media/20/03/2003ccb9fc4ee1bbbd399d8ddf426ceb/5821a24e5e9b24fc74124d01a669df7c/AD_4nXdwmNZb0PKAA-elG3DM7VgIzLHffzSvEtk38zJAJ1gK_cKWfpVawwelrjsgmo1vkmakwN_-unqTDaVxcxE2dmvVoHJN8ehcTifY042NzaUdysz8mWERAXunft8St0CJb5KSxsL_qg" width="1010"/></picture></figure><p>If you set a budget of $1 per click and 100 people click on your ad, you’ll pay $100.</p><h3 id="ppc-vs--seo-vs--sem">PPC vs. SEO vs. SEM</h3><p><strong>PPC</strong> is a type of advertising that involves paying for each click on your ads and is most commonly associated with ads that appear in search engines.</p><p><strong>Search engine optimization (SEO)</strong> is a practice that involves making improvements to increase your site’s visibility in search engines’ organic (unpaid) results.</p><p>They both fall under the umbrella of <a href="https://www.semrush.com/blog/search-engine-marketing/" style="text-decoration:none"><strong>search engine marketing</strong></a><strong> (SEM)</strong>,assuming you’re talking about PPC search ads. </p><p>But there are some major differences between <a href="https://www.semrush.com/blog/seo-vs-ppc/" style="text-decoration:none">SEO and PPC</a>. Like:</p><ul> <li style="list-style-type:disc"><strong>The time it takes to see results</strong>: With PPC, your ads appear once the campaign is live. But SEO takes time to build up organic rankings and achieve long-term visibility.</li> <li style="list-style-type:disc"><strong>The goal</strong>: PPC is effective for quick, short-term results. And SEO is geared toward sustainable, long-term traffic.</li> <li style="list-style-type:disc"><strong>Your targeting options</strong>: PPC allows specific audience targeting (like based on search terms, audience demographics, and audience online behaviors). But SEO doesn’t target users directly beyond keywords.</li></ul><p>Generally, businesses see the best results when they <a href="https://www.semrush.com/blog/ppc-and-seo-working-together/" style="text-decoration:none">align SEO and PPC</a> in their marketing strategies. </p><h2 id="why-is-ppc-important">Why Is PPC Important?</h2><p>The main benefits of PPC ads are that they:</p><ul> <li style="list-style-type:disc"><strong>Offer specific targeting</strong>: PPC lets you reach highly specific audiences through targeting based on demographics, keywords (usually), and behavior. You can even target users who previously visited your site or interacted with you on social media.</li> <li style="list-style-type:disc"><strong>Can deliver fast results</strong>: With PPC, you can start driving traffic soon after you start your campaign</li> <li style="list-style-type:disc"><strong>Are generally cost-effective</strong>: With PPC, you only pay for interested users who take action by clicking. You can also control your budget and determine your <a href="https://www.semrush.com/blog/cost-per-click/" style="text-decoration:none">cost per click</a> (CPC) in advance.</li> <li style="list-style-type:disc"><strong>Are easy to measure and track</strong>: Ad platforms allow you to easily <a href="https://www.semrush.com/blog/how-to-optimize-a-remarketing-campaign-that-delivers/" style="text-decoration:none">track PPC metrics</a>. Like how many people clicked on your ads and what they did from there.</li> <li style="list-style-type:disc"><strong>Allow for easy management</strong>: Changing your CPC, strategy, and other elements is simple when you <a href="https://www.semrush.com/blog/ppc-management/" style="text-decoration:none">manage a PPC campaign</a> through an ad platform. For example, you can boost the budget of ads that are performing well.</li> <li style="list-style-type:disc"><strong>Can boost brand awareness</strong>: Even when users don’t click on your ads, they can still see your brand and message. And they may be more likely to engage with you later on.</li> <li style="list-style-type:disc"><strong>Often complement SEO</strong>: Search engine PPC ads work well alongside SEO by letting you occupy more screen space in search engine results. Which is likely to drive more traffic and sales overall. </li></ul><h2 id="how-does-ppc-work">How Does PPC Work?</h2><p>Pay-per-click advertising uses a pretty straightforward process:</p><ol> <li style="list-style-type:decimal">Sign up for an advertising account with a platform you want to run ads on. Like Google Ads or Meta Ads Manager.</li> <li style="list-style-type:decimal">Set your overall budget and how much you’re willing to pay for each click</li> <li style="list-style-type:decimal">Create your <a href="https://www.semrush.com/blog/what-is-ad-copy/" style="text-decoration:none">ad copy</a> and include visual assets like images/videos as applicable</li> <li style="list-style-type:decimal">Send your ad into an auction with other advertisers who are bidding on the same keywords or targeting criteria</li> <li style="list-style-type:decimal">Wait for the auction to determine whose ads will be shown—and where</li> <li style="list-style-type:decimal">Pay whenever someone clicks your ad</li></ol><p>The exact process depends on your platform and ad format. But the main principles remain.</p><h2 id="5-types-of-ppc-ads">5 Types of PPC Ads</h2><p>When you run a PPC campaign, you have a wide choice of different ad formats that can vary by platform, including:</p><h3 id="search-ads">Search Ads</h3><p>Search ads are text-based ads that appear in search engines like Google and Bing when users enter a query. </p><p>These ads usually show at the top or bottom of the SERP and are labeled as “Sponsored” or “Ad.” </p><p>For example, here’s an ad that appears for the search term “best project management platform”:</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/8a/f0/8af06336ffae287ab1242870daec2360/2d6d7db2ca0c962ae32ac9467efe4f2f/AD_4nXfCZUVL_FzYj7MTcKIFQliVt1A1aXl3MLZP4U3XOlLfEexss4GtQTtvavxRfpCnz9hCXEdj8xNnZivyjptgT7zhgioyAGbEU_tODSJMz2A5LX4FRSwyurBurblG00mNaIIxwLXiKw.webp" type="image/webp"/><img alt="Google search ad for the term "best project management platform" with the "Sponsored" tag highlighted." data-original="https://static.semrush.com/blog/uploads/media/8a/f0/8af06336ffae287ab1242870daec2360/2d6d7db2ca0c962ae32ac9467efe4f2f/original" height="816" loading="lazy" src="https://static.semrush.com/blog/uploads/media/8a/f0/8af06336ffae287ab1242870daec2360/2d6d7db2ca0c962ae32ac9467efe4f2f/AD_4nXfCZUVL_FzYj7MTcKIFQliVt1A1aXl3MLZP4U3XOlLfEexss4GtQTtvavxRfpCnz9hCXEdj8xNnZivyjptgT7zhgioyAGbEU_tODSJMz2A5LX4FRSwyurBurblG00mNaIIxwLXiKw" width="1010"/></picture></figure><p>Search ads provide immediate visibility among users actively searching for products or services related to your business. </p><h3 id="display-ads">Display Ads</h3><p><a href="https://www.semrush.com/blog/display-ads/" style="text-decoration:none">Display ads</a> are most commonly run through Google Ads and are banner- or image-based ads that appear across a wide range of websites within the <a href="https://www.semrush.com/blog/google-display-network/" style="text-decoration:none">Google Display Network</a> (GDN) and other partner sites/apps. </p><p>They’re shown based on users’ browsing behavior, interests, and other targeting criteria the advertiser selected.</p><p>Here’s an example of a display ad on Forbes:</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/bc/76/bc76aebcbae47cb8d36d793c2e35e899/81eb4ab584ed82ec97b3e65248366ac1/AD_4nXcz__Xpqyxny2voTz4__SQKewc4vMi2DkWakK76yV3DQB0iZhD3DxVsJWcwAwrg3bOsuNsMi8p0w0W0pt9bxvKF1jW6wk_HSfT6v1uuiWM_azZJlsE45aoerkXD0u8OO45_YdER9g.webp" type="image/webp"/><img alt="Google display ad by Semrush appearing on the Forbes website with the "Promoted" tag highlighted." data-original="https://static.semrush.com/blog/uploads/media/bc/76/bc76aebcbae47cb8d36d793c2e35e899/81eb4ab584ed82ec97b3e65248366ac1/original" height="1448" loading="lazy" src="https://static.semrush.com/blog/uploads/media/bc/76/bc76aebcbae47cb8d36d793c2e35e899/81eb4ab584ed82ec97b3e65248366ac1/AD_4nXcz__Xpqyxny2voTz4__SQKewc4vMi2DkWakK76yV3DQB0iZhD3DxVsJWcwAwrg3bOsuNsMi8p0w0W0pt9bxvKF1jW6wk_HSfT6v1uuiWM_azZJlsE45aoerkXD0u8OO45_YdER9g" width="1010"/></picture></figure><p>Display ads are particularly good for increasing brand awareness.</p><h3 id="video-ads">Video Ads</h3><p>Video ads appear across the web and platforms like YouTube, LinkedIn, and Instagram. </p><p>Here’s an example of a video ad on LinkedIn:</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/33/5d/335dad6af12cfd68e345de24a008fa16/2cae7e5eb13e242ae25ecb6d9a2e04e6/AD_4nXdJtBu-zyB59crimbcRNO0x2gTVT-v3s6qjqbmQL2Cs1rPPoeiJ_jB4c1h64bUhSkvgIIKPrlHKzAi45tNuknoRjT_DYiTamMRc4FCkwsL_ciVpMBjlq1Gk81tV3xnB2RHRSrY1Zw.webp" type="image/webp"/><img alt="Video ad on LinkedIn by Donorbox with the "Promoted" tag highlighted." data-original="https://static.semrush.com/blog/uploads/media/33/5d/335dad6af12cfd68e345de24a008fa16/2cae7e5eb13e242ae25ecb6d9a2e04e6/original" height="1446" loading="lazy" src="https://static.semrush.com/blog/uploads/media/33/5d/335dad6af12cfd68e345de24a008fa16/2cae7e5eb13e242ae25ecb6d9a2e04e6/AD_4nXdJtBu-zyB59crimbcRNO0x2gTVT-v3s6qjqbmQL2Cs1rPPoeiJ_jB4c1h64bUhSkvgIIKPrlHKzAi45tNuknoRjT_DYiTamMRc4FCkwsL_ciVpMBjlq1Gk81tV3xnB2RHRSrY1Zw" width="1010"/></picture></figure><p>Video ads are particularly effective for telling a story or delivering more complex messages in an engaging format.</p><p><em><strong>Further reading</strong></em><em>: </em><a href="https://www.semrush.com/blog/youtube-ad-targeting/" style="text-decoration:none"><em>The Ultimate Beginner‘s Guide to YouTube Ad Targeting</em></a></p><h3 id="retargeting-ads">Retargeting Ads</h3><p><a href="https://www.semrush.com/blog/retargeting/" style="text-decoration:none">Retargeting ads</a> (Google calls them remarketing ads) are delivered to users who previously visited your website or interacted with your content but didn’t complete a desired action (like making a purchase). </p><p>Here’s a visual representation of how retargeting ads work:</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/f5/be/f5be58762c0905e6a515aec4e84626a3/72706b316d20cb01a8acb71395035c96/AD_4nXfojOKtJaWfF0fDI22iFQYsEu6djzYNp1VlwiYcEYZtuteoBeg6YEssrQPaMiDBKF9sg4XgI0ApjQJEK_mJ2Pu4gj4PbkCWHUZ-SCwpPhKjBW9GSWhLfWvfZLoghuONeBfellTYKA.webp" type="image/webp"/><img alt="A visual representation of how retargeting ads work in five steps from a user's first visit upto returning back to the site via an ad and converting." data-original="https://static.semrush.com/blog/uploads/media/f5/be/f5be58762c0905e6a515aec4e84626a3/72706b316d20cb01a8acb71395035c96/original" height="1123" loading="lazy" src="https://static.semrush.com/blog/uploads/media/f5/be/f5be58762c0905e6a515aec4e84626a3/72706b316d20cb01a8acb71395035c96/AD_4nXfojOKtJaWfF0fDI22iFQYsEu6djzYNp1VlwiYcEYZtuteoBeg6YEssrQPaMiDBKF9sg4XgI0ApjQJEK_mJ2Pu4gj4PbkCWHUZ-SCwpPhKjBW9GSWhLfWvfZLoghuONeBfellTYKA" width="1010"/></picture></figure><p>If someone visited your online store, added a pair of shoes to their cart, but left without completing the purchase, you can use remarketing ads to show those same shoes to them via a PPC ad.</p><p>Here’s an example of how lifestyle accessories brand DailyObjects retargets users on Instagram:</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/b0/46/b04683f981674984482dee38d553dd7b/9fdd8e57b4a4b6142ddcca7b0b22c7bc/AD_4nXd-Tb3ztmdZAkkutN8uKooa5ePb_X3SyUa_tTW5uglHbJvqpSpgreCaeqv72OOCgRxugQiLxDAZ1NPNctejYOInEUKLjLTCYuH8C1EBkOdOvEh3MPFaBUyK0eJqduKMWWmWkiSi.webp" type="image/webp"/><img alt="A retargeting ad by DailyObjects on Instagram with the "Sponsored" tag highlighted." data-original="https://static.semrush.com/blog/uploads/media/b0/46/b04683f981674984482dee38d553dd7b/9fdd8e57b4a4b6142ddcca7b0b22c7bc/original" height="1544" loading="lazy" src="https://static.semrush.com/blog/uploads/media/b0/46/b04683f981674984482dee38d553dd7b/9fdd8e57b4a4b6142ddcca7b0b22c7bc/AD_4nXd-Tb3ztmdZAkkutN8uKooa5ePb_X3SyUa_tTW5uglHbJvqpSpgreCaeqv72OOCgRxugQiLxDAZ1NPNctejYOInEUKLjLTCYuH8C1EBkOdOvEh3MPFaBUyK0eJqduKMWWmWkiSi" width="1010"/></picture></figure><p>Retargeting ads are great for encouraging repeat visits/interactions and increasing conversions.</p><h3 id="shopping-ads">Shopping Ads</h3><p><a href="https://www.semrush.com/blog/google-shopping-ads/" style="text-decoration:none">Shopping ads</a> are visually rich product ads that appear in search results and Google’s Shopping tab. </p><p>For example, here’s what users might see if they search for standing desks: </p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/db/b1/dbb189f027371cb70d30f0ffaa18a155/a68cfaee89b4b73f835e184a9f2ff370/AD_4nXfB4CQcBnU7HGIgy2JAEhDk6iL2MgM2VmtsNbZCSha1s2JA-0FIJHBHFdIF-tdaPBc_YUjmgzwbitHkhmAPZzP5Lft3lVk3nYCfN-DVePKSvjEJUOgTOdXSikMLJCDkQOYuxnAq_Q.webp" type="image/webp"/><img alt="Google SERP with the term "standing desks" entered and the sponsored shopping ads at the top highlighted." data-original="https://static.semrush.com/blog/uploads/media/db/b1/dbb189f027371cb70d30f0ffaa18a155/a68cfaee89b4b73f835e184a9f2ff370/original" height="785" loading="lazy" src="https://static.semrush.com/blog/uploads/media/db/b1/dbb189f027371cb70d30f0ffaa18a155/a68cfaee89b4b73f835e184a9f2ff370/AD_4nXfB4CQcBnU7HGIgy2JAEhDk6iL2MgM2VmtsNbZCSha1s2JA-0FIJHBHFdIF-tdaPBc_YUjmgzwbitHkhmAPZzP5Lft3lVk3nYCfN-DVePKSvjEJUOgTOdXSikMLJCDkQOYuxnAq_Q" width="1010"/></picture></figure><p>Shopping ads are particularly effective for ecommerce businesses because they target people who are actively looking for specific products.</p><h2 id="5-ppc-advertising-platforms">5 PPC Advertising Platforms </h2><p>Here are some of the most well-known PPC platforms:</p><h3 id="google-ads">Google Ads</h3><p><a href="https://www.semrush.com/blog/google-advertising/" style="text-decoration:none">Google Ads</a> is the largest PPC platform (their <a href="https://www.statista.com/statistics/290629/digital-ad-revenue-share-of-major-ad-selling-companies-worldwide/" style="text-decoration:none">market share is 39%</a>) and allows you to run ads across the entire Google Network, which includes:</p><ul> <li style="list-style-type:disc">Google’s search results pages</li> <li style="list-style-type:disc">Google-owned platforms like YouTube and Google Maps</li> <li style="list-style-type:disc"><a href="https://support.google.com/google-ads/answer/2404190" style="text-decoration:none">Thirty-five million</a> third-party websites and apps that make up the <a href="https://www.semrush.com/blog/google-display-network/" style="text-decoration:none">Google Display Network</a> (GDN)</li></ul><p>There are six types of <a href="https://www.semrush.com/blog/google-ads-campaigns/" style="text-decoration:none">Google Ads campaigns</a> you can choose from, including search, display, shopping, and video.</p><p>Google Ads lets you reach those most likely to convert by bidding on specific keywords, ensuring your ads appear in relevant search results. </p><p>Additionally, you can target <a href="https://www.semrush.com/blog/audience-segments/" style="text-decoration:none">audience segments</a>—groups of people with specific characteristics or behaviors in common—to further refine who sees your ads.</p><h3 id="meta-ads">Meta Ads</h3><p>Meta Ads Manager allows you to run PPC ads on both Facebook and Instagram.</p><p>Here’s an example of an ad on Facebook:</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/fb/9e/fb9e4a922de2d5134851af8776fb0ca0/053c386019ecc68e93311c865193f61d/AD_4nXcBoQOOG4WRfG_CUUjOHjs5KFGikxR34uG5GrocKQCZqvc7A_j-BefkxZj0P_m-vMcak7c9hdNjNVM4uQf520lwPR9y6ITdMpNoZtuIe2xUvU50MchNccgYukkbfKNTDaDg2_9R.webp" type="image/webp"/><img alt="Facebook ad by Qatar Airways with the "Sponsored" tag highlighted." data-original="https://static.semrush.com/blog/uploads/media/fb/9e/fb9e4a922de2d5134851af8776fb0ca0/053c386019ecc68e93311c865193f61d/original" height="1201" loading="lazy" src="https://static.semrush.com/blog/uploads/media/fb/9e/fb9e4a922de2d5134851af8776fb0ca0/053c386019ecc68e93311c865193f61d/AD_4nXcBoQOOG4WRfG_CUUjOHjs5KFGikxR34uG5GrocKQCZqvc7A_j-BefkxZj0P_m-vMcak7c9hdNjNVM4uQf520lwPR9y6ITdMpNoZtuIe2xUvU50MchNccgYukkbfKNTDaDg2_9R" width="1010"/></picture></figure><p>You can tell this is a <a href="https://www.semrush.com/blog/paid-social/" style="text-decoration:none">paid social</a> ad because it says “Sponsored” in the top left corner. </p><p>With Meta Ads Manager, you can create ads in a variety of formats including image, video, and carousel (swipe through multiple images or videos within one ad).</p><p>Meta offers very specific targeting options based on demographics and interests, which enables brands to tap into a pool of likely customers.</p><p><em><strong>Further reading</strong></em><em>: </em><a href="https://www.semrush.com/blog/facebook-advertising/" style="text-decoration:none"><em>Facebook Advertising: How to Run Campaigns on Facebook</em></a></p><h3 id="tiktok-ads">TikTok Ads </h3><p>TikTok allows you to run short-form video advertisements on the platform. </p><p>Here’s an example of what a TikTok ad looks like:</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/25/a9/25a91bbc4f866338f0d31de0f004245c/b93bea2907036db6572db9cf65a18b93/AD_4nXeNmUJLaLNtANUoQ-X7F4g3cStB752k2cvcWQrsFc3myNqh-ctmnHpJfm9RIb7Jx148e-B88DsHgSqDF_FDa40jAPdg47hnhw7MdXfnKzSm4DmOzZuFjbZlF17YkPV-2NICGtl4.webp" type="image/webp"/><img alt="TikTok ad by 7th avenue appearing on the "For You" page with the "Sponsored" tag highlighted." data-original="https://static.semrush.com/blog/uploads/media/25/a9/25a91bbc4f866338f0d31de0f004245c/b93bea2907036db6572db9cf65a18b93/original" height="1418" loading="lazy" src="https://static.semrush.com/blog/uploads/media/25/a9/25a91bbc4f866338f0d31de0f004245c/b93bea2907036db6572db9cf65a18b93/AD_4nXeNmUJLaLNtANUoQ-X7F4g3cStB752k2cvcWQrsFc3myNqh-ctmnHpJfm9RIb7Jx148e-B88DsHgSqDF_FDa40jAPdg47hnhw7MdXfnKzSm4DmOzZuFjbZlF17YkPV-2NICGtl4" width="1010"/></picture></figure><p>Advertising options include in-feed ads (ads that appear in users’ feeds as they’re scrolling) and TopView ads (full-screen ads that appear as soon as a user opens the TikTok app).</p><p>TikTok is particularly popular among <a href="https://www.statista.com/statistics/1299771/tiktok-global-user-age-distribution/" style="text-decoration:none">younger audiences</a>, making it an ideal platform for brands looking to engage with Gen Z and millennial users through creative and engaging content.</p><h3 id="microsoft-ads">Microsoft Ads</h3><p>Microsoft Ads enables you to extend your search engine reach beyond Google by displaying ads across the Microsoft Advertising Network, which includes:</p><ul> <li style="list-style-type:disc">Bing, Yahoo, and MSN search engine results </li> <li style="list-style-type:disc">Microsoft-owned properties like Outlook and Microsoft 365</li> <li style="list-style-type:disc">Bing and Yahoo search partners like Ask.com and Forbes </li></ul><p>Here’s an example of a shopping ad on Bing:</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/e6/65/e665c80af86f223f072618ce69453b42/401a4d7bf96445a172f250b79c3a79c5/AD_4nXfI4kFt7p711j0wEP3oXk7QEeNT8oe_EXRUVjCO_nsHNTi2IzXnlr31EeIAeREnKWxV6o1zI9eyc9LreAxmxpwQk48ITLHAzBQNNkeyt51cniuoPgC0DY4_DWZchmsjayVb6GVE.webp" type="image/webp"/><img alt="Bing SERP with the term "gaming computer" entered and the shopping results at the top highlighted." data-original="https://static.semrush.com/blog/uploads/media/e6/65/e665c80af86f223f072618ce69453b42/401a4d7bf96445a172f250b79c3a79c5/original" height="1600" loading="lazy" src="https://static.semrush.com/blog/uploads/media/e6/65/e665c80af86f223f072618ce69453b42/401a4d7bf96445a172f250b79c3a79c5/AD_4nXfI4kFt7p711j0wEP3oXk7QEeNT8oe_EXRUVjCO_nsHNTi2IzXnlr31EeIAeREnKWxV6o1zI9eyc9LreAxmxpwQk48ITLHAzBQNNkeyt51cniuoPgC0DY4_DWZchmsjayVb6GVE" width="1010"/></picture></figure><p>Some ad types you can run on Microsoft Ads include search, display, video, and shopping.</p><h3 id="linkedin-ads">LinkedIn Ads</h3><p>With <a href="https://www.semrush.com/blog/linkedin-ads/" style="text-decoration:none">LinkedIn Ads</a>, you can reach over <a href="https://business.linkedin.com/marketing-solutions/ads" style="text-decoration:none">1 billion</a> active professionals on the largest social media platform for professional networking. </p><p>Here’s an example of an ad on LinkedIn:</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/a4/90/a490fe599844d57519a499663c8d40cc/194642df9e5cd852083ec81319032868/AD_4nXc9JHhc0ejUC9LAbGdA_QYDWxeNXHzjdR5X3-U3N25WnAHf9l6mjZuBuPDxyrs7iyP-NWhQ_VbSfaGoGCRlfyaYQBf-dqTW6ueT8Lkct5N_JCYrEmfp3CGyOw03MZImrW5WCUwoUg.webp" type="image/webp"/><img alt="LinkedIn ad by Atlassian with the "Promoted" tag highlighted." data-original="https://static.semrush.com/blog/uploads/media/a4/90/a490fe599844d57519a499663c8d40cc/194642df9e5cd852083ec81319032868/original" height="1284" loading="lazy" src="https://static.semrush.com/blog/uploads/media/a4/90/a490fe599844d57519a499663c8d40cc/194642df9e5cd852083ec81319032868/AD_4nXc9JHhc0ejUC9LAbGdA_QYDWxeNXHzjdR5X3-U3N25WnAHf9l6mjZuBuPDxyrs7iyP-NWhQ_VbSfaGoGCRlfyaYQBf-dqTW6ueT8Lkct5N_JCYrEmfp3CGyOw03MZImrW5WCUwoUg" width="1010"/></picture></figure><p>With LinkedIn, you can run a variety of ad types like text ads, sponsored messaging, and sponsored content (ads that appear in users’ feeds).</p><p>LinkedIn Ads offers advanced targeting options based on job title, employer, industry, and professional skills—making it ideal for B2B marketing.</p><h2 id="how-to-start-a-ppc-campaign">How to Start a PPC Campaign</h2><p>The exact steps to <a href="https://www.semrush.com/blog/how-to-plan-ppc-campaign/" style="text-decoration:none">plan a PPC campaign</a> depend on the platform you use, but you’ll always follow these seven general steps:</p><h3 id="1--set-goals">1. Set Goals</h3><p>Your PPC objectives will guide every decision about things like keyword selection, ad copy, and even how and when your ad is shown. </p><p>Start by defining your desired outcome. This might be increasing traffic to your site, driving more purchases, generating leads, or driving brand awareness. </p><p>Here’s what selecting a goal looks like on Microsoft Ads:</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/f6/55/f655ad32e7547a5d3c292391e13bdb8e/435253cfcdff2038ce3e0eee17f1b544/AD_4nXepSdsG49Vrg8DUo8pyE5QkIu-k4CzkPCBUUOCjKVC-BNg9Pdj4XF4n6Wptd4lzeCxOYegpxPjc8R7qTF6Fcs3MRRo3nsqTC0NXZkhXpq_cGRkHiWbiiwNJ5xK3zPANOnXTWm98.webp" type="image/webp"/><img alt=""Choose your objective" page on Google ads with the options including sales, leads, website traffic, app promotion, etc." data-original="https://static.semrush.com/blog/uploads/media/f6/55/f655ad32e7547a5d3c292391e13bdb8e/435253cfcdff2038ce3e0eee17f1b544/original" height="908" loading="lazy" src="https://static.semrush.com/blog/uploads/media/f6/55/f655ad32e7547a5d3c292391e13bdb8e/435253cfcdff2038ce3e0eee17f1b544/AD_4nXepSdsG49Vrg8DUo8pyE5QkIu-k4CzkPCBUUOCjKVC-BNg9Pdj4XF4n6Wptd4lzeCxOYegpxPjc8R7qTF6Fcs3MRRo3nsqTC0NXZkhXpq_cGRkHiWbiiwNJ5xK3zPANOnXTWm98" width="1010"/></picture></figure><p>Next, determine which metrics to track based on the goal you set, so you can measure your performance.</p><p>Some common metrics to track include:</p><ul> <li style="list-style-type:disc"><a href="https://www.semrush.com/blog/click-through-rate/" style="text-decoration:none"><strong>Click-through rate</strong></a> (CTR) for traffic-related goals</li> <li style="list-style-type:disc"><strong>Conversion rate</strong> (the percentage of visitors who take a desired action) for sales and lead generation</li> <li style="list-style-type:disc"><strong>Impressions</strong> for brand awareness campaigns</li> <li style="list-style-type:disc"><strong>Engagement rate </strong>for traffic and brand awareness campaigns </li></ul><h3 id="2--do-preliminary-research">2. Do Preliminary Research</h3><p>Before setting up your campaign, lay the groundwork with competitor and keyword research, so you don’t have to interrupt working on your ads mid-setup.</p><p>First, use Semrush’s <a href="https://www.semrush.com/analytics/adwords/positions" style="text-decoration:none">Advertising Research</a> tool to review your competitors’ ad copy. And get inspired. </p><p>Open the tool, enter a competitor’s domain name, select the country you plan to target, and click “<strong>Search</strong>.”</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/48/f1/48f1e40f6e6adce1547d615c2062e77f/c3cdce76a6cf6bf816588ef6d535c294/AD_4nXecQeXPtsiKqzFE-mPYzT0a6K7sTyyKhe5b9VJXZy4Yp3eBOzKGTLNzVGIRR-_BgW332ejQi7Q3CdGZKqPb5hciaiOj5-HqtZZUXNOCbkhVVlgnYYVpUja3QkXwtykho858f9yqmA.webp" type="image/webp"/><img alt="Advertising Research tool start with "tiffany.com" entered as the domain and "Search" clicked." data-original="https://static.semrush.com/blog/uploads/media/48/f1/48f1e40f6e6adce1547d615c2062e77f/c3cdce76a6cf6bf816588ef6d535c294/original" height="438" loading="lazy" src="https://static.semrush.com/blog/uploads/media/48/f1/48f1e40f6e6adce1547d615c2062e77f/c3cdce76a6cf6bf816588ef6d535c294/AD_4nXecQeXPtsiKqzFE-mPYzT0a6K7sTyyKhe5b9VJXZy4Yp3eBOzKGTLNzVGIRR-_BgW332ejQi7Q3CdGZKqPb5hciaiOj5-HqtZZUXNOCbkhVVlgnYYVpUja3QkXwtykho858f9yqmA" width="1010"/></picture></figure><p>Navigate to the “<strong>Ads Copies</strong>” tab to see the exact copy your competitor is using in search ads they’re running.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/d0/64/d064a3105e7660629f4a60ae95876cd5/45db52301d7ae96b9a2ec18362fef770/AD_4nXdGq50CJm3f5wIsAQsMa3OlQGkReHrE1wAUurLIX1b8y3rwnCyzgfxh7fOUiI4vrBmUWl2T2WA43onWOhOtVxNmvkJ_v9yu-zNgR0PpW4wqq6U3GPvz_vaIa_YlpJ7oAUuZnWrBpQ.webp" type="image/webp"/><img alt="Ads Copies report on Advertising Research showing the exact copy used by a domain in the search ads that they're running." data-original="https://static.semrush.com/blog/uploads/media/d0/64/d064a3105e7660629f4a60ae95876cd5/45db52301d7ae96b9a2ec18362fef770/original" height="891" loading="lazy" src="https://static.semrush.com/blog/uploads/media/d0/64/d064a3105e7660629f4a60ae95876cd5/45db52301d7ae96b9a2ec18362fef770/AD_4nXdGq50CJm3f5wIsAQsMa3OlQGkReHrE1wAUurLIX1b8y3rwnCyzgfxh7fOUiI4vrBmUWl2T2WA43onWOhOtVxNmvkJ_v9yu-zNgR0PpW4wqq6U3GPvz_vaIa_YlpJ7oAUuZnWrBpQ" width="1010"/></picture></figure><p>Click on each ad’s headline to check out your competitor’s ad landing pages. And see how they attempt to engage visitors and drive conversions.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/20/a4/20a418b738993acd3ff82bf01cf8a809/3ae0e7fca04f2aca3a345e2212425035/AD_4nXcnlPc-OeY215JIYjpe885REKGOwOX_l_oqyglV96h0GGOf0Prbqi3piDD1Mj1pJNBkgFbJMjhGMCERSO79ISBI2fiUpwVKsipAn5bLcsUX7-cUNDLF1xigmoMviMJVP6a9ktaM.webp" type="image/webp"/><img alt="Ads Copies report on Advertising Research with one of the headlines of an ad clicked to view the ad's landing page." data-original="https://static.semrush.com/blog/uploads/media/20/a4/20a418b738993acd3ff82bf01cf8a809/3ae0e7fca04f2aca3a345e2212425035/original" height="1074" loading="lazy" src="https://static.semrush.com/blog/uploads/media/20/a4/20a418b738993acd3ff82bf01cf8a809/3ae0e7fca04f2aca3a345e2212425035/AD_4nXcnlPc-OeY215JIYjpe885REKGOwOX_l_oqyglV96h0GGOf0Prbqi3piDD1Mj1pJNBkgFbJMjhGMCERSO79ISBI2fiUpwVKsipAn5bLcsUX7-cUNDLF1xigmoMviMJVP6a9ktaM" width="1010"/></picture></figure><p>If you’re using Meta Ads, view your competitors’ work through the <a href="https://www.facebook.com/ads/library/" style="text-decoration:none">Meta Ads Library</a>. Just choose an ad type and enter their brand name.</p><p>For LinkedIn Ads, visit the <a href="https://www.linkedin.com/ad-library/home" style="text-decoration:none">LinkedIn Ad Library</a> and search by advertiser name or keyword. Like this:</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/f8/c3/f8c380a778e7baecf8d6976436203730/cdebcf4b592d970f6326687c3b97ee82/AD_4nXe1Crj8yoDF38Q26l8ExMW-OImFd9SrKB_jD-5zePo3-XGWr2dqt-czPei0l35X2Yti8RkBWG8h9nmRqzuEtOtpLENAi36ryg6p9_SZXDadANZB-lGhjhJSH0cD2cNLpeyEH0r4CA.webp" type="image/webp"/><img alt="LinkedIn Ad Library with "Amazon" entered as the advertiser which shows the different ads they're running." data-original="https://static.semrush.com/blog/uploads/media/f8/c3/f8c380a778e7baecf8d6976436203730/cdebcf4b592d970f6326687c3b97ee82/original" height="1110" loading="lazy" src="https://static.semrush.com/blog/uploads/media/f8/c3/f8c380a778e7baecf8d6976436203730/cdebcf4b592d970f6326687c3b97ee82/AD_4nXe1Crj8yoDF38Q26l8ExMW-OImFd9SrKB_jD-5zePo3-XGWr2dqt-czPei0l35X2Yti8RkBWG8h9nmRqzuEtOtpLENAi36ryg6p9_SZXDadANZB-lGhjhJSH0cD2cNLpeyEH0r4CA" width="1010"/></picture></figure><p>If you’re running a keyword-focused campaign, conduct <a href="https://www.semrush.com/blog/ppc-keyword-research/" style="text-decoration:none">PPC keyword research</a> next. This helps your ads reach people actively searching for your offerings.</p><p>Do this with Semrush’s <a href="https://www.semrush.com/analytics/keywordmagic/" style="text-decoration:none">Keyword Magic Tool</a>. </p><p>Just open the tool and enter a single seed keyword (a broad term related to your intended ad campaign) in the bar. </p><p>Click “<strong>Search</strong>,” and the tool will generate potentially thousands of keyword suggestions for you to review.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/14/f7/14f7033a11228008ef2a9f13daf4b6ce/82cb627f60c0091ecce8c0f686fb8a18/AD_4nXeduCCzr9ckvjDOtLjtkV_sO94tsLGqcx5-Yxpvtkydsaf5udmYYcCw-rC4dn10wPvrYSEXJI6nn93RS2xiqjKmTAuZ-kigtiSpZNSS5AfbOLaYWNfKqERAacq7c-ZyQ76v-LSl.webp" type="image/webp"/><img alt="Keyword Magic Tool start with "gemstone earrings" entered and "Search" clicked." data-original="https://static.semrush.com/blog/uploads/media/14/f7/14f7033a11228008ef2a9f13daf4b6ce/82cb627f60c0091ecce8c0f686fb8a18/original" height="584" loading="lazy" src="https://static.semrush.com/blog/uploads/media/14/f7/14f7033a11228008ef2a9f13daf4b6ce/82cb627f60c0091ecce8c0f686fb8a18/AD_4nXeduCCzr9ckvjDOtLjtkV_sO94tsLGqcx5-Yxpvtkydsaf5udmYYcCw-rC4dn10wPvrYSEXJI6nn93RS2xiqjKmTAuZ-kigtiSpZNSS5AfbOLaYWNfKqERAacq7c-ZyQ76v-LSl" width="1010"/></picture></figure><p>Once your report is ready, you’ll see a list of keyword ideas. </p><p>To ensure you’re focused on terms that are best suited for PPC campaigns, click the “<strong>Intent</strong>” drop-down, check the boxes next to “Commercial” and “Transactional” (these represent terms that user search when they’re getting ready to make a purchase), and click “<strong>Apply</strong>.”</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/61/fa/61faad4dd7571a060b652333f1407b3a/8fd4e296175668af7b739f541f713f4b/AD_4nXfoGGe3xn3btxwAxLEEqw_biPANsYt4gHCCPI_Ovh8Qo2pcwMz0Wv5wB5CgQETZRctvTltrqlIvtIGqPtvkgfClpc9o9ESVeftUKVjZdS5mkAoZY6SLfXHlsnioTh31S3TbGPZX.webp" type="image/webp"/><img alt=""Commercial" and "Transactional" selected from the "Intent" drop-down and "Apply" clicked on the Keyword Magic Tool." data-original="https://static.semrush.com/blog/uploads/media/61/fa/61faad4dd7571a060b652333f1407b3a/8fd4e296175668af7b739f541f713f4b/original" height="954" loading="lazy" src="https://static.semrush.com/blog/uploads/media/61/fa/61faad4dd7571a060b652333f1407b3a/8fd4e296175668af7b739f541f713f4b/AD_4nXfoGGe3xn3btxwAxLEEqw_biPANsYt4gHCCPI_Ovh8Qo2pcwMz0Wv5wB5CgQETZRctvTltrqlIvtIGqPtvkgfClpc9o9ESVeftUKVjZdS5mkAoZY6SLfXHlsnioTh31S3TbGPZX" width="1010"/></picture></figure><p>Take a look at the narrowed list and consider these metrics:</p><ul> <li style="list-style-type:disc"><strong>Search volume</strong>: This is the average number of monthly searches a term gets. Aim for terms that get a decent volume (at least 100 searches per month).</li> <li style="list-style-type:disc"><strong>Competitive density</strong>: This is a number between 0 and 1 that shows how competitive a keyword is. Consider terms with lower scores to increase the chances of your ads appearing.</li> <li style="list-style-type:disc"><strong>CPC</strong>: This is the average amount advertisers pay for a click on ads targeting this term. Consider keywords with a lower CPC to maximize the number of clicks while staying within your budget. Choose higher CPC keywords if you think they have the potential to be valuable and high-performing.</li></ul><p>Use everything you learn during this stage to inform the rest of your campaign. </p><h3 id="3--set-a-budget-and-choose-a-bidding-strategy">3. Set a Budget and Choose a Bidding Strategy</h3><p>Your bidding strategy controls how much you pay for clicks, and it often depends on the goal you set for your campaign.</p><p>It’s common to use a CPC-focused bidding strategy, where you pay for each click to drive traffic to your intended destination. </p><p>But other common types are based on impressions and views (like cost per thousand impressions) or conversions (like cost per action).</p><p>Most platforms also offer both manual bidding (which lets you set specific bid amounts) and automated bidding (when the platform adjusts bids based on your goals).</p><p>Here’s what it can look like to set a bidding strategy using LinkedIn Ads:</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/2d/1b/2d1b277a3f5f166adb35e7416d1934ba/daee5e395f67441608357188e36a50c3/AD_4nXd2Rj1eUXORRi2mRkRxyWmpWTa28i5ZmEL1ZRRBX2L-EYh2wdVIRFkM4pl3zwsCLuGIFrNLDgSLh6j8AtMinP9lojEQ0S5-Shq0mwp6_BP4FwsZkRJsoTnX4dej38tmBHJ9yfqI.webp" type="image/webp"/><img alt="Bidding settings on LinkedIn Campaign Manager with "Manual bidding" selected and "$0.34" entered as the bid." data-original="https://static.semrush.com/blog/uploads/media/2d/1b/2d1b277a3f5f166adb35e7416d1934ba/daee5e395f67441608357188e36a50c3/original" height="1600" loading="lazy" src="https://static.semrush.com/blog/uploads/media/2d/1b/2d1b277a3f5f166adb35e7416d1934ba/daee5e395f67441608357188e36a50c3/AD_4nXd2Rj1eUXORRi2mRkRxyWmpWTa28i5ZmEL1ZRRBX2L-EYh2wdVIRFkM4pl3zwsCLuGIFrNLDgSLh6j8AtMinP9lojEQ0S5-Shq0mwp6_BP4FwsZkRJsoTnX4dej38tmBHJ9yfqI" width="1010"/></picture></figure><p>Once you’ve picked your bidding strategy, determine how much you're willing to spend on your campaign. </p><p>Some platforms like Google Ads and LinkedIn Ads automatically suggest an average daily budget based on your campaign settings.</p><p>But you can also set up a custom budget.</p><p>To calculate your daily budget, divide your total monthly advertising budget by 30.4—the average number of days in a month.</p><p>So, if your monthly budget is $1,000, your daily budget is $32.89. </p><h3 id="4--define-yourtarget-audience">4. Define YourTarget Audience </h3><p>Every advertising platform offers different targeting options to help you reach highly specific audiences to ensure the best results.</p><p>Some common targeting options include:</p><ul> <li style="list-style-type:disc"><strong>Demographics</strong>: Information about age, gender, location (which can be as broad as a country or as specific as a particular zip code), etc.</li> <li style="list-style-type:disc"><strong>Socioeconomics</strong>: Information about income, household size, education level, etc.</li> <li style="list-style-type:disc"><strong>Interests and behaviors</strong>: Information about hobbies, activities, purchasing behaviors, online interactions, etc.</li></ul><p>Depending on your platform, you can also create highly specific audiences with your own data. Or audiences that share characteristics with people in an existing list.</p><p>Here’s an example of adding location targeting on Google Ads:</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/d3/80/d380fe731e86d4ed3aacbf9dcc8f65f3/f0369ab222511202ed34a7d3a5f418a1/AD_4nXeV-mpzh_GzHyvJpMasZiS3fBnhFgI6DNsUg0nBjX9ixsd5NxxjqvIOiYNB-Qwf9-uz-KTO9atgESl0xYfoNoAQuOztaULttPTmCKe8sB6ePaS_ZZ6JO6QqS04Cq_tPmj9l9TkDAA.webp" type="image/webp"/><img alt="Location settings on Google Ads with options to choose a specific country, all countries and territories, or custom locations." data-original="https://static.semrush.com/blog/uploads/media/d3/80/d380fe731e86d4ed3aacbf9dcc8f65f3/f0369ab222511202ed34a7d3a5f418a1/original" height="755" loading="lazy" src="https://static.semrush.com/blog/uploads/media/d3/80/d380fe731e86d4ed3aacbf9dcc8f65f3/f0369ab222511202ed34a7d3a5f418a1/AD_4nXeV-mpzh_GzHyvJpMasZiS3fBnhFgI6DNsUg0nBjX9ixsd5NxxjqvIOiYNB-Qwf9-uz-KTO9atgESl0xYfoNoAQuOztaULttPTmCKe8sB6ePaS_ZZ6JO6QqS04Cq_tPmj9l9TkDAA" width="1010"/></picture></figure><p>If you aren’t sure who to focus your ads on, use <a href="https://www.semrush.com/analytics/one2target/" style="text-decoration:none">One2Target</a> to find out.</p><p>Open the tool, enter up to five competitors’ URLs, and click “<strong>Analyze</strong>.”</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/7b/ed/7beda693146c723dc4b677512ae5f5a2/40fca976c3d67f9b3077a8700bc4ee5b/AD_4nXeY4ItoDY68YRmSMmgqHT3iXZBBb6fqJddt_osr0832ZRpNbgKTIhX4I0wxX9ko0iOPqYmYIXZAavo5PG1FHoJnZ1NcF0bIolt1R2rap7hzWPySfmkHuzu7NI5th2u3fZ11iz-nMw.webp" type="image/webp"/><img alt="One2Target tool start with five competing domains entered and "Analyze" clicked." data-original="https://static.semrush.com/blog/uploads/media/7b/ed/7beda693146c723dc4b677512ae5f5a2/40fca976c3d67f9b3077a8700bc4ee5b/original" height="584" loading="lazy" src="https://static.semrush.com/blog/uploads/media/7b/ed/7beda693146c723dc4b677512ae5f5a2/40fca976c3d67f9b3077a8700bc4ee5b/AD_4nXeY4ItoDY68YRmSMmgqHT3iXZBBb6fqJddt_osr0832ZRpNbgKTIhX4I0wxX9ko0iOPqYmYIXZAavo5PG1FHoJnZ1NcF0bIolt1R2rap7hzWPySfmkHuzu7NI5th2u3fZ11iz-nMw" width="1010"/></picture></figure><p>Once your results are ready, you’ll see detailed information on your competitors’ collective audience. </p><p>For example, the “<strong>Socioeconomics</strong>” tab shows data points on your audience’s household size, income level, employment status, and education level. </p><p>You can use this information to tailor your ad messaging, targeting, and offers to better match the needs and preferences of your audience.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/6c/30/6c302852f188a8adec05fcf3cda9fdb7/74e2c927e0b674a32460cd1711a21aa0/AD_4nXdOypaYiY61BxXPbTzIUWzS4rIlHf3KhEj3O2DCONK0iEPjiPcSX5FHAeJYgVLhPORQtmBPWCNJGiVARj0efhc2Bzmm_zyMnTAZNbB5iRdO853oVWDOBXuX0SgUzyGZ82aDSDVi.webp" type="image/webp"/><img alt="Socioeconomics report on One2Target showing information on an audience’s household size, income level, employment status, etc." data-original="https://static.semrush.com/blog/uploads/media/6c/30/6c302852f188a8adec05fcf3cda9fdb7/74e2c927e0b674a32460cd1711a21aa0/original" height="1284" loading="lazy" src="https://static.semrush.com/blog/uploads/media/6c/30/6c302852f188a8adec05fcf3cda9fdb7/74e2c927e0b674a32460cd1711a21aa0/AD_4nXdOypaYiY61BxXPbTzIUWzS4rIlHf3KhEj3O2DCONK0iEPjiPcSX5FHAeJYgVLhPORQtmBPWCNJGiVARj0efhc2Bzmm_zyMnTAZNbB5iRdO853oVWDOBXuX0SgUzyGZ82aDSDVi" width="1010"/></picture></figure><h3 id="5--prepare-your-ad-creative">5. Prepare Your Ad Creative</h3><p>With your audience defined, it’s finally time to create your ad. </p><p>Depending on your platform and type of campaign, you might need to do the following:</p><h4 id="write-ad-copy">Write Ad Copy</h4><p>Ad copy should capture attention and spark interest—especially if you’re running text ads that have no visual component. </p><p>The exact style and format will vary based on your platform and campaign type. </p><p>For instance, social media ads may be brief and punchy given they have images and videos that can do a lot of the talking. But search ads often require more detail.</p><p>And search ads are typically made up of three main elements:</p><ul> <li style="list-style-type:disc"><strong>Display path</strong>: This is based on the page you’ll send people to after clicking your ad. You can modify how this looks to make it more approachable.</li> <li style="list-style-type:disc"><strong>Headline</strong>: This is the prominent blue text users typically see first, so make it attention-grabbing and relevant to the search query. Include your main keyword and focus on the value you offer.</li> <li style="list-style-type:disc"><strong>Description</strong>: This is the text under the headline that gives users more context about your product or service. Use this space to highlight unique features, address audience pain points, etc. And don’t forget to include a <a href="https://www.semrush.com/blog/what-is-a-call-to-action/" style="text-decoration:none">call to action</a> (CTA). </li></ul><p>Here’s how it might look like to write your ad copy on Google Ads:</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/cb/46/cb46009ed61878366854a20d3ececc3a/c4050aff51a21807bccc041b3450a31a/AD_4nXcWQWbMwCl4hZbwuJgzbiSKhEAYvAZFxBrYHy2WscYd4cW5AR5Zc6oTgU4K1lQpAOEpDJ7ja0crIT5L1RO7uIOk-Yp1TtBAlDDcbYs4t_s8kvxD3RPqOa-4Qe6eV7XOsj16BJ8rLA.webp" type="image/webp"/><img alt="Writing an ad copy on Google ads with an ad preview appearing on the left with the headline, description, and display path highlighted." data-original="https://static.semrush.com/blog/uploads/media/cb/46/cb46009ed61878366854a20d3ececc3a/c4050aff51a21807bccc041b3450a31a/original" height="908" loading="lazy" src="https://static.semrush.com/blog/uploads/media/cb/46/cb46009ed61878366854a20d3ececc3a/c4050aff51a21807bccc041b3450a31a/AD_4nXcWQWbMwCl4hZbwuJgzbiSKhEAYvAZFxBrYHy2WscYd4cW5AR5Zc6oTgU4K1lQpAOEpDJ7ja0crIT5L1RO7uIOk-Yp1TtBAlDDcbYs4t_s8kvxD3RPqOa-4Qe6eV7XOsj16BJ8rLA" width="1010"/></picture></figure><h4 id="optimize-and-upload-images">Optimize and Upload Images</h4><p>For some campaigns (like for display and social media ads), you need images that represent your product or service well.</p><p>Then, use tools like <a href="http://canva.com" style="text-decoration:none">Canva</a> or <a href="https://www.adobe.com/express/" style="text-decoration:none">Adobe Express</a> to edit and resize images to meet platform requirements.</p><p>For example, Meta recommends images be at least <a href="https://www.facebook.com/business/ads-guide/update/image/facebook-feed" style="text-decoration:none">1,080 x 1,350 pixels</a> for in-feed Facebook ads and at least <a href="https://www.facebook.com/business/ads-guide/update/image/instagram-feed" style="text-decoration:none">1,080 x 1,080 pixels</a> for in-feed Instagram ads.</p><p>Google Ads <a href="https://support.google.com/google-ads/answer/13676244?hl=en" style="text-decoration:none">recommends</a> 1,200 x 628 pixels for banner images in display campaigns.</p><p>Whichever platform you’re using, add images to the platform’s ad creation section and preview how they’ll appear.</p><p>Here’s what that looks like within Google Ads:</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/42/6a/426acee290d9b16d2085a7549e343d6a/5e45a52e23f1ff138b5ec7157c62c003/AD_4nXfL9QzvXcK2MTqq2NRk8P4POOQs9F8s5yY2KADDM0GPTTPHxsUeln_8xNSjdA5D4u-QzjXzuoJgxwouK23g3sP0QDqszAv3UQw6OeB1HvdO3mFCduezN0bt9jZqQp2Au7uNAv_IVA.webp" type="image/webp"/><img alt="Adding images for a Google display ad with the "Images" section and "Preview ads" button highlighted." data-original="https://static.semrush.com/blog/uploads/media/42/6a/426acee290d9b16d2085a7549e343d6a/5e45a52e23f1ff138b5ec7157c62c003/original" height="1265" loading="lazy" src="https://static.semrush.com/blog/uploads/media/42/6a/426acee290d9b16d2085a7549e343d6a/5e45a52e23f1ff138b5ec7157c62c003/AD_4nXfL9QzvXcK2MTqq2NRk8P4POOQs9F8s5yY2KADDM0GPTTPHxsUeln_8xNSjdA5D4u-QzjXzuoJgxwouK23g3sP0QDqszAv3UQw6OeB1HvdO3mFCduezN0bt9jZqQp2Au7uNAv_IVA" width="1010"/></picture></figure><h4 id="edit-and-upload-your-videos">Edit and Upload Your Videos</h4><p>A well-edited video can capture attention quickly and communicate your message effectively in just a few seconds.</p><p>Use editing software like <a href="http://capcut.com" style="text-decoration:none">CapCut</a> to trim footage, add captions, and ensure your video is high quality. </p><p>Once you’re ready, upload your video to your platform of choice.</p><p>If you’re running YouTube video ads through Google Ads, you can do this during setup:</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/0b/d1/0bd160aa195eaf28b57b4cb03fd5cf6e/4170781e1c17f794a471ddb16010c35e/AD_4nXcrKgBqfJThcwX_orucJzE7i13_z-JBNnyzbCiQR9MaRBGHsfbHCI3CpTT1dNhN7SqEiTXsVE7sS8pm_Mvu8emxWBEjFnLngwZ9whOWEokMsKdDZmGD_LQ1eDsP-eKv9-rVaENJ.webp" type="image/webp"/><img alt="Video ad settings on Google ads with a video selected via its URL from Youtube on the left and a preview of the ad on the right." data-original="https://static.semrush.com/blog/uploads/media/0b/d1/0bd160aa195eaf28b57b4cb03fd5cf6e/4170781e1c17f794a471ddb16010c35e/original" height="981" loading="lazy" src="https://static.semrush.com/blog/uploads/media/0b/d1/0bd160aa195eaf28b57b4cb03fd5cf6e/4170781e1c17f794a471ddb16010c35e/AD_4nXcrKgBqfJThcwX_orucJzE7i13_z-JBNnyzbCiQR9MaRBGHsfbHCI3CpTT1dNhN7SqEiTXsVE7sS8pm_Mvu8emxWBEjFnLngwZ9whOWEokMsKdDZmGD_LQ1eDsP-eKv9-rVaENJ" width="1010"/></picture></figure><p>Don’t forget to read your platform’s guidelines on length, quality, and aspect ratio.</p><h3 id="6--review-and-launch-your-campaign">6. Review and Launch Your Campaign</h3><p>The launch process will vary depending on the platform you’re using, but always make sure to give everything a final overview before you push your campaign live</p><p>For example, Google Ads includes a review stage that shows you an overview of the settings you’ve chosen and the ads you created. </p><p>On the right-hand side, Google will also show you a “Campaign optimization score.” Which gives you an idea of how well-optimized your ads are. Like this:</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/fe/1e/fe1e85bce4e60f5022821b7bd17d6296/09c66b5418c0cd99128eb914f5281fde/AD_4nXctoS0jgamChQKD4mE75h_2JA8hT67kwOIUKpTJxSkwiGvnQAgv5f8-cw0v7KdS51qNWutQj9UNr3-iO4ltKqW4D5s1FHhrtg4IdvobR6q_OjDT6FbUsD4X3buWycpOudVtvh2qhA.webp" type="image/webp"/><img alt="Campaign review page on Google ads showing an overview of the settings chosen with the campaign optimization score on the top-right highlighted." data-original="https://static.semrush.com/blog/uploads/media/fe/1e/fe1e85bce4e60f5022821b7bd17d6296/09c66b5418c0cd99128eb914f5281fde/original" height="712" loading="lazy" src="https://static.semrush.com/blog/uploads/media/fe/1e/fe1e85bce4e60f5022821b7bd17d6296/09c66b5418c0cd99128eb914f5281fde/AD_4nXctoS0jgamChQKD4mE75h_2JA8hT67kwOIUKpTJxSkwiGvnQAgv5f8-cw0v7KdS51qNWutQj9UNr3-iO4ltKqW4D5s1FHhrtg4IdvobR6q_OjDT6FbUsD4X3buWycpOudVtvh2qhA" width="1010"/></picture></figure><p>Double-check everything, including your campaign settings, keywords (if your campaign uses them), audience, and budget. </p><p>If everything’s in order, push your campaign live.</p><h3 id="7--manage-and-refine-your-campaign">7. Manage and Refine Your Campaign</h3><p>The key to a successful PPC campaign is ongoing management and optimization, so adjust as you gather more information.</p><p>Here are some tips to help you improve your PPC performance:</p><ul> <li style="list-style-type:disc"><strong>Experiment with bidding strategies</strong>: Test different bidding strategies to get the highest return on investment for your ad spend</li> <li style="list-style-type:disc"><strong>Optimize ad copy</strong>: Regularly update your ad copy to keep it fresh and relevant. Test different headlines and descriptions to find what works best.</li> <li style="list-style-type:disc"><strong>Use ad scheduling</strong>: Some PPC platforms let you adjust bids (or stop bidding altogether) based on the time of day. This helps avoid wasting budget on clicks that aren’t converting. For example, you can turn off ads overnight.</li> <li style="list-style-type:disc"><strong>Refine targeting</strong>: Review audience insights on your ad platform to identify trends in demographics, behaviors, and engagement rates. Adjust your targeting to reach the most relevant users.</li> <li style="list-style-type:disc"><strong>Regularly track results</strong>: The exact monitoring frequency depends on your goals and campaign. But track key metrics at least once per week.</li></ul><p>Once you have a good understanding of how your campaign is performing, you can start to make adjustments. </p><p>Let's say you notice that the 18-24 age group engages with your ads more than the intended 25-34 group. </p><p>In that case, you can shift your targeting to focus on younger audiences and adjust your messaging to better suit their interests.</p><p>Here’s what editing your targeting looks like in TikTok Ads:</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/53/6e/536e86ccab159b935751a824a47aa5bf/254d4e26e62f3e8538569674b90508d5/AD_4nXdFsIXyZ9Jg37aQwhfrLjOT4VtiI_TZ7nzmKTQ3qkv88w1ouYrhZAke9jBNyAl-Q1VBBuOLsyCq3H-SfufHOIEkZUY7TTdcnPvRzvqwJwfvk_Mi7sUZsta1DQrYVP6_VZZFNrVO.webp" type="image/webp"/><img alt=""Demographics" settings on TikTok Ads manager with "25-34" selected as the age for the target audience." data-original="https://static.semrush.com/blog/uploads/media/53/6e/536e86ccab159b935751a824a47aa5bf/254d4e26e62f3e8538569674b90508d5/original" height="1256" loading="lazy" src="https://static.semrush.com/blog/uploads/media/53/6e/536e86ccab159b935751a824a47aa5bf/254d4e26e62f3e8538569674b90508d5/AD_4nXdFsIXyZ9Jg37aQwhfrLjOT4VtiI_TZ7nzmKTQ3qkv88w1ouYrhZAke9jBNyAl-Q1VBBuOLsyCq3H-SfufHOIEkZUY7TTdcnPvRzvqwJwfvk_Mi7sUZsta1DQrYVP6_VZZFNrVO" width="1010"/></picture></figure><h2 id="track-your-ppc-campaign’s-performance">Track Your PPC Campaign’s Performance</h2><p>You now know the basics of running PPC ads, so you’re ready to start your first campaign. </p><p>If you’re running search ads on Google, Semrush can help you gather the insights you need for more effective ads. From the best keywords to the most engaged audience and even your competitors’ strategies.</p><p>Sign up for a <a href="https://www.semrush.com/signup/get-free-trial/" style="text-decoration:none">free Semrush trial</a> to get started.</p><div></div><p><em>This post was updated in 2024. Excerpts from the original article by </em><a href="https://www.semrush.com/blog/user/marilyn/" style="text-decoration:none"><em>Marilyn Wilkinson</em></a><em> may remain.</em></p></article><div class="sc-gKclnd gIVKXH sc-edERGn fvqybF"><span data-test="share-block-description" class="sc-kLwhqv bAMHOQ">Share</span><div data-test="share-block" class="sc-gKclnd jVrJcj"><div class="sc-giYglK fSiAZB"><a data-test="share-block-link-text-linkedin" class="sc-gsDKAQ iavqdd SLink sc-ezbkAF dnAKzL" href="https://linkedin.com/sharing/share-offsite?url=https%3A%2F%2Fwww.semrush.com%2Fblog%2Fwhat-is-ppc%2F%3Futm_source%3Dlinkedin%26utm_medium%3Dblogshare%26utm_campaign%3Dsocialsharing" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-linkedin-icon" viewBox="0 0 24 24" width="24" height="24" class="sc-bdvvtL dHnzHm"><use xlink:href="#linkedin-icon"></use></svg></a><a data-test="share-block-link-text-twitter" class="sc-gsDKAQ iavqdd SLink sc-ezbkAF dnAKzL" href="https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.semrush.com%2Fblog%2Fwhat-is-ppc%2F%3Futm_source%3Dtwitter%26utm_medium%3Dblogshare%26utm_campaign%3Dsocialsharing&text=Check+out+this+article+by+%40semrush%3A+%22What+Is+PPC%3F+A+Starter+Guide+to+Pay-Per-Click+Marketing%22+%23SemrushInsights" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-twitter-icon" viewBox="0 0 24 24" width="24" height="24" class="sc-bdvvtL dHnzHm"><use xlink:href="#twitter-icon"></use></svg></a><a data-test="share-block-link-text-facebook" class="sc-gsDKAQ iavqdd SLink sc-ezbkAF dnAKzL" href="https://facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.semrush.com%2Fblog%2Fwhat-is-ppc%2F%3Futm_medium%3Dblogsharefacebook%26utm_campaign%3Dsocialsharing" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-facebook-icon" viewBox="0 0 24 24" width="24" height="24" class="sc-bdvvtL dHnzHm"><use xlink:href="#facebook-icon"></use></svg></a><a data-test="share-block-link-text-mail" class="sc-gsDKAQ iavqdd SLink sc-ezbkAF dnAKzL" href="mailto:?body=What Is PPC? A Starter Guide to Pay-Per-Click Marketing%0D%0Ahttps://www.semrush.com/blog/what-is-ppc/?utm_source=socialsharing_email&utm_medium=blogshare&utm_campaign=socialsharing" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-mail-icon" viewBox="0 0 24 24" width="24" height="24" class="sc-bdvvtL dHnzHm"><use xlink:href="#mail-icon"></use></svg></a></div></div></div></div><div class="sc-gKclnd kcZgbH right-article-section"><section class="sc-hkgtus cZJvJx"></section></div></div></div><div data-test="container" class="sc-gKclnd fYleTp"><div class="sc-gKclnd eYTkOv"><div data-test="wrapper-for-author-bio" class="sc-gKclnd hrZfTH"></div><div data-test="wrapper-for-subscription" class="sc-gKclnd hrZfTH"></div></div></div><div data-test="wrapper-for-more-on-this" class="sc-gKclnd hrZfTH"></div><div data-test="wrapper-for-trial" class="sc-gKclnd hrZfTH"></div></main><div data-test="wrapper-for-footer" class="sc-gKclnd hrZfTH"></div></div></div><script id="__NEXT_DATA__" type="application/json">{"props":{"pageProps":{"canonicalSubdomain":"www","locale":"en","breakpoint":{"isPhone":false,"isTablet":false,"isDesktop":true},"page":{"id":3968,"status":"published","url":"what-is-ppc","template":"article-base","title":"What Is PPC? A Starter Guide to Pay-Per-Click Marketing","preview":"PPC stands for pay-per-click, a digital advertising model where you pay each time your ads are clicked.","previewImage":"https://static.semrush.com/blog/uploads/media/37/00/3700904d866024b421a4d836d31d76bf/what-is-ppc.svg","socialImage":"https://static.semrush.com/blog/uploads/media/01/0e/010e110235107e0c106df689f0f1a6e1/23c48560b73de6887f6a11b508c772d2/what-is-ppc-sm.png","extraImage":"https://static.semrush.com/blog/uploads/media/37/00/3700904d866024b421a4d836d31d76bf/extra.png","altPreviewImage":"What is PPC","altSocialImage":"What is PPC","hidePreviewImage":0,"publishedAt":1595847600000,"editedAt":1731504240000,"metaTitle":"What Is PPC? A Starter Guide to Pay-Per-Click Marketing","metaDescription":"PPC stands for pay-per-click, a digital advertising model where you pay each time your ads are clicked.","schemaOrg":"{}","author":{"id":198871665,"alias":"hava-salsi","name":"Hava Salsi","photo":"https://static.semrush.com/blog/uploads/user/0c/7d/0c7d0029a6faebec7dfbdb51b50f3dd9/81ddece19cedb89ea41a393d53e824e1.png","photoMask":"star","company":"Semrush","position":"Freelance Senior Content Writer","bio":"Hava Salsi is a Swiss-based content writer specializing in B2B SaaS, HR, and tech. With over 5 years of experience working with startups and businesses around the world, she produces engaging, user-centric content that ranks highly and drives conversions.","socials":{"webSite":"https://www.semrush.com","twitter":"","facebook":"","instagram":"","linkedin":"https://www.linkedin.com/in/havasalsi/"},"isPublic":true,"expertise":["content writing","social media management","technical seo","on-page seo"],"education":[{"establishment":"Franklin University Switzerland","degree":"BA in History","link":"https://www.fus.edu/"}]},"blocks":{"articleContent":{"code":"article-content","itemId":29365,"enabled":true,"value":[]}},"critical":{"article-content":{"id":29365,"content":"\u003ch2\u003eWhat Is PPC?\u003c/h2\u003e\u003cp\u003ePay-per-click (PPC) marketing is a type of \u003ca href=\"https://www.semrush.com/blog/what-is-digital-advertising/\" style=\"text-decoration:none\"\u003edigital advertising\u003c/a\u003e that involves paying a fee each time someone clicks on your ads. \u003c/p\u003e\u003cp\u003eThis means PPC is typically more cost-effective compared to advertising models that involve paying based on views or impressions that might not lead to any interactions.\u003c/p\u003e\u003cp\u003eDepending on your advertising platform, PPC ads can appear in the following places:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eSearch engines like Google and Bing\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eSocial media platforms like Facebook, Instagram, LinkedIn, and TikTok\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eBanners on websites\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eVideos on YouTube\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eMarketplaces like Amazon and Etsy\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eIf you run PPC search ads for cat food, your ad might appear on Google’s search engine results pages (\u003ca href=\"https://www.semrush.com/blog/serp/\" style=\"text-decoration:none\"\u003eSERPs\u003c/a\u003e) like this: \u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/20/03/2003ccb9fc4ee1bbbd399d8ddf426ceb/5821a24e5e9b24fc74124d01a669df7c/AD_4nXdwmNZb0PKAA-elG3DM7VgIzLHffzSvEtk38zJAJ1gK_cKWfpVawwelrjsgmo1vkmakwN_-unqTDaVxcxE2dmvVoHJN8ehcTifY042NzaUdysz8mWERAXunft8St0CJb5KSxsL_qg.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='Google SERP with the term \"cat food\" entered and the sponsored shopping ads at the top highlighted.' data-original=\"https://static.semrush.com/blog/uploads/media/20/03/2003ccb9fc4ee1bbbd399d8ddf426ceb/5821a24e5e9b24fc74124d01a669df7c/original\" height=\"868\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/20/03/2003ccb9fc4ee1bbbd399d8ddf426ceb/5821a24e5e9b24fc74124d01a669df7c/AD_4nXdwmNZb0PKAA-elG3DM7VgIzLHffzSvEtk38zJAJ1gK_cKWfpVawwelrjsgmo1vkmakwN_-unqTDaVxcxE2dmvVoHJN8ehcTifY042NzaUdysz8mWERAXunft8St0CJb5KSxsL_qg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eIf you set a budget of $1 per click and 100 people click on your ad, you’ll pay $100.\u003c/p\u003e\u003ch3\u003ePPC vs. SEO vs. SEM\u003c/h3\u003e\u003cp\u003e\u003cstrong\u003ePPC\u003c/strong\u003e is a type of advertising that involves paying for each click on your ads and is most commonly associated with ads that appear in search engines.\u003c/p\u003e\u003cp\u003e\u003cstrong\u003eSearch engine optimization (SEO)\u003c/strong\u003e is a practice that involves making improvements to increase your site’s visibility in search engines’ organic (unpaid) results.\u003c/p\u003e\u003cp\u003eThey both fall under the umbrella of \u003ca href=\"https://www.semrush.com/blog/search-engine-marketing/\" style=\"text-decoration:none\"\u003e\u003cstrong\u003esearch engine marketing\u003c/strong\u003e\u003c/a\u003e\u003cstrong\u003e (SEM)\u003c/strong\u003e,assuming you’re talking about PPC search ads. \u003c/p\u003e\u003cp\u003eBut there are some major differences between \u003ca href=\"https://www.semrush.com/blog/seo-vs-ppc/\" style=\"text-decoration:none\"\u003eSEO and PPC\u003c/a\u003e. Like:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eThe time it takes to see results\u003c/strong\u003e: With PPC, your ads appear once the campaign is live. But SEO takes time to build up organic rankings and achieve long-term visibility.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eThe goal\u003c/strong\u003e: PPC is effective for quick, short-term results. And SEO is geared toward sustainable, long-term traffic.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eYour targeting options\u003c/strong\u003e: PPC allows specific audience targeting (like based on search terms, audience demographics, and audience online behaviors). But SEO doesn’t target users directly beyond keywords.\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eGenerally, businesses see the best results when they \u003ca href=\"https://www.semrush.com/blog/ppc-and-seo-working-together/\" style=\"text-decoration:none\"\u003ealign SEO and PPC\u003c/a\u003e in their marketing strategies. \u003c/p\u003e\u003ch2\u003eWhy Is PPC Important?\u003c/h2\u003e\u003cp\u003eThe main benefits of PPC ads are that they:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eOffer specific targeting\u003c/strong\u003e: PPC lets you reach highly specific audiences through targeting based on demographics, keywords (usually), and behavior. You can even target users who previously visited your site or interacted with you on social media.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eCan deliver fast results\u003c/strong\u003e: With PPC, you can start driving traffic soon after you start your campaign\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eAre generally cost-effective\u003c/strong\u003e: With PPC, you only pay for interested users who take action by clicking. You can also control your budget and determine your \u003ca href=\"https://www.semrush.com/blog/cost-per-click/\" style=\"text-decoration:none\"\u003ecost per click\u003c/a\u003e (CPC) in advance.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eAre easy to measure and track\u003c/strong\u003e: Ad platforms allow you to easily \u003ca href=\"https://www.semrush.com/blog/how-to-optimize-a-remarketing-campaign-that-delivers/\" style=\"text-decoration:none\"\u003etrack PPC metrics\u003c/a\u003e. Like how many people clicked on your ads and what they did from there.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eAllow for easy management\u003c/strong\u003e: Changing your CPC, strategy, and other elements is simple when you \u003ca href=\"https://www.semrush.com/blog/ppc-management/\" style=\"text-decoration:none\"\u003emanage a PPC campaign\u003c/a\u003e through an ad platform. For example, you can boost the budget of ads that are performing well.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eCan boost brand awareness\u003c/strong\u003e: Even when users don’t click on your ads, they can still see your brand and message. And they may be more likely to engage with you later on.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eOften complement SEO\u003c/strong\u003e: Search engine PPC ads work well alongside SEO by letting you occupy more screen space in search engine results. Which is likely to drive more traffic and sales overall. \u003c/li\u003e\u003c/ul\u003e\u003ch2\u003eHow Does PPC Work?\u003c/h2\u003e\u003cp\u003ePay-per-click advertising uses a pretty straightforward process:\u003c/p\u003e\u003col\u003e \u003cli style=\"list-style-type:decimal\"\u003eSign up for an advertising account with a platform you want to run ads on. Like Google Ads or Meta Ads Manager.\u003c/li\u003e \u003cli style=\"list-style-type:decimal\"\u003eSet your overall budget and how much you’re willing to pay for each click\u003c/li\u003e \u003cli style=\"list-style-type:decimal\"\u003eCreate your \u003ca href=\"https://www.semrush.com/blog/what-is-ad-copy/\" style=\"text-decoration:none\"\u003ead copy\u003c/a\u003e and include visual assets like images/videos as applicable\u003c/li\u003e \u003cli style=\"list-style-type:decimal\"\u003eSend your ad into an auction with other advertisers who are bidding on the same keywords or targeting criteria\u003c/li\u003e \u003cli style=\"list-style-type:decimal\"\u003eWait for the auction to determine whose ads will be shown—and where\u003c/li\u003e \u003cli style=\"list-style-type:decimal\"\u003ePay whenever someone clicks your ad\u003c/li\u003e\u003c/ol\u003e\u003cp\u003eThe exact process depends on your platform and ad format. But the main principles remain.\u003c/p\u003e\u003ch2\u003e5 Types of PPC Ads\u003c/h2\u003e\u003cp\u003eWhen you run a PPC campaign, you have a wide choice of different ad formats that can vary by platform, including:\u003c/p\u003e\u003ch3\u003eSearch Ads\u003c/h3\u003e\u003cp\u003eSearch ads are text-based ads that appear in search engines like Google and Bing when users enter a query. \u003c/p\u003e\u003cp\u003eThese ads usually show at the top or bottom of the SERP and are labeled as “Sponsored” or “Ad.” \u003c/p\u003e\u003cp\u003eFor example, here’s an ad that appears for the search term “best project management platform”:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/8a/f0/8af06336ffae287ab1242870daec2360/2d6d7db2ca0c962ae32ac9467efe4f2f/AD_4nXfCZUVL_FzYj7MTcKIFQliVt1A1aXl3MLZP4U3XOlLfEexss4GtQTtvavxRfpCnz9hCXEdj8xNnZivyjptgT7zhgioyAGbEU_tODSJMz2A5LX4FRSwyurBurblG00mNaIIxwLXiKw.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='Google search ad for the term \"best project management platform\" with the \"Sponsored\" tag highlighted.' data-original=\"https://static.semrush.com/blog/uploads/media/8a/f0/8af06336ffae287ab1242870daec2360/2d6d7db2ca0c962ae32ac9467efe4f2f/original\" height=\"816\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/8a/f0/8af06336ffae287ab1242870daec2360/2d6d7db2ca0c962ae32ac9467efe4f2f/AD_4nXfCZUVL_FzYj7MTcKIFQliVt1A1aXl3MLZP4U3XOlLfEexss4GtQTtvavxRfpCnz9hCXEdj8xNnZivyjptgT7zhgioyAGbEU_tODSJMz2A5LX4FRSwyurBurblG00mNaIIxwLXiKw\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eSearch ads provide immediate visibility among users actively searching for products or services related to your business. \u003c/p\u003e\u003ch3\u003eDisplay Ads\u003c/h3\u003e\u003cp\u003e\u003ca href=\"https://www.semrush.com/blog/display-ads/\" style=\"text-decoration:none\"\u003eDisplay ads\u003c/a\u003e are most commonly run through Google Ads and are banner- or image-based ads that appear across a wide range of websites within the \u003ca href=\"https://www.semrush.com/blog/google-display-network/\" style=\"text-decoration:none\"\u003eGoogle Display Network\u003c/a\u003e (GDN) and other partner sites/apps. \u003c/p\u003e\u003cp\u003eThey’re shown based on users’ browsing behavior, interests, and other targeting criteria the advertiser selected.\u003c/p\u003e\u003cp\u003eHere’s an example of a display ad on Forbes:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/bc/76/bc76aebcbae47cb8d36d793c2e35e899/81eb4ab584ed82ec97b3e65248366ac1/AD_4nXcz__Xpqyxny2voTz4__SQKewc4vMi2DkWakK76yV3DQB0iZhD3DxVsJWcwAwrg3bOsuNsMi8p0w0W0pt9bxvKF1jW6wk_HSfT6v1uuiWM_azZJlsE45aoerkXD0u8OO45_YdER9g.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='Google display ad by Semrush appearing on the Forbes website with the \"Promoted\" tag highlighted.' data-original=\"https://static.semrush.com/blog/uploads/media/bc/76/bc76aebcbae47cb8d36d793c2e35e899/81eb4ab584ed82ec97b3e65248366ac1/original\" height=\"1448\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/bc/76/bc76aebcbae47cb8d36d793c2e35e899/81eb4ab584ed82ec97b3e65248366ac1/AD_4nXcz__Xpqyxny2voTz4__SQKewc4vMi2DkWakK76yV3DQB0iZhD3DxVsJWcwAwrg3bOsuNsMi8p0w0W0pt9bxvKF1jW6wk_HSfT6v1uuiWM_azZJlsE45aoerkXD0u8OO45_YdER9g\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eDisplay ads are particularly good for increasing brand awareness.\u003c/p\u003e\u003ch3\u003eVideo Ads\u003c/h3\u003e\u003cp\u003eVideo ads appear across the web and platforms like YouTube, LinkedIn, and Instagram. \u003c/p\u003e\u003cp\u003eHere’s an example of a video ad on LinkedIn:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/33/5d/335dad6af12cfd68e345de24a008fa16/2cae7e5eb13e242ae25ecb6d9a2e04e6/AD_4nXdJtBu-zyB59crimbcRNO0x2gTVT-v3s6qjqbmQL2Cs1rPPoeiJ_jB4c1h64bUhSkvgIIKPrlHKzAi45tNuknoRjT_DYiTamMRc4FCkwsL_ciVpMBjlq1Gk81tV3xnB2RHRSrY1Zw.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='Video ad on LinkedIn by Donorbox with the \"Promoted\" tag highlighted.' data-original=\"https://static.semrush.com/blog/uploads/media/33/5d/335dad6af12cfd68e345de24a008fa16/2cae7e5eb13e242ae25ecb6d9a2e04e6/original\" height=\"1446\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/33/5d/335dad6af12cfd68e345de24a008fa16/2cae7e5eb13e242ae25ecb6d9a2e04e6/AD_4nXdJtBu-zyB59crimbcRNO0x2gTVT-v3s6qjqbmQL2Cs1rPPoeiJ_jB4c1h64bUhSkvgIIKPrlHKzAi45tNuknoRjT_DYiTamMRc4FCkwsL_ciVpMBjlq1Gk81tV3xnB2RHRSrY1Zw\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eVideo ads are particularly effective for telling a story or delivering more complex messages in an engaging format.\u003c/p\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eFurther reading\u003c/strong\u003e\u003c/em\u003e\u003cem\u003e: \u003c/em\u003e\u003ca href=\"https://www.semrush.com/blog/youtube-ad-targeting/\" style=\"text-decoration:none\"\u003e\u003cem\u003eThe Ultimate Beginner‘s Guide to YouTube Ad Targeting\u003c/em\u003e\u003c/a\u003e\u003c/p\u003e\u003ch3\u003eRetargeting Ads\u003c/h3\u003e\u003cp\u003e\u003ca href=\"https://www.semrush.com/blog/retargeting/\" style=\"text-decoration:none\"\u003eRetargeting ads\u003c/a\u003e (Google calls them remarketing ads) are delivered to users who previously visited your website or interacted with your content but didn’t complete a desired action (like making a purchase). \u003c/p\u003e\u003cp\u003eHere’s a visual representation of how retargeting ads work:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/f5/be/f5be58762c0905e6a515aec4e84626a3/72706b316d20cb01a8acb71395035c96/AD_4nXfojOKtJaWfF0fDI22iFQYsEu6djzYNp1VlwiYcEYZtuteoBeg6YEssrQPaMiDBKF9sg4XgI0ApjQJEK_mJ2Pu4gj4PbkCWHUZ-SCwpPhKjBW9GSWhLfWvfZLoghuONeBfellTYKA.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"A visual representation of how retargeting ads work in five steps from a user's first visit upto returning back to the site via an ad and converting.\" data-original=\"https://static.semrush.com/blog/uploads/media/f5/be/f5be58762c0905e6a515aec4e84626a3/72706b316d20cb01a8acb71395035c96/original\" height=\"1123\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/f5/be/f5be58762c0905e6a515aec4e84626a3/72706b316d20cb01a8acb71395035c96/AD_4nXfojOKtJaWfF0fDI22iFQYsEu6djzYNp1VlwiYcEYZtuteoBeg6YEssrQPaMiDBKF9sg4XgI0ApjQJEK_mJ2Pu4gj4PbkCWHUZ-SCwpPhKjBW9GSWhLfWvfZLoghuONeBfellTYKA\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eIf someone visited your online store, added a pair of shoes to their cart, but left without completing the purchase, you can use remarketing ads to show those same shoes to them via a PPC ad.\u003c/p\u003e\u003cp\u003eHere’s an example of how lifestyle accessories brand DailyObjects retargets users on Instagram:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/b0/46/b04683f981674984482dee38d553dd7b/9fdd8e57b4a4b6142ddcca7b0b22c7bc/AD_4nXd-Tb3ztmdZAkkutN8uKooa5ePb_X3SyUa_tTW5uglHbJvqpSpgreCaeqv72OOCgRxugQiLxDAZ1NPNctejYOInEUKLjLTCYuH8C1EBkOdOvEh3MPFaBUyK0eJqduKMWWmWkiSi.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='A retargeting ad by DailyObjects on Instagram with the \"Sponsored\" tag highlighted.' data-original=\"https://static.semrush.com/blog/uploads/media/b0/46/b04683f981674984482dee38d553dd7b/9fdd8e57b4a4b6142ddcca7b0b22c7bc/original\" height=\"1544\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/b0/46/b04683f981674984482dee38d553dd7b/9fdd8e57b4a4b6142ddcca7b0b22c7bc/AD_4nXd-Tb3ztmdZAkkutN8uKooa5ePb_X3SyUa_tTW5uglHbJvqpSpgreCaeqv72OOCgRxugQiLxDAZ1NPNctejYOInEUKLjLTCYuH8C1EBkOdOvEh3MPFaBUyK0eJqduKMWWmWkiSi\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eRetargeting ads are great for encouraging repeat visits/interactions and increasing conversions.\u003c/p\u003e\u003ch3\u003eShopping Ads\u003c/h3\u003e\u003cp\u003e\u003ca href=\"https://www.semrush.com/blog/google-shopping-ads/\" style=\"text-decoration:none\"\u003eShopping ads\u003c/a\u003e are visually rich product ads that appear in search results and Google’s Shopping tab. \u003c/p\u003e\u003cp\u003eFor example, here’s what users might see if they search for standing desks: \u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/db/b1/dbb189f027371cb70d30f0ffaa18a155/a68cfaee89b4b73f835e184a9f2ff370/AD_4nXfB4CQcBnU7HGIgy2JAEhDk6iL2MgM2VmtsNbZCSha1s2JA-0FIJHBHFdIF-tdaPBc_YUjmgzwbitHkhmAPZzP5Lft3lVk3nYCfN-DVePKSvjEJUOgTOdXSikMLJCDkQOYuxnAq_Q.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='Google SERP with the term \"standing desks\" entered and the sponsored shopping ads at the top highlighted.' data-original=\"https://static.semrush.com/blog/uploads/media/db/b1/dbb189f027371cb70d30f0ffaa18a155/a68cfaee89b4b73f835e184a9f2ff370/original\" height=\"785\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/db/b1/dbb189f027371cb70d30f0ffaa18a155/a68cfaee89b4b73f835e184a9f2ff370/AD_4nXfB4CQcBnU7HGIgy2JAEhDk6iL2MgM2VmtsNbZCSha1s2JA-0FIJHBHFdIF-tdaPBc_YUjmgzwbitHkhmAPZzP5Lft3lVk3nYCfN-DVePKSvjEJUOgTOdXSikMLJCDkQOYuxnAq_Q\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eShopping ads are particularly effective for ecommerce businesses because they target people who are actively looking for specific products.\u003c/p\u003e\u003ch2\u003e5 PPC Advertising Platforms \u003c/h2\u003e\u003cp\u003eHere are some of the most well-known PPC platforms:\u003c/p\u003e\u003ch3\u003eGoogle Ads\u003c/h3\u003e\u003cp\u003e\u003ca href=\"https://www.semrush.com/blog/google-advertising/\" style=\"text-decoration:none\"\u003eGoogle Ads\u003c/a\u003e is the largest PPC platform (their \u003ca href=\"https://www.statista.com/statistics/290629/digital-ad-revenue-share-of-major-ad-selling-companies-worldwide/\" style=\"text-decoration:none\"\u003emarket share is 39%\u003c/a\u003e) and allows you to run ads across the entire Google Network, which includes:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eGoogle’s search results pages\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eGoogle-owned platforms like YouTube and Google Maps\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003ca href=\"https://support.google.com/google-ads/answer/2404190\" style=\"text-decoration:none\"\u003eThirty-five million\u003c/a\u003e third-party websites and apps that make up the \u003ca href=\"https://www.semrush.com/blog/google-display-network/\" style=\"text-decoration:none\"\u003eGoogle Display Network\u003c/a\u003e (GDN)\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eThere are six types of \u003ca href=\"https://www.semrush.com/blog/google-ads-campaigns/\" style=\"text-decoration:none\"\u003eGoogle Ads campaigns\u003c/a\u003e you can choose from, including search, display, shopping, and video.\u003c/p\u003e\u003cp\u003eGoogle Ads lets you reach those most likely to convert by bidding on specific keywords, ensuring your ads appear in relevant search results. \u003c/p\u003e\u003cp\u003eAdditionally, you can target \u003ca href=\"https://www.semrush.com/blog/audience-segments/\" style=\"text-decoration:none\"\u003eaudience segments\u003c/a\u003e—groups of people with specific characteristics or behaviors in common—to further refine who sees your ads.\u003c/p\u003e\u003ch3\u003eMeta Ads\u003c/h3\u003e\u003cp\u003eMeta Ads Manager allows you to run PPC ads on both Facebook and Instagram.\u003c/p\u003e\u003cp\u003eHere’s an example of an ad on Facebook:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/fb/9e/fb9e4a922de2d5134851af8776fb0ca0/053c386019ecc68e93311c865193f61d/AD_4nXcBoQOOG4WRfG_CUUjOHjs5KFGikxR34uG5GrocKQCZqvc7A_j-BefkxZj0P_m-vMcak7c9hdNjNVM4uQf520lwPR9y6ITdMpNoZtuIe2xUvU50MchNccgYukkbfKNTDaDg2_9R.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='Facebook ad by Qatar Airways with the \"Sponsored\" tag highlighted.' data-original=\"https://static.semrush.com/blog/uploads/media/fb/9e/fb9e4a922de2d5134851af8776fb0ca0/053c386019ecc68e93311c865193f61d/original\" height=\"1201\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/fb/9e/fb9e4a922de2d5134851af8776fb0ca0/053c386019ecc68e93311c865193f61d/AD_4nXcBoQOOG4WRfG_CUUjOHjs5KFGikxR34uG5GrocKQCZqvc7A_j-BefkxZj0P_m-vMcak7c9hdNjNVM4uQf520lwPR9y6ITdMpNoZtuIe2xUvU50MchNccgYukkbfKNTDaDg2_9R\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eYou can tell this is a \u003ca href=\"https://www.semrush.com/blog/paid-social/\" style=\"text-decoration:none\"\u003epaid social\u003c/a\u003e ad because it says “Sponsored” in the top left corner. \u003c/p\u003e\u003cp\u003eWith Meta Ads Manager, you can create ads in a variety of formats including image, video, and carousel (swipe through multiple images or videos within one ad).\u003c/p\u003e\u003cp\u003eMeta offers very specific targeting options based on demographics and interests, which enables brands to tap into a pool of likely customers.\u003c/p\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eFurther reading\u003c/strong\u003e\u003c/em\u003e\u003cem\u003e: \u003c/em\u003e\u003ca href=\"https://www.semrush.com/blog/facebook-advertising/\" style=\"text-decoration:none\"\u003e\u003cem\u003eFacebook Advertising: How to Run Campaigns on Facebook\u003c/em\u003e\u003c/a\u003e\u003c/p\u003e\u003ch3\u003eTikTok Ads \u003c/h3\u003e\u003cp\u003eTikTok allows you to run short-form video advertisements on the platform. \u003c/p\u003e\u003cp\u003eHere’s an example of what a TikTok ad looks like:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/25/a9/25a91bbc4f866338f0d31de0f004245c/b93bea2907036db6572db9cf65a18b93/AD_4nXeNmUJLaLNtANUoQ-X7F4g3cStB752k2cvcWQrsFc3myNqh-ctmnHpJfm9RIb7Jx148e-B88DsHgSqDF_FDa40jAPdg47hnhw7MdXfnKzSm4DmOzZuFjbZlF17YkPV-2NICGtl4.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='TikTok ad by 7th avenue appearing on the \"For You\" page with the \"Sponsored\" tag highlighted.' data-original=\"https://static.semrush.com/blog/uploads/media/25/a9/25a91bbc4f866338f0d31de0f004245c/b93bea2907036db6572db9cf65a18b93/original\" height=\"1418\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/25/a9/25a91bbc4f866338f0d31de0f004245c/b93bea2907036db6572db9cf65a18b93/AD_4nXeNmUJLaLNtANUoQ-X7F4g3cStB752k2cvcWQrsFc3myNqh-ctmnHpJfm9RIb7Jx148e-B88DsHgSqDF_FDa40jAPdg47hnhw7MdXfnKzSm4DmOzZuFjbZlF17YkPV-2NICGtl4\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eAdvertising options include in-feed ads (ads that appear in users’ feeds as they’re scrolling) and TopView ads (full-screen ads that appear as soon as a user opens the TikTok app).\u003c/p\u003e\u003cp\u003eTikTok is particularly popular among \u003ca href=\"https://www.statista.com/statistics/1299771/tiktok-global-user-age-distribution/\" style=\"text-decoration:none\"\u003eyounger audiences\u003c/a\u003e, making it an ideal platform for brands looking to engage with Gen Z and millennial users through creative and engaging content.\u003c/p\u003e\u003ch3\u003eMicrosoft Ads\u003c/h3\u003e\u003cp\u003eMicrosoft Ads enables you to extend your search engine reach beyond Google by displaying ads across the Microsoft Advertising Network, which includes:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eBing, Yahoo, and MSN search engine results \u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eMicrosoft-owned properties like Outlook and Microsoft 365\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eBing and Yahoo search partners like Ask.com and Forbes \u003c/li\u003e\u003c/ul\u003e\u003cp\u003eHere’s an example of a shopping ad on Bing:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/e6/65/e665c80af86f223f072618ce69453b42/401a4d7bf96445a172f250b79c3a79c5/AD_4nXfI4kFt7p711j0wEP3oXk7QEeNT8oe_EXRUVjCO_nsHNTi2IzXnlr31EeIAeREnKWxV6o1zI9eyc9LreAxmxpwQk48ITLHAzBQNNkeyt51cniuoPgC0DY4_DWZchmsjayVb6GVE.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='Bing SERP with the term \"gaming computer\" entered and the shopping results at the top highlighted.' data-original=\"https://static.semrush.com/blog/uploads/media/e6/65/e665c80af86f223f072618ce69453b42/401a4d7bf96445a172f250b79c3a79c5/original\" height=\"1600\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/e6/65/e665c80af86f223f072618ce69453b42/401a4d7bf96445a172f250b79c3a79c5/AD_4nXfI4kFt7p711j0wEP3oXk7QEeNT8oe_EXRUVjCO_nsHNTi2IzXnlr31EeIAeREnKWxV6o1zI9eyc9LreAxmxpwQk48ITLHAzBQNNkeyt51cniuoPgC0DY4_DWZchmsjayVb6GVE\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eSome ad types you can run on Microsoft Ads include search, display, video, and shopping.\u003c/p\u003e\u003ch3\u003eLinkedIn Ads\u003c/h3\u003e\u003cp\u003eWith \u003ca href=\"https://www.semrush.com/blog/linkedin-ads/\" style=\"text-decoration:none\"\u003eLinkedIn Ads\u003c/a\u003e, you can reach over \u003ca href=\"https://business.linkedin.com/marketing-solutions/ads\" style=\"text-decoration:none\"\u003e1 billion\u003c/a\u003e active professionals on the largest social media platform for professional networking. \u003c/p\u003e\u003cp\u003eHere’s an example of an ad on LinkedIn:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/a4/90/a490fe599844d57519a499663c8d40cc/194642df9e5cd852083ec81319032868/AD_4nXc9JHhc0ejUC9LAbGdA_QYDWxeNXHzjdR5X3-U3N25WnAHf9l6mjZuBuPDxyrs7iyP-NWhQ_VbSfaGoGCRlfyaYQBf-dqTW6ueT8Lkct5N_JCYrEmfp3CGyOw03MZImrW5WCUwoUg.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='LinkedIn ad by Atlassian with the \"Promoted\" tag highlighted.' data-original=\"https://static.semrush.com/blog/uploads/media/a4/90/a490fe599844d57519a499663c8d40cc/194642df9e5cd852083ec81319032868/original\" height=\"1284\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/a4/90/a490fe599844d57519a499663c8d40cc/194642df9e5cd852083ec81319032868/AD_4nXc9JHhc0ejUC9LAbGdA_QYDWxeNXHzjdR5X3-U3N25WnAHf9l6mjZuBuPDxyrs7iyP-NWhQ_VbSfaGoGCRlfyaYQBf-dqTW6ueT8Lkct5N_JCYrEmfp3CGyOw03MZImrW5WCUwoUg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eWith LinkedIn, you can run a variety of ad types like text ads, sponsored messaging, and sponsored content (ads that appear in users’ feeds).\u003c/p\u003e\u003cp\u003eLinkedIn Ads offers advanced targeting options based on job title, employer, industry, and professional skills—making it ideal for B2B marketing.\u003c/p\u003e\u003ch2\u003eHow to Start a PPC Campaign\u003c/h2\u003e\u003cp\u003eThe exact steps to \u003ca href=\"https://www.semrush.com/blog/how-to-plan-ppc-campaign/\" style=\"text-decoration:none\"\u003eplan a PPC campaign\u003c/a\u003e depend on the platform you use, but you’ll always follow these seven general steps:\u003c/p\u003e\u003ch3\u003e1. Set Goals\u003c/h3\u003e\u003cp\u003eYour PPC objectives will guide every decision about things like keyword selection, ad copy, and even how and when your ad is shown. \u003c/p\u003e\u003cp\u003eStart by defining your desired outcome. This might be increasing traffic to your site, driving more purchases, generating leads, or driving brand awareness. \u003c/p\u003e\u003cp\u003eHere’s what selecting a goal looks like on Microsoft Ads:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/f6/55/f655ad32e7547a5d3c292391e13bdb8e/435253cfcdff2038ce3e0eee17f1b544/AD_4nXepSdsG49Vrg8DUo8pyE5QkIu-k4CzkPCBUUOCjKVC-BNg9Pdj4XF4n6Wptd4lzeCxOYegpxPjc8R7qTF6Fcs3MRRo3nsqTC0NXZkhXpq_cGRkHiWbiiwNJ5xK3zPANOnXTWm98.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='\"Choose your objective\" page on Google ads with the options including sales, leads, website traffic, app promotion, etc.' data-original=\"https://static.semrush.com/blog/uploads/media/f6/55/f655ad32e7547a5d3c292391e13bdb8e/435253cfcdff2038ce3e0eee17f1b544/original\" height=\"908\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/f6/55/f655ad32e7547a5d3c292391e13bdb8e/435253cfcdff2038ce3e0eee17f1b544/AD_4nXepSdsG49Vrg8DUo8pyE5QkIu-k4CzkPCBUUOCjKVC-BNg9Pdj4XF4n6Wptd4lzeCxOYegpxPjc8R7qTF6Fcs3MRRo3nsqTC0NXZkhXpq_cGRkHiWbiiwNJ5xK3zPANOnXTWm98\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eNext, determine which metrics to track based on the goal you set, so you can measure your performance.\u003c/p\u003e\u003cp\u003eSome common metrics to track include:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003ca href=\"https://www.semrush.com/blog/click-through-rate/\" style=\"text-decoration:none\"\u003e\u003cstrong\u003eClick-through rate\u003c/strong\u003e\u003c/a\u003e (CTR) for traffic-related goals\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eConversion rate\u003c/strong\u003e (the percentage of visitors who take a desired action) for sales and lead generation\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eImpressions\u003c/strong\u003e for brand awareness campaigns\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eEngagement rate \u003c/strong\u003efor traffic and brand awareness campaigns \u003c/li\u003e\u003c/ul\u003e\u003ch3\u003e2. Do Preliminary Research\u003c/h3\u003e\u003cp\u003eBefore setting up your campaign, lay the groundwork with competitor and keyword research, so you don’t have to interrupt working on your ads mid-setup.\u003c/p\u003e\u003cp\u003eFirst, use Semrush’s \u003ca href=\"https://www.semrush.com/analytics/adwords/positions\" style=\"text-decoration:none\"\u003eAdvertising Research\u003c/a\u003e tool to review your competitors’ ad copy. And get inspired. \u003c/p\u003e\u003cp\u003eOpen the tool, enter a competitor’s domain name, select the country you plan to target, and click “\u003cstrong\u003eSearch\u003c/strong\u003e.”\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/48/f1/48f1e40f6e6adce1547d615c2062e77f/c3cdce76a6cf6bf816588ef6d535c294/AD_4nXecQeXPtsiKqzFE-mPYzT0a6K7sTyyKhe5b9VJXZy4Yp3eBOzKGTLNzVGIRR-_BgW332ejQi7Q3CdGZKqPb5hciaiOj5-HqtZZUXNOCbkhVVlgnYYVpUja3QkXwtykho858f9yqmA.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='Advertising Research tool start with \"tiffany.com\" entered as the domain and \"Search\" clicked.' data-original=\"https://static.semrush.com/blog/uploads/media/48/f1/48f1e40f6e6adce1547d615c2062e77f/c3cdce76a6cf6bf816588ef6d535c294/original\" height=\"438\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/48/f1/48f1e40f6e6adce1547d615c2062e77f/c3cdce76a6cf6bf816588ef6d535c294/AD_4nXecQeXPtsiKqzFE-mPYzT0a6K7sTyyKhe5b9VJXZy4Yp3eBOzKGTLNzVGIRR-_BgW332ejQi7Q3CdGZKqPb5hciaiOj5-HqtZZUXNOCbkhVVlgnYYVpUja3QkXwtykho858f9yqmA\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eNavigate to the “\u003cstrong\u003eAds Copies\u003c/strong\u003e” tab to see the exact copy your competitor is using in search ads they’re running.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/d0/64/d064a3105e7660629f4a60ae95876cd5/45db52301d7ae96b9a2ec18362fef770/AD_4nXdGq50CJm3f5wIsAQsMa3OlQGkReHrE1wAUurLIX1b8y3rwnCyzgfxh7fOUiI4vrBmUWl2T2WA43onWOhOtVxNmvkJ_v9yu-zNgR0PpW4wqq6U3GPvz_vaIa_YlpJ7oAUuZnWrBpQ.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"Ads Copies report on Advertising Research showing the exact copy used by a domain in the search ads that they're running.\" data-original=\"https://static.semrush.com/blog/uploads/media/d0/64/d064a3105e7660629f4a60ae95876cd5/45db52301d7ae96b9a2ec18362fef770/original\" height=\"891\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/d0/64/d064a3105e7660629f4a60ae95876cd5/45db52301d7ae96b9a2ec18362fef770/AD_4nXdGq50CJm3f5wIsAQsMa3OlQGkReHrE1wAUurLIX1b8y3rwnCyzgfxh7fOUiI4vrBmUWl2T2WA43onWOhOtVxNmvkJ_v9yu-zNgR0PpW4wqq6U3GPvz_vaIa_YlpJ7oAUuZnWrBpQ\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eClick on each ad’s headline to check out your competitor’s ad landing pages. And see how they attempt to engage visitors and drive conversions.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/20/a4/20a418b738993acd3ff82bf01cf8a809/3ae0e7fca04f2aca3a345e2212425035/AD_4nXcnlPc-OeY215JIYjpe885REKGOwOX_l_oqyglV96h0GGOf0Prbqi3piDD1Mj1pJNBkgFbJMjhGMCERSO79ISBI2fiUpwVKsipAn5bLcsUX7-cUNDLF1xigmoMviMJVP6a9ktaM.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"Ads Copies report on Advertising Research with one of the headlines of an ad clicked to view the ad's landing page.\" data-original=\"https://static.semrush.com/blog/uploads/media/20/a4/20a418b738993acd3ff82bf01cf8a809/3ae0e7fca04f2aca3a345e2212425035/original\" height=\"1074\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/20/a4/20a418b738993acd3ff82bf01cf8a809/3ae0e7fca04f2aca3a345e2212425035/AD_4nXcnlPc-OeY215JIYjpe885REKGOwOX_l_oqyglV96h0GGOf0Prbqi3piDD1Mj1pJNBkgFbJMjhGMCERSO79ISBI2fiUpwVKsipAn5bLcsUX7-cUNDLF1xigmoMviMJVP6a9ktaM\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eIf you’re using Meta Ads, view your competitors’ work through the \u003ca href=\"https://www.facebook.com/ads/library/\" style=\"text-decoration:none\"\u003eMeta Ads Library\u003c/a\u003e. Just choose an ad type and enter their brand name.\u003c/p\u003e\u003cp\u003eFor LinkedIn Ads, visit the \u003ca href=\"https://www.linkedin.com/ad-library/home\" style=\"text-decoration:none\"\u003eLinkedIn Ad Library\u003c/a\u003e and search by advertiser name or keyword. Like this:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/f8/c3/f8c380a778e7baecf8d6976436203730/cdebcf4b592d970f6326687c3b97ee82/AD_4nXe1Crj8yoDF38Q26l8ExMW-OImFd9SrKB_jD-5zePo3-XGWr2dqt-czPei0l35X2Yti8RkBWG8h9nmRqzuEtOtpLENAi36ryg6p9_SZXDadANZB-lGhjhJSH0cD2cNLpeyEH0r4CA.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"LinkedIn Ad Library with \u0026quot;Amazon\u0026quot; entered as the advertiser which shows the different ads they're running.\" data-original=\"https://static.semrush.com/blog/uploads/media/f8/c3/f8c380a778e7baecf8d6976436203730/cdebcf4b592d970f6326687c3b97ee82/original\" height=\"1110\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/f8/c3/f8c380a778e7baecf8d6976436203730/cdebcf4b592d970f6326687c3b97ee82/AD_4nXe1Crj8yoDF38Q26l8ExMW-OImFd9SrKB_jD-5zePo3-XGWr2dqt-czPei0l35X2Yti8RkBWG8h9nmRqzuEtOtpLENAi36ryg6p9_SZXDadANZB-lGhjhJSH0cD2cNLpeyEH0r4CA\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eIf you’re running a keyword-focused campaign, conduct \u003ca href=\"https://www.semrush.com/blog/ppc-keyword-research/\" style=\"text-decoration:none\"\u003ePPC keyword research\u003c/a\u003e next. This helps your ads reach people actively searching for your offerings.\u003c/p\u003e\u003cp\u003eDo this with Semrush’s \u003ca href=\"https://www.semrush.com/analytics/keywordmagic/\" style=\"text-decoration:none\"\u003eKeyword Magic Tool\u003c/a\u003e. \u003c/p\u003e\u003cp\u003eJust open the tool and enter a single seed keyword (a broad term related to your intended ad campaign) in the bar. \u003c/p\u003e\u003cp\u003eClick “\u003cstrong\u003eSearch\u003c/strong\u003e,” and the tool will generate potentially thousands of keyword suggestions for you to review.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/14/f7/14f7033a11228008ef2a9f13daf4b6ce/82cb627f60c0091ecce8c0f686fb8a18/AD_4nXeduCCzr9ckvjDOtLjtkV_sO94tsLGqcx5-Yxpvtkydsaf5udmYYcCw-rC4dn10wPvrYSEXJI6nn93RS2xiqjKmTAuZ-kigtiSpZNSS5AfbOLaYWNfKqERAacq7c-ZyQ76v-LSl.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='Keyword Magic Tool start with \"gemstone earrings\" entered and \"Search\" clicked.' data-original=\"https://static.semrush.com/blog/uploads/media/14/f7/14f7033a11228008ef2a9f13daf4b6ce/82cb627f60c0091ecce8c0f686fb8a18/original\" height=\"584\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/14/f7/14f7033a11228008ef2a9f13daf4b6ce/82cb627f60c0091ecce8c0f686fb8a18/AD_4nXeduCCzr9ckvjDOtLjtkV_sO94tsLGqcx5-Yxpvtkydsaf5udmYYcCw-rC4dn10wPvrYSEXJI6nn93RS2xiqjKmTAuZ-kigtiSpZNSS5AfbOLaYWNfKqERAacq7c-ZyQ76v-LSl\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eOnce your report is ready, you’ll see a list of keyword ideas. \u003c/p\u003e\u003cp\u003eTo ensure you’re focused on terms that are best suited for PPC campaigns, click the “\u003cstrong\u003eIntent\u003c/strong\u003e” drop-down, check the boxes next to “Commercial” and “Transactional” (these represent terms that user search when they’re getting ready to make a purchase), and click “\u003cstrong\u003eApply\u003c/strong\u003e.”\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/61/fa/61faad4dd7571a060b652333f1407b3a/8fd4e296175668af7b739f541f713f4b/AD_4nXfoGGe3xn3btxwAxLEEqw_biPANsYt4gHCCPI_Ovh8Qo2pcwMz0Wv5wB5CgQETZRctvTltrqlIvtIGqPtvkgfClpc9o9ESVeftUKVjZdS5mkAoZY6SLfXHlsnioTh31S3TbGPZX.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='\"Commercial\" and \"Transactional\" selected from the \"Intent\" drop-down and \"Apply\" clicked on the Keyword Magic Tool.' data-original=\"https://static.semrush.com/blog/uploads/media/61/fa/61faad4dd7571a060b652333f1407b3a/8fd4e296175668af7b739f541f713f4b/original\" height=\"954\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/61/fa/61faad4dd7571a060b652333f1407b3a/8fd4e296175668af7b739f541f713f4b/AD_4nXfoGGe3xn3btxwAxLEEqw_biPANsYt4gHCCPI_Ovh8Qo2pcwMz0Wv5wB5CgQETZRctvTltrqlIvtIGqPtvkgfClpc9o9ESVeftUKVjZdS5mkAoZY6SLfXHlsnioTh31S3TbGPZX\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eTake a look at the narrowed list and consider these metrics:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eSearch volume\u003c/strong\u003e: This is the average number of monthly searches a term gets. Aim for terms that get a decent volume (at least 100 searches per month).\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eCompetitive density\u003c/strong\u003e: This is a number between 0 and 1 that shows how competitive a keyword is. Consider terms with lower scores to increase the chances of your ads appearing.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eCPC\u003c/strong\u003e: This is the average amount advertisers pay for a click on ads targeting this term. Consider keywords with a lower CPC to maximize the number of clicks while staying within your budget. Choose higher CPC keywords if you think they have the potential to be valuable and high-performing.\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eUse everything you learn during this stage to inform the rest of your campaign. \u003c/p\u003e\u003ch3\u003e3. Set a Budget and Choose a Bidding Strategy\u003c/h3\u003e\u003cp\u003eYour bidding strategy controls how much you pay for clicks, and it often depends on the goal you set for your campaign.\u003c/p\u003e\u003cp\u003eIt’s common to use a CPC-focused bidding strategy, where you pay for each click to drive traffic to your intended destination. \u003c/p\u003e\u003cp\u003eBut other common types are based on impressions and views (like cost per thousand impressions) or conversions (like cost per action).\u003c/p\u003e\u003cp\u003eMost platforms also offer both manual bidding (which lets you set specific bid amounts) and automated bidding (when the platform adjusts bids based on your goals).\u003c/p\u003e\u003cp\u003eHere’s what it can look like to set a bidding strategy using LinkedIn Ads:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/2d/1b/2d1b277a3f5f166adb35e7416d1934ba/daee5e395f67441608357188e36a50c3/AD_4nXd2Rj1eUXORRi2mRkRxyWmpWTa28i5ZmEL1ZRRBX2L-EYh2wdVIRFkM4pl3zwsCLuGIFrNLDgSLh6j8AtMinP9lojEQ0S5-Shq0mwp6_BP4FwsZkRJsoTnX4dej38tmBHJ9yfqI.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='Bidding settings on LinkedIn Campaign Manager with \"Manual bidding\" selected and \"$0.34\" entered as the bid.' data-original=\"https://static.semrush.com/blog/uploads/media/2d/1b/2d1b277a3f5f166adb35e7416d1934ba/daee5e395f67441608357188e36a50c3/original\" height=\"1600\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/2d/1b/2d1b277a3f5f166adb35e7416d1934ba/daee5e395f67441608357188e36a50c3/AD_4nXd2Rj1eUXORRi2mRkRxyWmpWTa28i5ZmEL1ZRRBX2L-EYh2wdVIRFkM4pl3zwsCLuGIFrNLDgSLh6j8AtMinP9lojEQ0S5-Shq0mwp6_BP4FwsZkRJsoTnX4dej38tmBHJ9yfqI\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eOnce you’ve picked your bidding strategy, determine how much you're willing to spend on your campaign. \u003c/p\u003e\u003cp\u003eSome platforms like Google Ads and LinkedIn Ads automatically suggest an average daily budget based on your campaign settings.\u003c/p\u003e\u003cp\u003eBut you can also set up a custom budget.\u003c/p\u003e\u003cp\u003eTo calculate your daily budget, divide your total monthly advertising budget by 30.4—the average number of days in a month.\u003c/p\u003e\u003cp\u003eSo, if your monthly budget is $1,000, your daily budget is $32.89. \u003c/p\u003e\u003ch3\u003e4. Define YourTarget Audience \u003c/h3\u003e\u003cp\u003eEvery advertising platform offers different targeting options to help you reach highly specific audiences to ensure the best results.\u003c/p\u003e\u003cp\u003eSome common targeting options include:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eDemographics\u003c/strong\u003e: Information about age, gender, location (which can be as broad as a country or as specific as a particular zip code), etc.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eSocioeconomics\u003c/strong\u003e: Information about income, household size, education level, etc.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eInterests and behaviors\u003c/strong\u003e: Information about hobbies, activities, purchasing behaviors, online interactions, etc.\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eDepending on your platform, you can also create highly specific audiences with your own data. Or audiences that share characteristics with people in an existing list.\u003c/p\u003e\u003cp\u003eHere’s an example of adding location targeting on Google Ads:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/d3/80/d380fe731e86d4ed3aacbf9dcc8f65f3/f0369ab222511202ed34a7d3a5f418a1/AD_4nXeV-mpzh_GzHyvJpMasZiS3fBnhFgI6DNsUg0nBjX9ixsd5NxxjqvIOiYNB-Qwf9-uz-KTO9atgESl0xYfoNoAQuOztaULttPTmCKe8sB6ePaS_ZZ6JO6QqS04Cq_tPmj9l9TkDAA.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"Location settings on Google Ads with options to choose a specific country, all countries and territories, or custom locations.\" data-original=\"https://static.semrush.com/blog/uploads/media/d3/80/d380fe731e86d4ed3aacbf9dcc8f65f3/f0369ab222511202ed34a7d3a5f418a1/original\" height=\"755\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/d3/80/d380fe731e86d4ed3aacbf9dcc8f65f3/f0369ab222511202ed34a7d3a5f418a1/AD_4nXeV-mpzh_GzHyvJpMasZiS3fBnhFgI6DNsUg0nBjX9ixsd5NxxjqvIOiYNB-Qwf9-uz-KTO9atgESl0xYfoNoAQuOztaULttPTmCKe8sB6ePaS_ZZ6JO6QqS04Cq_tPmj9l9TkDAA\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eIf you aren’t sure who to focus your ads on, use \u003ca href=\"https://www.semrush.com/analytics/one2target/\" style=\"text-decoration:none\"\u003eOne2Target\u003c/a\u003e to find out.\u003c/p\u003e\u003cp\u003eOpen the tool, enter up to five competitors’ URLs, and click “\u003cstrong\u003eAnalyze\u003c/strong\u003e.”\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/7b/ed/7beda693146c723dc4b677512ae5f5a2/40fca976c3d67f9b3077a8700bc4ee5b/AD_4nXeY4ItoDY68YRmSMmgqHT3iXZBBb6fqJddt_osr0832ZRpNbgKTIhX4I0wxX9ko0iOPqYmYIXZAavo5PG1FHoJnZ1NcF0bIolt1R2rap7hzWPySfmkHuzu7NI5th2u3fZ11iz-nMw.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='One2Target tool start with five competing domains entered and \"Analyze\" clicked.' data-original=\"https://static.semrush.com/blog/uploads/media/7b/ed/7beda693146c723dc4b677512ae5f5a2/40fca976c3d67f9b3077a8700bc4ee5b/original\" height=\"584\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/7b/ed/7beda693146c723dc4b677512ae5f5a2/40fca976c3d67f9b3077a8700bc4ee5b/AD_4nXeY4ItoDY68YRmSMmgqHT3iXZBBb6fqJddt_osr0832ZRpNbgKTIhX4I0wxX9ko0iOPqYmYIXZAavo5PG1FHoJnZ1NcF0bIolt1R2rap7hzWPySfmkHuzu7NI5th2u3fZ11iz-nMw\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eOnce your results are ready, you’ll see detailed information on your competitors’ collective audience. \u003c/p\u003e\u003cp\u003eFor example, the “\u003cstrong\u003eSocioeconomics\u003c/strong\u003e” tab shows data points on your audience’s household size, income level, employment status, and education level. \u003c/p\u003e\u003cp\u003eYou can use this information to tailor your ad messaging, targeting, and offers to better match the needs and preferences of your audience.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/6c/30/6c302852f188a8adec05fcf3cda9fdb7/74e2c927e0b674a32460cd1711a21aa0/AD_4nXdOypaYiY61BxXPbTzIUWzS4rIlHf3KhEj3O2DCONK0iEPjiPcSX5FHAeJYgVLhPORQtmBPWCNJGiVARj0efhc2Bzmm_zyMnTAZNbB5iRdO853oVWDOBXuX0SgUzyGZ82aDSDVi.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"Socioeconomics report on One2Target showing information on an audience’s household size, income level, employment status, etc.\" data-original=\"https://static.semrush.com/blog/uploads/media/6c/30/6c302852f188a8adec05fcf3cda9fdb7/74e2c927e0b674a32460cd1711a21aa0/original\" height=\"1284\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/6c/30/6c302852f188a8adec05fcf3cda9fdb7/74e2c927e0b674a32460cd1711a21aa0/AD_4nXdOypaYiY61BxXPbTzIUWzS4rIlHf3KhEj3O2DCONK0iEPjiPcSX5FHAeJYgVLhPORQtmBPWCNJGiVARj0efhc2Bzmm_zyMnTAZNbB5iRdO853oVWDOBXuX0SgUzyGZ82aDSDVi\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003ch3\u003e5. Prepare Your Ad Creative\u003c/h3\u003e\u003cp\u003eWith your audience defined, it’s finally time to create your ad. \u003c/p\u003e\u003cp\u003eDepending on your platform and type of campaign, you might need to do the following:\u003c/p\u003e\u003ch4\u003eWrite Ad Copy\u003c/h4\u003e\u003cp\u003eAd copy should capture attention and spark interest—especially if you’re running text ads that have no visual component. \u003c/p\u003e\u003cp\u003eThe exact style and format will vary based on your platform and campaign type. \u003c/p\u003e\u003cp\u003eFor instance, social media ads may be brief and punchy given they have images and videos that can do a lot of the talking. But search ads often require more detail.\u003c/p\u003e\u003cp\u003eAnd search ads are typically made up of three main elements:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eDisplay path\u003c/strong\u003e: This is based on the page you’ll send people to after clicking your ad. You can modify how this looks to make it more approachable.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eHeadline\u003c/strong\u003e: This is the prominent blue text users typically see first, so make it attention-grabbing and relevant to the search query. Include your main keyword and focus on the value you offer.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eDescription\u003c/strong\u003e: This is the text under the headline that gives users more context about your product or service. Use this space to highlight unique features, address audience pain points, etc. And don’t forget to include a \u003ca href=\"https://www.semrush.com/blog/what-is-a-call-to-action/\" style=\"text-decoration:none\"\u003ecall to action\u003c/a\u003e (CTA). \u003c/li\u003e\u003c/ul\u003e\u003cp\u003eHere’s how it might look like to write your ad copy on Google Ads:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/cb/46/cb46009ed61878366854a20d3ececc3a/c4050aff51a21807bccc041b3450a31a/AD_4nXcWQWbMwCl4hZbwuJgzbiSKhEAYvAZFxBrYHy2WscYd4cW5AR5Zc6oTgU4K1lQpAOEpDJ7ja0crIT5L1RO7uIOk-Yp1TtBAlDDcbYs4t_s8kvxD3RPqOa-4Qe6eV7XOsj16BJ8rLA.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"Writing an ad copy on Google ads with an ad preview appearing on the left with the headline, description, and display path highlighted.\" data-original=\"https://static.semrush.com/blog/uploads/media/cb/46/cb46009ed61878366854a20d3ececc3a/c4050aff51a21807bccc041b3450a31a/original\" height=\"908\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/cb/46/cb46009ed61878366854a20d3ececc3a/c4050aff51a21807bccc041b3450a31a/AD_4nXcWQWbMwCl4hZbwuJgzbiSKhEAYvAZFxBrYHy2WscYd4cW5AR5Zc6oTgU4K1lQpAOEpDJ7ja0crIT5L1RO7uIOk-Yp1TtBAlDDcbYs4t_s8kvxD3RPqOa-4Qe6eV7XOsj16BJ8rLA\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003ch4\u003eOptimize and Upload Images\u003c/h4\u003e\u003cp\u003eFor some campaigns (like for display and social media ads), you need images that represent your product or service well.\u003c/p\u003e\u003cp\u003eThen, use tools like \u003ca href=\"http://canva.com\" style=\"text-decoration:none\"\u003eCanva\u003c/a\u003e or \u003ca href=\"https://www.adobe.com/express/\" style=\"text-decoration:none\"\u003eAdobe Express\u003c/a\u003e to edit and resize images to meet platform requirements.\u003c/p\u003e\u003cp\u003eFor example, Meta recommends images be at least \u003ca href=\"https://www.facebook.com/business/ads-guide/update/image/facebook-feed\" style=\"text-decoration:none\"\u003e1,080 x 1,350 pixels\u003c/a\u003e for in-feed Facebook ads and at least \u003ca href=\"https://www.facebook.com/business/ads-guide/update/image/instagram-feed\" style=\"text-decoration:none\"\u003e1,080 x 1,080 pixels\u003c/a\u003e for in-feed Instagram ads.\u003c/p\u003e\u003cp\u003eGoogle Ads \u003ca href=\"https://support.google.com/google-ads/answer/13676244?hl=en\" style=\"text-decoration:none\"\u003erecommends\u003c/a\u003e 1,200 x 628 pixels for banner images in display campaigns.\u003c/p\u003e\u003cp\u003eWhichever platform you’re using, add images to the platform’s ad creation section and preview how they’ll appear.\u003c/p\u003e\u003cp\u003eHere’s what that looks like within Google Ads:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/42/6a/426acee290d9b16d2085a7549e343d6a/5e45a52e23f1ff138b5ec7157c62c003/AD_4nXfL9QzvXcK2MTqq2NRk8P4POOQs9F8s5yY2KADDM0GPTTPHxsUeln_8xNSjdA5D4u-QzjXzuoJgxwouK23g3sP0QDqszAv3UQw6OeB1HvdO3mFCduezN0bt9jZqQp2Au7uNAv_IVA.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='Adding images for a Google display ad with the \"Images\" section and \"Preview ads\" button highlighted.' data-original=\"https://static.semrush.com/blog/uploads/media/42/6a/426acee290d9b16d2085a7549e343d6a/5e45a52e23f1ff138b5ec7157c62c003/original\" height=\"1265\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/42/6a/426acee290d9b16d2085a7549e343d6a/5e45a52e23f1ff138b5ec7157c62c003/AD_4nXfL9QzvXcK2MTqq2NRk8P4POOQs9F8s5yY2KADDM0GPTTPHxsUeln_8xNSjdA5D4u-QzjXzuoJgxwouK23g3sP0QDqszAv3UQw6OeB1HvdO3mFCduezN0bt9jZqQp2Au7uNAv_IVA\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003ch4\u003eEdit and Upload Your Videos\u003c/h4\u003e\u003cp\u003eA well-edited video can capture attention quickly and communicate your message effectively in just a few seconds.\u003c/p\u003e\u003cp\u003eUse editing software like \u003ca href=\"http://capcut.com\" style=\"text-decoration:none\"\u003eCapCut\u003c/a\u003e to trim footage, add captions, and ensure your video is high quality. \u003c/p\u003e\u003cp\u003eOnce you’re ready, upload your video to your platform of choice.\u003c/p\u003e\u003cp\u003eIf you’re running YouTube video ads through Google Ads, you can do this during setup:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/0b/d1/0bd160aa195eaf28b57b4cb03fd5cf6e/4170781e1c17f794a471ddb16010c35e/AD_4nXcrKgBqfJThcwX_orucJzE7i13_z-JBNnyzbCiQR9MaRBGHsfbHCI3CpTT1dNhN7SqEiTXsVE7sS8pm_Mvu8emxWBEjFnLngwZ9whOWEokMsKdDZmGD_LQ1eDsP-eKv9-rVaENJ.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"Video ad settings on Google ads with a video selected via its URL from Youtube on the left and a preview of the ad on the right.\" data-original=\"https://static.semrush.com/blog/uploads/media/0b/d1/0bd160aa195eaf28b57b4cb03fd5cf6e/4170781e1c17f794a471ddb16010c35e/original\" height=\"981\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/0b/d1/0bd160aa195eaf28b57b4cb03fd5cf6e/4170781e1c17f794a471ddb16010c35e/AD_4nXcrKgBqfJThcwX_orucJzE7i13_z-JBNnyzbCiQR9MaRBGHsfbHCI3CpTT1dNhN7SqEiTXsVE7sS8pm_Mvu8emxWBEjFnLngwZ9whOWEokMsKdDZmGD_LQ1eDsP-eKv9-rVaENJ\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eDon’t forget to read your platform’s guidelines on length, quality, and aspect ratio.\u003c/p\u003e\u003ch3\u003e6. Review and Launch Your Campaign\u003c/h3\u003e\u003cp\u003eThe launch process will vary depending on the platform you’re using, but always make sure to give everything a final overview before you push your campaign live\u003c/p\u003e\u003cp\u003eFor example, Google Ads includes a review stage that shows you an overview of the settings you’ve chosen and the ads you created. \u003c/p\u003e\u003cp\u003eOn the right-hand side, Google will also show you a “Campaign optimization score.” Which gives you an idea of how well-optimized your ads are. Like this:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/fe/1e/fe1e85bce4e60f5022821b7bd17d6296/09c66b5418c0cd99128eb914f5281fde/AD_4nXctoS0jgamChQKD4mE75h_2JA8hT67kwOIUKpTJxSkwiGvnQAgv5f8-cw0v7KdS51qNWutQj9UNr3-iO4ltKqW4D5s1FHhrtg4IdvobR6q_OjDT6FbUsD4X3buWycpOudVtvh2qhA.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"Campaign review page on Google ads showing an overview of the settings chosen with the campaign optimization score on the top-right highlighted.\" data-original=\"https://static.semrush.com/blog/uploads/media/fe/1e/fe1e85bce4e60f5022821b7bd17d6296/09c66b5418c0cd99128eb914f5281fde/original\" height=\"712\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/fe/1e/fe1e85bce4e60f5022821b7bd17d6296/09c66b5418c0cd99128eb914f5281fde/AD_4nXctoS0jgamChQKD4mE75h_2JA8hT67kwOIUKpTJxSkwiGvnQAgv5f8-cw0v7KdS51qNWutQj9UNr3-iO4ltKqW4D5s1FHhrtg4IdvobR6q_OjDT6FbUsD4X3buWycpOudVtvh2qhA\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eDouble-check everything, including your campaign settings, keywords (if your campaign uses them), audience, and budget. \u003c/p\u003e\u003cp\u003eIf everything’s in order, push your campaign live.\u003c/p\u003e\u003ch3\u003e7. Manage and Refine Your Campaign\u003c/h3\u003e\u003cp\u003eThe key to a successful PPC campaign is ongoing management and optimization, so adjust as you gather more information.\u003c/p\u003e\u003cp\u003eHere are some tips to help you improve your PPC performance:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eExperiment with bidding strategies\u003c/strong\u003e: Test different bidding strategies to get the highest return on investment for your ad spend\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eOptimize ad copy\u003c/strong\u003e: Regularly update your ad copy to keep it fresh and relevant. Test different headlines and descriptions to find what works best.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eUse ad scheduling\u003c/strong\u003e: Some PPC platforms let you adjust bids (or stop bidding altogether) based on the time of day. This helps avoid wasting budget on clicks that aren’t converting. For example, you can turn off ads overnight.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eRefine targeting\u003c/strong\u003e: Review audience insights on your ad platform to identify trends in demographics, behaviors, and engagement rates. Adjust your targeting to reach the most relevant users.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eRegularly track results\u003c/strong\u003e: The exact monitoring frequency depends on your goals and campaign. But track key metrics at least once per week.\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eOnce you have a good understanding of how your campaign is performing, you can start to make adjustments. \u003c/p\u003e\u003cp\u003eLet's say you notice that the 18-24 age group engages with your ads more than the intended 25-34 group. \u003c/p\u003e\u003cp\u003eIn that case, you can shift your targeting to focus on younger audiences and adjust your messaging to better suit their interests.\u003c/p\u003e\u003cp\u003eHere’s what editing your targeting looks like in TikTok Ads:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/53/6e/536e86ccab159b935751a824a47aa5bf/254d4e26e62f3e8538569674b90508d5/AD_4nXdFsIXyZ9Jg37aQwhfrLjOT4VtiI_TZ7nzmKTQ3qkv88w1ouYrhZAke9jBNyAl-Q1VBBuOLsyCq3H-SfufHOIEkZUY7TTdcnPvRzvqwJwfvk_Mi7sUZsta1DQrYVP6_VZZFNrVO.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='\"Demographics\" settings on TikTok Ads manager with \"25-34\" selected as the age for the target audience.' data-original=\"https://static.semrush.com/blog/uploads/media/53/6e/536e86ccab159b935751a824a47aa5bf/254d4e26e62f3e8538569674b90508d5/original\" height=\"1256\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/53/6e/536e86ccab159b935751a824a47aa5bf/254d4e26e62f3e8538569674b90508d5/AD_4nXdFsIXyZ9Jg37aQwhfrLjOT4VtiI_TZ7nzmKTQ3qkv88w1ouYrhZAke9jBNyAl-Q1VBBuOLsyCq3H-SfufHOIEkZUY7TTdcnPvRzvqwJwfvk_Mi7sUZsta1DQrYVP6_VZZFNrVO\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003ch2\u003eTrack Your PPC Campaign’s Performance\u003c/h2\u003e\u003cp\u003eYou now know the basics of running PPC ads, so you’re ready to start your first campaign. \u003c/p\u003e\u003cp\u003eIf you’re running search ads on Google, Semrush can help you gather the insights you need for more effective ads. From the best keywords to the most engaged audience and even your competitors’ strategies.\u003c/p\u003e\u003cp\u003eSign up for a \u003ca href=\"https://www.semrush.com/signup/get-free-trial/\" style=\"text-decoration:none\"\u003efree Semrush trial\u003c/a\u003e to get started.\u003c/p\u003e\u003cp\u003e[create-campaign destination_url=\"https://www.semrush.com/signup/get-free-trial/\" show_input=\"false\" header=\"Elevate Your Digital Strategy\" text=\"with a Semrush Subscription\" button_text=\"Start Free Trial\" bg_images=\"https://static.semrush.com/blog/uploads/media/96/fd/96fd495930d058321d5f78f5554aff88/trial-superbanner-1.png\" bg_button=\"-success\"]\u003c/p\u003e\u003cp\u003e\u003cem\u003eThis post was updated in 2024. Excerpts from the original article by \u003c/em\u003e\u003ca href=\"https://www.semrush.com/blog/user/marilyn/\" style=\"text-decoration:none\"\u003e\u003cem\u003eMarilyn Wilkinson\u003c/em\u003e\u003c/a\u003e\u003cem\u003e may remain.\u003c/em\u003e\u003c/p\u003e","galaxy":"no_galaxy","team":"en_editorial_team","isReviewedByExpert":false}},"alternates":[],"category":{"id":342,"name":"Paid Advertising","slug":"paid-advertising","lang":"en","description":"Paid advertising is a powerful way to promote your business online. Explore our resources and discover effective strategies from advertising experts to maximize your ROI.","metaTitle":"Paid Advertising - Semrush Blog","metaDescription":"Maximize your reach with paid advertising. Discover strategies for driving targeted traffic and boosting ROI.","parent":{"id":24,"name":"Marketing","slug":"marketing","lang":"en","description":"Explore the world of marketing with insights for beginners and experts alike. 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Learn from top experts and enhance your marketing skills.","productWidget":"domainOverview","customProductWidgetId":2,"children":[]},{"id":11,"name":"Content","slug":"content","lang":"en","description":"Content is at the heart of effective online communication. Explore the fundamentals of content creation, blogging tips, and effective storytelling to boost your online presence and engage your audience.","productWidget":"keywordOverview","customProductWidgetId":3,"children":[{"id":166,"name":"Content Creation","slug":"content-creation","lang":"en","description":"Content creation requires research and development before you put words on the page. Get content creations tips and more by reading our blog posts.","productWidget":"domainOverview","customProductWidgetId":2,"children":[]}]},{"id":15,"name":"Social Media","slug":"social-media","lang":"en","description":"Social media is key for your online presence. 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