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Try 55+ products for free.</span></div></section><div class="sc-gKclnd cwkoec sc-evcjhq kblRPD"><button type="button" aria-label="Subscribe" data-test="subscribe-popup-open-mobile">Create free account</button></div></div><div class="sc-gKclnd dwdnee"><div class="sc-gKclnd fBKLaB"></div></div><svg data-test="mobile-menu-popup-open" viewBox="0 0 22 22" width="22" height="22" class="sc-bdvvtL dHnzHm sc-eGPXGI fjoeUL"><use xlink:href="#burger"></use></svg></div></div></div></div></nav></header><main><div data-test="article-heading" class="sc-gKclnd JCYxx sc-gyElHZ ODokp"><div data-test="container" class="sc-gKclnd fYleTp"><div class="sc-gKclnd jnpneB"><div class="sc-gKclnd kzXHfa sc-fXeWAj bIJuzC"><div data-test="breadcrumbs" class="sc-gKclnd bLEyhW sc-dUbtfd eFplJq"><ul data-test="breadcrumbs-links" class="sc-kLwhqv IkbpN"><li data-test="breadcrumbs-link-level-0"><a href="/blog/category/marketing/">Marketing /</a></li><li data-test="breadcrumbs-link-level-1"><a href="/blog/category/marketing/paid-advertising/">Paid Advertising</a></li></ul></div><h1 data-test="heading-text" class="sc-kLwhqv fjCyHV sc-eXlEPa dEBvkJ">What Is a PPC Campaign? The Complete Guide for Beginners</h1><span data-test="text-content" class="sc-kLwhqv gEQrQk sc-fmciRz hfOGEl"><p data-test="author"><a target="_blank" rel="noopener" role="link" href="/blog/user/adomas-sulcas/">Adomas Šulcas</a></p><span data-test="date">Jan 08, 2024</span><span data-test="time-to-read">16 min read</span></span><span data-test="contributors" class="sc-kLwhqv dJgXij">Contributor: <a target="_blank" rel="noopener" role="link" data-test="contributor" class="sc-htJRVC bMoVP" href="/blog/user/205718513/">Christine Skopec</a></span></div><div class="sc-gKclnd jomabB sc-fIosxK ReiQc"><img src="https://static.semrush.com/blog/uploads/media/28/31/2831ac162c7f0189b16e1f727ed814e0/cd108af711fe41d3a42fe7e66ea4f946/ppc-campaign.svg" alt="PPC Campaign" width="340" height="248" data-test="image"/></div></div></div></div><div data-test="container" class="sc-gKclnd dmOGYZ"><div data-test="template-article-base" class="sc-gKclnd iBtQsf"><div class="sc-jtXEFf jrBzsJ"><div class="sc-eldieg eYVFtH"><button class="sc-kiIyQV fqmceZ">Table of contents</button><button class="sc-kiIyQV fqmceZ"><svg aria-hidden="true" tabindex="-1" disabled="" class="___SIcon_pchrv_gg_ sc-cLpAjG cfZGuc" data-ui-name="Share" width="16" height="16" viewBox="0 0 16 16" data-name="Share" data-group="m"><path d="M11.707 1.293a1 1 0 1 0-1.414 1.414L12.586 5H7a6 6 0 0 0-6 6v3a1 1 0 1 0 2 0v-3a4 4 0 0 1 4-4h5.586l-2.293 2.293a1 1 0 1 0 1.414 1.414l4-4a1 1 0 0 0 0-1.414l-4-4Z" shape-rendering="geometricPrecision"></path></svg>Share</button></div></div><div data-test="intersection-container" class="sc-gKclnd htfCox"><div class="sc-eWfVMQ jBsPfP"><span data-test="top-left-share-block-description" class="sc-kLwhqv bAMHOQ">Share</span><div data-test="top-left-share-block" class="sc-gKclnd hcvUza"><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%2Fhow-to-plan-ppc-campaign%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 16 16" width="16" height="16" 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%2Fhow-to-plan-ppc-campaign%2F%3Futm_source%3Dtwitter%26utm_medium%3Dblogshare%26utm_campaign%3Dsocialsharing&text=Check+out+this+article+by+%40semrush%3A+%22What+Is+a+PPC+Campaign%3F+The+Complete+Guide+for+Beginners%22+%23SemrushInsights" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-twitter-icon" viewBox="0 0 16 16" width="16" height="16" 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%2Fhow-to-plan-ppc-campaign%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 16 16" width="16" height="16" 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 a PPC Campaign? The Complete Guide for Beginners%0D%0Ahttps://www.semrush.com/blog/how-to-plan-ppc-campaign/?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"><p>Pay-per-click (PPC) campaigns deliver quick and easily measurable results.</p><p>But how do you put together a PPC campaign? And where can you run those ads?</p><p>You’re about to find out</p><p>But let’s start with the basics.</p><aside class="tip-box"><div class="tip-box_title"><p><em><strong>Tip</strong></em></p></div><div class="tip-box_text-wrapper"><p><em>This guide is easier to follow along with if you have a <a href="https://www.semrush.com/signup/">Semrush account</a>. And you can register for free (no credit card required).</em></p></div></aside><h2 id="what-is-a-ppc-campaign">What Is a PPC Campaign?</h2><p>A PPC campaign is an advertising campaign that’s part of a digital marketing model where a company pays a fee each time a user clicks on the ad. And that fee is referred to as the cost per click (CPC)—which is determined through an ad auction.</p><p>PPC campaigns allow companies to advertise to enormous user bases on various platforms.</p><p>For example, here’s a PPC search ad on Google for the term “kitchen supplies”:</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/40/78/407890acd0e3d3d959efd6b94764e5c5/becd6b7d29f5fec981dbc66617d03e93/YDJ_hBDNp5gksOXmkB_DCQGd_J09AaimzQCx-_cD9yEv7KQVKdbJQPUwPAkm7u3WWuosGCBm_81_VwaozkVBaVW4qPyZfELvNo9Iq9MFksE-UCQ4I10jJAWC-bOWHPdOZcLVDnx_pgCJEaHlV35xBzE.webp" type="image/webp"/><img alt="A PPC search ad on Google from Williams Sonoma" data-original="https://static.semrush.com/blog/uploads/media/40/78/407890acd0e3d3d959efd6b94764e5c5/becd6b7d29f5fec981dbc66617d03e93/original.png" height="251" loading="lazy" src="https://static.semrush.com/blog/uploads/media/40/78/407890acd0e3d3d959efd6b94764e5c5/becd6b7d29f5fec981dbc66617d03e93/YDJ_hBDNp5gksOXmkB_DCQGd_J09AaimzQCx-_cD9yEv7KQVKdbJQPUwPAkm7u3WWuosGCBm_81_VwaozkVBaVW4qPyZfELvNo9Iq9MFksE-UCQ4I10jJAWC-bOWHPdOZcLVDnx_pgCJEaHlV35xBzE.png" width="660"/></picture></figure><p>And here’s a Reddit PPC ad:</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/a5/e9/a5e9e2eb40477bc1bc20b6c25421b888/759aed2bcefc172e7d862b69643e184f/cwNhE5cK9eAPBF9cduS0uFJf-oVPtUeWhcb3J4lcCRbjkefO7ja9xPucZmi5t-uTNqOdYIp1mKNwyzYECyR_Nk_G1iGC-jNrxJYXYycd5kfjdCjZvJgoxVmw8_xLayNjf2aq2SPuVYCKYzoVj8eD66k.webp" type="image/webp"/><img alt="A Reddit PPC ad from Huel" data-original="https://static.semrush.com/blog/uploads/media/a5/e9/a5e9e2eb40477bc1bc20b6c25421b888/759aed2bcefc172e7d862b69643e184f/original.jpeg" height="1600" loading="lazy" src="https://static.semrush.com/blog/uploads/media/a5/e9/a5e9e2eb40477bc1bc20b6c25421b888/759aed2bcefc172e7d862b69643e184f/cwNhE5cK9eAPBF9cduS0uFJf-oVPtUeWhcb3J4lcCRbjkefO7ja9xPucZmi5t-uTNqOdYIp1mKNwyzYECyR_Nk_G1iGC-jNrxJYXYycd5kfjdCjZvJgoxVmw8_xLayNjf2aq2SPuVYCKYzoVj8eD66k.jpeg" width="1010"/></picture></figure><h3 id="benefits-of-ppc-campaigns">Benefits of PPC Campaigns</h3><p>Here are the primary advantages of PPC campaigns:</p><h4 id="ppc-campaigns-drive-results-quickly">PPC Campaigns Drive Results Quickly</h4><p>You can get a campaign running within a day as long as you have creative assets, copy, and a budget at the ready. </p><p>And most of the waiting time is for the platform to approve your ads.</p><p>Once approved, your ads will start showing to the audience you defined (more on that later). And will likely start generating results. </p><p>When it comes to <a href="https://www.semrush.com/blog/seo-vs-ppc/">PPC vs. SEO</a>, the latter can also drive impressive results. But that can take many months given the time it takes for rankings and traffic to increase. Which you can see in the chart below outlining organic (unpaid) traffic to semrush.com.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/11/f8/11f829527eea8bb7166c8bf215042a56/bc229b736c2caa859b83e7554ae557ef/3L5ubI2OOd0zgeCw-p_0mvqQPoy0T7GlvzsOPNtOe3TwttxifJbNQgiB3pkkSn-snRqU9OquNv4cte8jKkZHUS3sev9TsKjxEMfIzJ5pEudxhNIfYxHnKMUtGp-pyGyuDuzFIsIBTF7BOpmCL3TxCH4.webp" type="image/webp"/><img alt="A chart showing organic traffic to semrush.com" data-original="https://static.semrush.com/blog/uploads/media/11/f8/11f829527eea8bb7166c8bf215042a56/bc229b736c2caa859b83e7554ae557ef/original.png" height="933" loading="lazy" src="https://static.semrush.com/blog/uploads/media/11/f8/11f829527eea8bb7166c8bf215042a56/bc229b736c2caa859b83e7554ae557ef/3L5ubI2OOd0zgeCw-p_0mvqQPoy0T7GlvzsOPNtOe3TwttxifJbNQgiB3pkkSn-snRqU9OquNv4cte8jKkZHUS3sev9TsKjxEMfIzJ5pEudxhNIfYxHnKMUtGp-pyGyuDuzFIsIBTF7BOpmCL3TxCH4.png" width="1010"/></picture></figure><h4 id="ppc-campaigns-have-precise-targeting">PPC Campaigns Have Precise Targeting</h4><p>You can be incredibly specific about the audience you want to show your ads to. Which improves the likelihood that they’ll be interested in your offerings and helps maximize your return on investment (ROI).</p><p>It’s possible to narrow down your audience based on geographic location, interests, and more.</p><p>Consider how that compares to content marketing. You can write content intended for a specific audience, but you don’t have full control over who sees it.</p><h4 id="ppc-campaigns-areeasy-to-measure">PPC Campaigns AreEasy to Measure</h4><p>Every platform that includes PPC ads provides data about your campaign. To give you insights into what is and isn’t effective. </p><p>You can review impressions, clicks, the click-through rate (CTR), conversions, conversion rate, CPC, and more.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/76/f8/76f86e8cde7f3e7a9c0736083a3a0a44/1a8b1a1c9fd7266c5a91e282f7f6bc8a/stl37RR-T1FwUIcg0ScA03P4M7itig4KBIgYLmI_QcjYSUE_lzCyttnI0EE8hKSWPKEtcC-pJhWmDDXcx5WBAzQToy6G9zHDw9_-Nsws2cFcaHPX_R_fVca5I6BeLOr2Ir0CKKaiSE4YUST2xYX0zyQ.webp" type="image/webp"/><img alt="Key metrics to track PPC campaign success" data-original="https://static.semrush.com/blog/uploads/media/76/f8/76f86e8cde7f3e7a9c0736083a3a0a44/1a8b1a1c9fd7266c5a91e282f7f6bc8a/original.png" height="1107" loading="lazy" src="https://static.semrush.com/blog/uploads/media/76/f8/76f86e8cde7f3e7a9c0736083a3a0a44/1a8b1a1c9fd7266c5a91e282f7f6bc8a/stl37RR-T1FwUIcg0ScA03P4M7itig4KBIgYLmI_QcjYSUE_lzCyttnI0EE8hKSWPKEtcC-pJhWmDDXcx5WBAzQToy6G9zHDw9_-Nsws2cFcaHPX_R_fVca5I6BeLOr2Ir0CKKaiSE4YUST2xYX0zyQ.png" width="1010"/></picture></figure><p>You can also use the available metrics to calculate your return on ad spend (ROAS). Which measures how much revenue you generated from every dollar spent on advertising.</p><p>Plus, you can easily turn off an underperforming ad set or modify its features to make it more effective.</p><p>And you can begin discovering trends and optimal tactics for future campaigns once you gain some preliminary data.</p><h4 id="ppc-campaigns-are-customizable">PPC Campaigns Are Customizable</h4><p>PPC campaigns let you select the copy, creative assets (when applicable), keywords (when applicable), audience, placements, and much more. </p><p>Most of the limitations are easy to work with: using the appropriate image sizes, staying within character counts (like the image below from Meta Ads Manager shows), and avoiding anything that could be seen as potentially harmful.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/67/d0/67d006f0e0f48a80ef2ee46679ad70e8/6d6db2a6360149fabfb5bf38cc9d6384/vGRiXNWSl8eu2RMK2kFulA-SIliLCT4KPTKy0UHO_bqjlnPRUkcDrV-GpzCgm-3tu76h6aeKG2feXSp-izloreM7-6RVGd-FJ_Z4m0Sgv4FRPo3qOUyKM0mRTUh71o3BVce4gPWOAxxIweLMkF1ts4E.webp" type="image/webp"/><img alt="Creating a PPC ad with Meta Ads Manager" data-original="https://static.semrush.com/blog/uploads/media/67/d0/67d006f0e0f48a80ef2ee46679ad70e8/6d6db2a6360149fabfb5bf38cc9d6384/original.png" height="1180" loading="lazy" src="https://static.semrush.com/blog/uploads/media/67/d0/67d006f0e0f48a80ef2ee46679ad70e8/6d6db2a6360149fabfb5bf38cc9d6384/vGRiXNWSl8eu2RMK2kFulA-SIliLCT4KPTKy0UHO_bqjlnPRUkcDrV-GpzCgm-3tu76h6aeKG2feXSp-izloreM7-6RVGd-FJ_Z4m0Sgv4FRPo3qOUyKM0mRTUh71o3BVce4gPWOAxxIweLMkF1ts4E.png" width="1010"/></picture></figure><p>You can also always go back and tweak campaigns, ad sets, or ads themselves if you need to.</p><h2 id="key-components-of-a-ppc-campaign">Key Components of a PPC Campaign</h2><p>Each platform envisions the structure of PPC campaigns slightly differently, but there are always a few key components.</p><h3 id="ppc-objectives-and-ad-sets">PPC Objectives and Ad Sets</h3><p>PPC campaigns have overarching objectives, ad sets (groups of related ads), and individual ads. And some ads also incorporate keywords</p><p>You can envision the structure of a campaign that uses keywords like this:</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/b7/06/b706745b689d9e8c22c1612ebdae5363/84a452b83c80c9363603e79ae0a80fef/uMd50_WiulW41mvp6lmeg4d3LSY703Nct0_lxnv9AJcLdFHcqw7hwLvvNPeNbRu6nd33h6-2PSbOjYnY8ncBIRBgQVj3_DX6cjEoYWjmqxWWdb6jp5ATWS7fcCxxYAYUrCTZz1-g6XqNrcMbjhcHMMs.webp" type="image/webp"/><img alt="A structure of a PPC campaign" data-original="https://static.semrush.com/blog/uploads/media/b7/06/b706745b689d9e8c22c1612ebdae5363/84a452b83c80c9363603e79ae0a80fef/original.png" height="474" loading="lazy" src="https://static.semrush.com/blog/uploads/media/b7/06/b706745b689d9e8c22c1612ebdae5363/84a452b83c80c9363603e79ae0a80fef/uMd50_WiulW41mvp6lmeg4d3LSY703Nct0_lxnv9AJcLdFHcqw7hwLvvNPeNbRu6nd33h6-2PSbOjYnY8ncBIRBgQVj3_DX6cjEoYWjmqxWWdb6jp5ATWS7fcCxxYAYUrCTZz1-g6XqNrcMbjhcHMMs.png" width="1010"/></picture></figure><p>Each campaign is composed of one or more ad sets aimed at achieving the overarching objective.</p><p>For example, a SaaS company may have a different campaign for each of the products or services they sell.</p><p>Each ad set within a campaign will follow the goal set forth by the campaign objective. And will have one or more ads with different creative assets, targeting, and budget options. </p><aside class="tip-box"><div class="tip-box_title"><p><em><strong>Note</strong></em></p></div><div class="tip-box_text-wrapper"><p><em>In some platforms, you can set a budget for the entire campaign and allocate parts of it to each ad set.</em></p></div></aside><p>Finally, each ad within an ad set will have its own creative, copy, and call to action (CTA).</p><h3 id="ppc-ad-content">PPC Ad Content</h3><p>Ad copy and creative differ by platform and ad type. For example, you may be able to use GIFs or videos instead of static images. Or more or fewer characters for headlines and descriptions. </p><p>Ad copy is the simplest to understand—you have to give your ads some text that will be displayed. </p><p>Well-crafted ad copy can heavily influence CTR. Because it’s one of the two primary ways to let users know what you’re advertising.</p><p>The other foundational part is the creative (but not for search ads, which are text only). Images, videos, and GIFs are used to entice users to click on the ad.</p><p>Another component is ad assets (previously called ad extensions) for search ads. And they can be quite valuable. </p><p>Assets provide additional information. Like location, additional sitelinks, prices, and much more.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/ea/34/ea34db394a22e1f8729107afd380717e/423d27c6570afa05a33b45456f91835a/lyAt6N6ArDKSC932wAsLwh0E7-QFbOyPPbs42V-VTJ5MnHgQIFCplqSkW_r397GPwyMQuZEA6oSw15q7rxE8hNWxBj7khewktZStL0zlBXXotyeg0hcuBRCOozw-NiIjTGyjs4qMn68Oohe3Xn9JcMU.webp" type="image/webp"/><img alt="PPC ad assets on Google SERP" data-original="https://static.semrush.com/blog/uploads/media/ea/34/ea34db394a22e1f8729107afd380717e/423d27c6570afa05a33b45456f91835a/original.png" height="886" loading="lazy" src="https://static.semrush.com/blog/uploads/media/ea/34/ea34db394a22e1f8729107afd380717e/423d27c6570afa05a33b45456f91835a/lyAt6N6ArDKSC932wAsLwh0E7-QFbOyPPbs42V-VTJ5MnHgQIFCplqSkW_r397GPwyMQuZEA6oSw15q7rxE8hNWxBj7khewktZStL0zlBXXotyeg0hcuBRCOozw-NiIjTGyjs4qMn68Oohe3Xn9JcMU.png" width="1010"/></picture></figure><aside class="tip-box"><div class="tip-box_title"><p><em><strong>Note</strong></em></p></div><div class="tip-box_text-wrapper"><p><em>Using ad assets is generally a good practice. They don’t cost you anything extra, take up more visual space (making your ad more noticeable), and provide valuable information to the user.</em></p></div></aside><h3 id="targeting-options">Targeting Options</h3><p>There are a number of ways to target just the right audience based on the platform you’re using. To ensure you reach the right people.</p><p>Most social media platforms let you select demographic, behavioral, and psychographic data to narrow down who sees your advertisements.</p><p>Here’s what it looks like in Meta Ads Manager:</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/ee/2a/ee2abf49f6ced94ab5ad3d247eecb1cb/2bd408883c7f25954c6712da3be9f5b2/8p70L1-FT4XDqS3MVVZxiSJqXyY40_rLGOX71LumDBuvucPkyvV6gqE0XJztHke7Q33Uv8faZzd2uO_sGzGcrWTJNuU_gbObD6BpZ-3Zi6vfcVKNNJrYr8rY0zEyoRrMe1XMNQCsEVdw2JOnLhyvroc.webp" type="image/webp"/><img alt="Audience controls section in Meta Ads Manager" data-original="https://static.semrush.com/blog/uploads/media/ee/2a/ee2abf49f6ced94ab5ad3d247eecb1cb/2bd408883c7f25954c6712da3be9f5b2/original.jpeg" height="1484" loading="lazy" src="https://static.semrush.com/blog/uploads/media/ee/2a/ee2abf49f6ced94ab5ad3d247eecb1cb/2bd408883c7f25954c6712da3be9f5b2/8p70L1-FT4XDqS3MVVZxiSJqXyY40_rLGOX71LumDBuvucPkyvV6gqE0XJztHke7Q33Uv8faZzd2uO_sGzGcrWTJNuU_gbObD6BpZ-3Zi6vfcVKNNJrYr8rY0zEyoRrMe1XMNQCsEVdw2JOnLhyvroc.jpeg" width="1010"/></picture></figure><p>Search engines like Bing and Google combine audience and keyword targeting. So, your ads will appear whenever someone from your targeted group searches for certain keywords.</p><h3 id="budget-and-bidding-options">Budget and Bidding Options</h3><p>You’ll have budget and bidding options. The former will generally be split either into a daily or lifetime budget.</p><p>Restricting yourself to a daily budget only will spend a set amount of money per day. While restricting yourself to a lifetime budget will spend varying amounts per day until the budget is spent.</p><p>Using both may also be possible. Which will make the campaign spend up to the daily amount until the amount set in the lifetime budget is exhausted.</p><p>Here’s what the budget setup looks like for Reddit ads:</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/8f/87/8f87445f8ee0629bc1e1a25a7944f7dc/98f2b7e97fda0633f79c9597fdc663e2/WSaOnxX_ALMQLarNLu6z9CDd0S77sV0aV5qGQQWvXS7xKjs5-rP7WLvsJe92qVByiIO5VC-kflrvr1a9itwWu9yG68o7rE--q14t61hyo6-3wuqN0BGaoO59raf2zqca7mwVAufgmqF3bzGVR3S_gmU.webp" type="image/webp"/><img alt="Budget & Bid section in Reddit ads" data-original="https://static.semrush.com/blog/uploads/media/8f/87/8f87445f8ee0629bc1e1a25a7944f7dc/98f2b7e97fda0633f79c9597fdc663e2/original.png" height="844" loading="lazy" src="https://static.semrush.com/blog/uploads/media/8f/87/8f87445f8ee0629bc1e1a25a7944f7dc/98f2b7e97fda0633f79c9597fdc663e2/WSaOnxX_ALMQLarNLu6z9CDd0S77sV0aV5qGQQWvXS7xKjs5-rP7WLvsJe92qVByiIO5VC-kflrvr1a9itwWu9yG68o7rE--q14t61hyo6-3wuqN0BGaoO59raf2zqca7mwVAufgmqF3bzGVR3S_gmU.png" width="1010"/></picture></figure><p>Most platforms use a bidding process to determine what ads to show users. Meaning there will be several competing ads, and the one with the highest bid (that meets any other criteria) gets shown more often than others.</p><p>If your ad gets shown, you could pay up to the bid amount (or a bit more on Reddit) whenever a user clicks on your ad.</p><p>Higher competition means you’ll usually need to bid higher. </p><p>And note that you can usually modify your bid amount, setting the maximum allowed bid. Which is the maximum amount you want to pay for a click.</p><p>If you’re new to <a href="https://www.semrush.com/blog/ppc-management/">PPC campaign management</a>, consider keeping the default bid settings. Most platforms have solid algorithms that are capable of optimizing bidding strategies without your intervention.</p><p>Manual bidding can be successful, but you need to do a lot of research to understand how to optimize your PPC campaigns.</p><h2 id="how-to-prepare-for-a-ppc-campaign">How to Prepare for a PPC Campaign</h2><p>You have to take a few preliminary steps before beginning to set up a PPC campaign. </p><p>Here’s what to do.</p><h3 id="review-your-competitor’s-ppc-campaigns">Review Your Competitor’s PPC Campaigns</h3><p>Conducting a competitive analysis is a great way to gain inspiration for your campaign. Because it helps you learn what’s worked for your rivals.</p><p>You can do this for search ads using Semrush’s <a href="https://www.semrush.com/analytics/adwords/">Advertising Research</a> tool. </p><p>Enter a competitor’s domain into the search bar. And click “<strong>Search</strong>.”</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/87/91/879105fe3182cd103eba31cd6788de45/be75d214c5e4a018783b08fb6163c18a/kVRazt6k9pP4VvwD-gL8y0am-HMrH2cRRUygTsk8jiEEqnCtK04u-Ll-4uWVW1ckzID7MsCQW0pUbx0fMp8iXgrwMYKJ2He2v2oABU9arukdNWb2IrxHqBrfQuys-8inkWEVuUH5d8Ywn_2zaAZOxvg.webp" type="image/webp"/><img alt=""tripadvisor.com" entered into the Advertising Research search bar" data-original="https://static.semrush.com/blog/uploads/media/87/91/879105fe3182cd103eba31cd6788de45/be75d214c5e4a018783b08fb6163c18a/original.png" height="418" loading="lazy" src="https://static.semrush.com/blog/uploads/media/87/91/879105fe3182cd103eba31cd6788de45/be75d214c5e4a018783b08fb6163c18a/kVRazt6k9pP4VvwD-gL8y0am-HMrH2cRRUygTsk8jiEEqnCtK04u-Ll-4uWVW1ckzID7MsCQW0pUbx0fMp8iXgrwMYKJ2He2v2oABU9arukdNWb2IrxHqBrfQuys-8inkWEVuUH5d8Ywn_2zaAZOxvg.png" width="1010"/></picture></figure><p>The “Positions” tab will show first.</p><p>You’ll be able to see how many keywords they’re bidding on, their estimated paid traffic, and the cost of that traffic.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/cd/3f/cd3f51cec8ef51722bd6f4904a8926c7/2c36798b50f6ab3b9308994cc6cd6579/c9nbT673eoJ5gvZUpQIYiacAtGaHDcG9AjQuNRAgVlcPzwZhdqNErXXYyeAgW-yRiluluf4e_PKCOuxCIwOiTCborLbj23BX-vSWF5Yjxn89qQBBsHdppNgHDH2NkutE6r3l515J1MKl8v08dT6AUw0.webp" type="image/webp"/><img alt="Postions tab in Advertising Research tool" data-original="https://static.semrush.com/blog/uploads/media/cd/3f/cd3f51cec8ef51722bd6f4904a8926c7/2c36798b50f6ab3b9308994cc6cd6579/original.jpeg" height="855" loading="lazy" src="https://static.semrush.com/blog/uploads/media/cd/3f/cd3f51cec8ef51722bd6f4904a8926c7/2c36798b50f6ab3b9308994cc6cd6579/c9nbT673eoJ5gvZUpQIYiacAtGaHDcG9AjQuNRAgVlcPzwZhdqNErXXYyeAgW-yRiluluf4e_PKCOuxCIwOiTCborLbj23BX-vSWF5Yjxn89qQBBsHdppNgHDH2NkutE6r3l515J1MKl8v08dT6AUw0.jpeg" width="1010"/></picture></figure><p>Now, look at the “Paid Search Positions” table to find the exact keywords your competitor is bidding. And see related data.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/b8/cc/b8ccc57f18fea59da003c7d07c43ff89/c1aa734f4f42c35fa7621b63c8e11a8a/797pjCm3vw2573qO6T0qxHfrWrWQPNS0VGGZg_4I_ttyJO1KLwh8UL7hk5hyFGSDL1PE_y_yc2dxhnuw3MoA5cmI0-ogTgFo8n_1Jj8IoFgSow6a4ohj1N-U-Pjujy7ZPe0SA_dSaWPc-mPyTOrL6wM.webp" type="image/webp"/><img alt="“Paid Search Positions” table in Advertising Research" data-original="https://static.semrush.com/blog/uploads/media/b8/cc/b8ccc57f18fea59da003c7d07c43ff89/c1aa734f4f42c35fa7621b63c8e11a8a/original.jpeg" height="1007" loading="lazy" src="https://static.semrush.com/blog/uploads/media/b8/cc/b8ccc57f18fea59da003c7d07c43ff89/c1aa734f4f42c35fa7621b63c8e11a8a/797pjCm3vw2573qO6T0qxHfrWrWQPNS0VGGZg_4I_ttyJO1KLwh8UL7hk5hyFGSDL1PE_y_yc2dxhnuw3MoA5cmI0-ogTgFo8n_1Jj8IoFgSow6a4ohj1N-U-Pjujy7ZPe0SA_dSaWPc-mPyTOrL6wM.jpeg" width="1010"/></picture></figure><p>Next, go to the “<strong>Ads Copies</strong>” tab.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/a9/e4/a9e472e9029ea6031bfa55cfde15e3c9/613dda040d2737588500a5afb7ec838b/zEMwwDnUIwsCrq1IJi08bkSLS4NGqa-IgVI4aE5-EUB8l-zny-Ow7O7Nu2zz9r4ChhR8Vx6fOoYLUdPcj6hz5mvn8RrbFWiL70vyPCVt9pFuXzyF7madyihGEXHG2f2NXbJIR6FXu3FYtujttRcHSUI.webp" type="image/webp"/><img alt="“Ads Copies” tab for "tripadvisor,com" in Advertising Research tool" data-original="https://static.semrush.com/blog/uploads/media/a9/e4/a9e472e9029ea6031bfa55cfde15e3c9/613dda040d2737588500a5afb7ec838b/original.jpeg" height="798" loading="lazy" src="https://static.semrush.com/blog/uploads/media/a9/e4/a9e472e9029ea6031bfa55cfde15e3c9/613dda040d2737588500a5afb7ec838b/zEMwwDnUIwsCrq1IJi08bkSLS4NGqa-IgVI4aE5-EUB8l-zny-Ow7O7Nu2zz9r4ChhR8Vx6fOoYLUdPcj6hz5mvn8RrbFWiL70vyPCVt9pFuXzyF7madyihGEXHG2f2NXbJIR6FXu3FYtujttRcHSUI.jpeg" width="1010"/></picture></figure><p>This report will show you the exact copy your competitor used in their search ads for the selected time range. And which keywords they’re bidding on.</p><p>Don’t be afraid to take inspiration from these.</p><p>Finally, visit the “<strong>Pages</strong>” tab to find all of the landing pages your competitors are driving to from their PPC campaigns.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/3b/30/3b309284c85e096368b9b1f957eec116/501ea11fb1e35232ed3d3d5ace9cfb92/XF4yr5aOtTXSQxwytDEHOjI41G81m3uUXwsrdj0h2uudRmlNkbgzr6E7Xx4VmVVQA80320M3PWUD-lvT1dfZTVJ82ly2XvAIPQugJI9trjZzjTALMGYaFCqLs94t4rzzI-bWLc3qDERNMt-255lUuL8.webp" type="image/webp"/><img alt="“Paid Pages” table in Advertising Research" data-original="https://static.semrush.com/blog/uploads/media/3b/30/3b309284c85e096368b9b1f957eec116/501ea11fb1e35232ed3d3d5ace9cfb92/original.jpeg" height="766" loading="lazy" src="https://static.semrush.com/blog/uploads/media/3b/30/3b309284c85e096368b9b1f957eec116/501ea11fb1e35232ed3d3d5ace9cfb92/XF4yr5aOtTXSQxwytDEHOjI41G81m3uUXwsrdj0h2uudRmlNkbgzr6E7Xx4VmVVQA80320M3PWUD-lvT1dfZTVJ82ly2XvAIPQugJI9trjZzjTALMGYaFCqLs94t4rzzI-bWLc3qDERNMt-255lUuL8.jpeg" width="1010"/></picture></figure><div></div><h3 id="find-your-audience">Find Your Audience</h3><p>Audience research will help you narrow down to a distinct market segment. To improve your overall results.</p><p>Semrush’s <a href="https://www.semrush.com/analytics/one2target/">One2Target</a> lets you uncover the demographic, socioeconomic, and psychographic audience for your target audience.</p><p>Open the tool, make sure “<strong>Check Competitors</strong>” is selected, input 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/7f/52/7f528e462a0c4cc752549608fd33c639/bc3fa14c1944d1c825d0978f64434415/LNoAuPka0_6xHEmx8FK8UqRf4E2fRxwjYBY3OEdN2mXGJxK0WVvnYRhdRO_6nm2_GyCQSyxuucQpRIfqohYuJIhUhrI3da0z3TRAX7nWM3GGdtPkk5oizbZJT3D9y8c7Ly488202tJOPIZar8hvXLHw.webp" type="image/webp"/><img alt="One2Target tool search bar" data-original="https://static.semrush.com/blog/uploads/media/7f/52/7f528e462a0c4cc752549608fd33c639/bc3fa14c1944d1c825d0978f64434415/original.png" height="513" loading="lazy" src="https://static.semrush.com/blog/uploads/media/7f/52/7f528e462a0c4cc752549608fd33c639/bc3fa14c1944d1c825d0978f64434415/LNoAuPka0_6xHEmx8FK8UqRf4E2fRxwjYBY3OEdN2mXGJxK0WVvnYRhdRO_6nm2_GyCQSyxuucQpRIfqohYuJIhUhrI3da0z3TRAX7nWM3GGdtPkk5oizbZJT3D9y8c7Ly488202tJOPIZar8hvXLHw.png" width="1010"/></picture></figure><p>The “Demographics” report will appear. And give you a breakdown of the audience’s age, country, and more.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/5f/52/5f52b924d2f51ac393be50c920f098c6/976d0c50ffa19d6bf70a1170c815f66e/yW8_Lvq-JWNJi2peoNhcweFm2ynHxWe4YAUrPTzX72UhVviSlqfVk6T0Vlj0zsDcSpyDn0db-Hma5qH_ly1TOO4lGUEN8yCuyQjrj7j4VpY-zAIWfAZHxUhZMAlRjA-d3fsh2MTKMypwiRPS9Pu5DNs.webp" type="image/webp"/><img alt=""Demographics" report in One2Target tool" data-original="https://static.semrush.com/blog/uploads/media/5f/52/5f52b924d2f51ac393be50c920f098c6/976d0c50ffa19d6bf70a1170c815f66e/original.jpeg" height="1600" loading="lazy" src="https://static.semrush.com/blog/uploads/media/5f/52/5f52b924d2f51ac393be50c920f098c6/976d0c50ffa19d6bf70a1170c815f66e/yW8_Lvq-JWNJi2peoNhcweFm2ynHxWe4YAUrPTzX72UhVviSlqfVk6T0Vlj0zsDcSpyDn0db-Hma5qH_ly1TOO4lGUEN8yCuyQjrj7j4VpY-zAIWfAZHxUhZMAlRjA-d3fsh2MTKMypwiRPS9Pu5DNs.jpeg" width="1010"/></picture></figure><p>Now, let’s click on “<strong>Socioeconomics</strong>.” You’ll see the audience’s household income and size, employment status, and education level.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/4e/c9/4ec9f205be6bcaa4b44cc616c37f56c7/af1bb21a9d997ea2f017346d1a0d19ce/FdxNuqrcyC8GJkJMIkm4ZLC65KzTa4AZmjg-Dw2JJRzUX3dzwIMte3IrVXbmQa2R8cENvKxcXOcfttIs127d9C0VY_cOFJJAvNMylTnDUVK6u3-Aun5xPRCp1fb-ps5x1zS2N8OWcaAvxdYT3-YhtW0.webp" type="image/webp"/><img alt=""Socioeconomics" report in One2Target tool" data-original="https://static.semrush.com/blog/uploads/media/4e/c9/4ec9f205be6bcaa4b44cc616c37f56c7/af1bb21a9d997ea2f017346d1a0d19ce/original.jpeg" height="1217" loading="lazy" src="https://static.semrush.com/blog/uploads/media/4e/c9/4ec9f205be6bcaa4b44cc616c37f56c7/af1bb21a9d997ea2f017346d1a0d19ce/FdxNuqrcyC8GJkJMIkm4ZLC65KzTa4AZmjg-Dw2JJRzUX3dzwIMte3IrVXbmQa2R8cENvKxcXOcfttIs127d9C0VY_cOFJJAvNMylTnDUVK6u3-Aun5xPRCp1fb-ps5x1zS2N8OWcaAvxdYT3-YhtW0.jpeg" width="1010"/></picture></figure><p>Finally, go to the “<strong>Behavior</strong>” tab to get data on interests, social media usage, and device type.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/02/e3/02e320f6bfc339fa1bac0d686102b0d8/761ecdfc62612158bd807352594c0606/OWu_lBSNJDDuFQG8DYH7pbEUhCu4bgcn8mSBvA0ORVE313GfdjhVbJ129B3HfARufyZTqw7gKdbdDXIa5xPePkJ7WXwHWTHUyIY9gk43wUxqW5Mx8cQusEakcwpVJWdFHWOlpnQFzdIyyIPhFd5Vj2k.webp" type="image/webp"/><img alt=""Behavior" report in One2Target tool" data-original="https://static.semrush.com/blog/uploads/media/02/e3/02e320f6bfc339fa1bac0d686102b0d8/761ecdfc62612158bd807352594c0606/original.jpeg" height="1180" loading="lazy" src="https://static.semrush.com/blog/uploads/media/02/e3/02e320f6bfc339fa1bac0d686102b0d8/761ecdfc62612158bd807352594c0606/OWu_lBSNJDDuFQG8DYH7pbEUhCu4bgcn8mSBvA0ORVE313GfdjhVbJ129B3HfARufyZTqw7gKdbdDXIa5xPePkJ7WXwHWTHUyIY9gk43wUxqW5Mx8cQusEakcwpVJWdFHWOlpnQFzdIyyIPhFd5Vj2k.jpeg" width="1010"/></picture></figure><p>All this information can help you better understand who you’re speaking to. And what type of messaging will resonate with them. </p><h2 id="step-by-step-guide-to-launching-a-ppc-campaign">Step-by-Step Guide to Launching a PPC Campaign</h2><p>Follow along to learn how to set up a search campaign in Google Ads. </p><p>Each platform will have a slightly different set of steps, but the overarching process will be the same.</p><h3 id="1--select-your-goal">1. Select Your Goal</h3><p>Almost all platforms will have a campaign objective (or goal). </p><p>In Google Ads, your options are: sales, leads, website traffic, awareness and consideration, app promotion, local store visits and promotions, and an option to customize your own goal.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/d8/2a/d82a54c4eb063946e36fc0d83ecf93f0/ec6a55ff6bf310ca47fc90fd2529fa55/qriSy3pHr9L5yluiIwHm8IHrmpawCLCIUX73-1h_6Inu7RFSDf9iSF62NdZPAGUggk1Vs_H6X77thU3QrgJzWc88uRD2Ab2424A2eRIC1dH7xm93yCBOeU1QjTRBbkFMjG7_ZsfbXWTuN89Ft7nGIt0.webp" type="image/webp"/><img alt="Choosing a campaign objective in Google Ads" data-original="https://static.semrush.com/blog/uploads/media/d8/2a/d82a54c4eb063946e36fc0d83ecf93f0/ec6a55ff6bf310ca47fc90fd2529fa55/original.png" height="849" loading="lazy" src="https://static.semrush.com/blog/uploads/media/d8/2a/d82a54c4eb063946e36fc0d83ecf93f0/ec6a55ff6bf310ca47fc90fd2529fa55/qriSy3pHr9L5yluiIwHm8IHrmpawCLCIUX73-1h_6Inu7RFSDf9iSF62NdZPAGUggk1Vs_H6X77thU3QrgJzWc88uRD2Ab2424A2eRIC1dH7xm93yCBOeU1QjTRBbkFMjG7_ZsfbXWTuN89Ft7nGIt0.png" width="1010"/></picture></figure><p>Selecting an objective will influence the bidding structure and how and when your ad is shown. </p><p>Luckily, it’s quite easy to decide which objective is best. Here’s how:</p><ul> <li>Pick sales or leads if you intend to make sales</li> <li>Pick traffic, awareness and consideration, or local visits if you want to increase brand awareness</li> <li>Pick app installs if you want to drive more users to your app</li></ul><h3 id="2--conduct-keyword-research">2. Conduct Keyword Research</h3><p>Keywords are essential for search campaigns. Because they define the cases when users will see your ads (along with targeting).</p><p>For example, a user who searches for “wooden watch” may see your ad if you’re bidding on that keyword.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/bc/b9/bcb90b3a7561f51f7c52494eced161b7/89ede3467378587fe725595f4e502c2f/nM56XK-wQlB68_vyrE2HvfmRAVzOOLrU5bL8sH3sP6pBPaMJRHw6MHZRNUe1kexy7CZN50vqEirAyts5CagGig9E0M9W5oytDvqqPSLUjAHkWn-hgSweRpbDLULArDP-PsmNJ-D4uqNz7g_MD2mZpn0.webp" type="image/webp"/><img alt="A PPC ad on Google for the term “wooden watch”" data-original="https://static.semrush.com/blog/uploads/media/bc/b9/bcb90b3a7561f51f7c52494eced161b7/89ede3467378587fe725595f4e502c2f/original.jpeg" height="1446" loading="lazy" src="https://static.semrush.com/blog/uploads/media/bc/b9/bcb90b3a7561f51f7c52494eced161b7/89ede3467378587fe725595f4e502c2f/nM56XK-wQlB68_vyrE2HvfmRAVzOOLrU5bL8sH3sP6pBPaMJRHw6MHZRNUe1kexy7CZN50vqEirAyts5CagGig9E0M9W5oytDvqqPSLUjAHkWn-hgSweRpbDLULArDP-PsmNJ-D4uqNz7g_MD2mZpn0.jpeg" width="1010"/></picture></figure><p>You can find some keywords by using <a href="https://www.semrush.com/analytics/keywordgap/">Keyword Gap</a> to analyze yourself against your competitors. </p><p>Enter your domain and up to four competitors’ domains. Then, make sure to select “Paid Keywords” from the drop-down menus and click “<strong>Compare</strong>.”</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/90/f6/90f6aae9f2c8e5c09495cd452d3e251b/94a951f8be205488d05ce14502bc5bf8/mROngtuATUK0tvzBRQlNaIF-6JK6XkK2eP7sDChTK4GPLjR-CfMTDYNuQetc3DEuRFv6svat5d8fjs4kxqnKjDN0trgCispansBa_tXcNeM8jBR3sSZom55QpNPXSFdVHwPT3oAC0BJgtcsIXv4F5Pk.webp" type="image/webp"/><img alt="Competitors' domains entered into the Keyword Gap search bar" data-original="https://static.semrush.com/blog/uploads/media/90/f6/90f6aae9f2c8e5c09495cd452d3e251b/94a951f8be205488d05ce14502bc5bf8/original.png" height="736" loading="lazy" src="https://static.semrush.com/blog/uploads/media/90/f6/90f6aae9f2c8e5c09495cd452d3e251b/94a951f8be205488d05ce14502bc5bf8/mROngtuATUK0tvzBRQlNaIF-6JK6XkK2eP7sDChTK4GPLjR-CfMTDYNuQetc3DEuRFv6svat5d8fjs4kxqnKjDN0trgCispansBa_tXcNeM8jBR3sSZom55QpNPXSFdVHwPT3oAC0BJgtcsIXv4F5Pk.png" width="1010"/></picture></figure><p>Once you see the report, scroll down to the table. Then, make sure your domain is displayed next to “All keyword details for:” and select the “<strong>Missing</strong>” tab.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/c6/c4/c6c416eeda81eb4c7ec81bd0affe6c8c/7ac26d39ac31c1e07ed29beed88f3ff4/8_3naufW782ty19GW1_zfQY2DgKwnGB0677COmoCi8H0ktIV950YShGMynVQXYvr1iS36yWC6ZzLxy-fW7kqTyYYYjn-F8GExc-eV1SD8k2wlASccyZ81oN47_DrCVx7gqoIXe9mgL2K2LvjrcYBhRQ.webp" type="image/webp"/><img alt=""Missing" keywords table in Keyword Gap" data-original="https://static.semrush.com/blog/uploads/media/c6/c4/c6c416eeda81eb4c7ec81bd0affe6c8c/7ac26d39ac31c1e07ed29beed88f3ff4/original.png" height="448" loading="lazy" src="https://static.semrush.com/blog/uploads/media/c6/c4/c6c416eeda81eb4c7ec81bd0affe6c8c/7ac26d39ac31c1e07ed29beed88f3ff4/8_3naufW782ty19GW1_zfQY2DgKwnGB0677COmoCi8H0ktIV950YShGMynVQXYvr1iS36yWC6ZzLxy-fW7kqTyYYYjn-F8GExc-eV1SD8k2wlASccyZ81oN47_DrCVx7gqoIXe9mgL2K2LvjrcYBhRQ.png" width="1010"/></picture></figure><p>You’ll now see a list of keywords that all your competitors have paid rankings for but you don’t. </p><p>You can also see the monthly search volumes for those keywords, your competitors’ paid rankings, and the average CPC advertisers pay for each keyword. </p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/7e/3a/7e3ad994458ca5cdc98304f20cd0fdbc/9aabb4aab4eb30f2fc960c4a1640b7da/QwYUM2d-5Wdib-eKE5Qao8s_n2SXJRDwIRMCcUX1a11pRKu0gctX9mzBGbjcq27qszoxvkEw_C6LXhbmFCohlVMgwqPzwoZI7-KZqVfnZeVJ61ngZ7KCPh32bWl31LbpOJIs4M-DEK1NxNw9a3-CwlI.webp" type="image/webp"/><img alt=""Volume," and "CPC" columns highlighted in Keyword Gap's missing keywords table" data-original="https://static.semrush.com/blog/uploads/media/7e/3a/7e3ad994458ca5cdc98304f20cd0fdbc/9aabb4aab4eb30f2fc960c4a1640b7da/original.png" height="441" loading="lazy" src="https://static.semrush.com/blog/uploads/media/7e/3a/7e3ad994458ca5cdc98304f20cd0fdbc/9aabb4aab4eb30f2fc960c4a1640b7da/QwYUM2d-5Wdib-eKE5Qao8s_n2SXJRDwIRMCcUX1a11pRKu0gctX9mzBGbjcq27qszoxvkEw_C6LXhbmFCohlVMgwqPzwoZI7-KZqVfnZeVJ61ngZ7KCPh32bWl31LbpOJIs4M-DEK1NxNw9a3-CwlI.png" width="1010"/></picture></figure><p>From this list, identify relevant options you want to focus on for your PPC campaign. </p><p>You can use the Semrush’s <a href="https://www.semrush.com/analytics/keywordmagic/">Keyword Magic Tool</a> to find further options. </p><p>Input one of the keywords you want to bid on based on the terms you discovered during your gap analysis. Then, click “<strong>Search</strong>.”</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/9a/48/9a48ee7aeff3e0615d3e583fb77fe247/a26e70a13334323c8c5b1062196f784e/oxcuzTCcKpY6NRkVkI6s4nbLBxE-ahl2k3XpMn4S91GYL8XnxwFimuxCvVyKHy3XbejfTvZZ_3ZgE8tVtYK-th3YTlU4jWAPta2ehUoj85hOwv45x3QVZUdgsbAeF5XxWZVtOgmZOOgkEAThqRXx5-k.webp" type="image/webp"/><img alt=""wooden watches" entered into the Keyword Magic Tool search bar" data-original="https://static.semrush.com/blog/uploads/media/9a/48/9a48ee7aeff3e0615d3e583fb77fe247/a26e70a13334323c8c5b1062196f784e/original.png" height="405" loading="lazy" src="https://static.semrush.com/blog/uploads/media/9a/48/9a48ee7aeff3e0615d3e583fb77fe247/a26e70a13334323c8c5b1062196f784e/oxcuzTCcKpY6NRkVkI6s4nbLBxE-ahl2k3XpMn4S91GYL8XnxwFimuxCvVyKHy3XbejfTvZZ_3ZgE8tVtYK-th3YTlU4jWAPta2ehUoj85hOwv45x3QVZUdgsbAeF5XxWZVtOgmZOOgkEAThqRXx5-k.png" width="1010"/></picture></figure><p>You’ll then get a list of similar keywords. </p><p>Click the gear icon at the top of the table and select the checkbox next to “Competitive Density” to add it to the table. Review this metric as well as CPC when considering keywords. </p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/85/31/8531b6ad4a13a687089773838bb68762/fa5e3632610122b4f8d515e13719b65f/uQUofeWuaabTsVUFZ68pArOEvWvafpvcVSg78uYhKymmsq7bPG7n1x76le_J3_IXiYufMZcM6oJ2Fd_gkhMW7a3W1IAjc5HKhLUSoB-kSuOrV24nnjjx6GVTt3dL3H1sdugJNJJC1p0xrQKBf2yYygI.webp" type="image/webp"/><img alt="A list of related keywords to "wooden watches" in Keyword Magic Tool" data-original="https://static.semrush.com/blog/uploads/media/85/31/8531b6ad4a13a687089773838bb68762/fa5e3632610122b4f8d515e13719b65f/original.jpeg" height="938" loading="lazy" src="https://static.semrush.com/blog/uploads/media/85/31/8531b6ad4a13a687089773838bb68762/fa5e3632610122b4f8d515e13719b65f/uQUofeWuaabTsVUFZ68pArOEvWvafpvcVSg78uYhKymmsq7bPG7n1x76le_J3_IXiYufMZcM6oJ2Fd_gkhMW7a3W1IAjc5HKhLUSoB-kSuOrV24nnjjx6GVTt3dL3H1sdugJNJJC1p0xrQKBf2yYygI.jpeg" width="1010"/></picture></figure><p>Finally, take a look at the “Intent” column. </p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/97/61/9761e87c7852b32cdde5a5a4f19d5002/07ff8b79acccde081e8a95bd41e8ea0a/oBren4ThzS_IM8GAyamF1zPWwPt5nrlMZVy87zN2IUQcHeJgU99YtXJp9PCv_4zBnHTThYagzHf34qE4QDIk3qCfQwwNRiqLg4_Mwkfo3i-FBrVdYxRaLpyP8NlVCTQ0X3BxXZJ0T50NSdBkxLCzFNo.webp" type="image/webp"/><img alt=""Intent" column highlighted in Keyword Magic Tool" data-original="https://static.semrush.com/blog/uploads/media/97/61/9761e87c7852b32cdde5a5a4f19d5002/07ff8b79acccde081e8a95bd41e8ea0a/original.png" height="996" loading="lazy" src="https://static.semrush.com/blog/uploads/media/97/61/9761e87c7852b32cdde5a5a4f19d5002/07ff8b79acccde081e8a95bd41e8ea0a/oBren4ThzS_IM8GAyamF1zPWwPt5nrlMZVy87zN2IUQcHeJgU99YtXJp9PCv_4zBnHTThYagzHf34qE4QDIk3qCfQwwNRiqLg4_Mwkfo3i-FBrVdYxRaLpyP8NlVCTQ0X3BxXZJ0T50NSdBkxLCzFNo.png" width="1010"/></picture></figure><p>Here’s a rundown of the main intent categories and which types of campaigns they’re best for:</p><ul> <li><strong>Informational (I)</strong>: Means a user is looking for information. This can be good for awareness or traffic goals.</li> <li><strong>Navigational (N)</strong>: Means a user is looking for an exact webpage or brand. This can be used to bid on branded keywords (e.g., “slack integration” if your company has a Slack integration).</li> <li><strong>Commercial (C)</strong>: Means a user is investigating options or brands. This can be good for both sales and lead campaigns.</li> <li><strong>Transactional (T)</strong>: Means a user is looking to make a purchase. This is best for leads, sales, and app installs.</li></ul><p>Filter based on the intent that best aligns with your goal to get a good starting list for your PPC campaign.</p><div></div><h3 id="3--choose-your-bidding-strategy">3. Choose Your Bidding Strategy</h3><p>Next, you’ll need to choose your bidding strategy.</p><p>You can either add your maximum CPC limit now or at the keyword level.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/26/5c/265c802aae05de8cb7cdba1766002a05/37a96721392d1f754deb3a2680393ec2/M3n_4yhodpiI8fTG04KC-bZy-pzMjvS-efj1cb1Xjrrrcy2KbH8t1Qo6EIMzxSN7y4Ey3tc1U0-pctftBnwCVgVuVm-VZAxKd_KaQNsqbVDFrkJwqlGFwjTowGzjwCtpj5XoyuQZ3-Ka_eMT7ipCRL0.webp" type="image/webp"/><img alt="Bidding section in Google Ads" data-original="https://static.semrush.com/blog/uploads/media/26/5c/265c802aae05de8cb7cdba1766002a05/37a96721392d1f754deb3a2680393ec2/original.png" height="594" loading="lazy" src="https://static.semrush.com/blog/uploads/media/26/5c/265c802aae05de8cb7cdba1766002a05/37a96721392d1f754deb3a2680393ec2/M3n_4yhodpiI8fTG04KC-bZy-pzMjvS-efj1cb1Xjrrrcy2KbH8t1Qo6EIMzxSN7y4Ey3tc1U0-pctftBnwCVgVuVm-VZAxKd_KaQNsqbVDFrkJwqlGFwjTowGzjwCtpj5XoyuQZ3-Ka_eMT7ipCRL0.png" width="660"/></picture></figure><p>If you’re new to PPC campaigns and aren’t sure about the appropriate maximum CPC, review the averages you saw during your keyword research. </p><h3 id="4--select-your-campaign-settings">4. Select Your Campaign Settings</h3><p>Each search campaign includes a variety of audience targeting options to narrow down the audience based on the research you conducted.</p><p>Google Ads lets you target specific locations, languages, and audience segments (e.g, interests, demographics, etc).</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/df/c7/dfc7062dd7a592c0d60410c15f7527a3/7456fd4b0b11234a1a48c0bf02e2c11a/WjvVHj29-NirbKIFyW2mhwdusC00per1XXpSeEiHtAU3R-kgGW82xr5wylV1FAUxsn02CjemUdI6N2ISeDb03opY_nZ-3kyfC-fFlTYXS9H2HndCYr9SD4MSPHX0vRTuGliOZLs8rTAKD3yEHa7VBlg.webp" type="image/webp"/><img alt="Location, languages and audience segments campaign settings in Google Ads" data-original="https://static.semrush.com/blog/uploads/media/df/c7/dfc7062dd7a592c0d60410c15f7527a3/7456fd4b0b11234a1a48c0bf02e2c11a/original.jpeg" height="1600" loading="lazy" src="https://static.semrush.com/blog/uploads/media/df/c7/dfc7062dd7a592c0d60410c15f7527a3/7456fd4b0b11234a1a48c0bf02e2c11a/WjvVHj29-NirbKIFyW2mhwdusC00per1XXpSeEiHtAU3R-kgGW82xr5wylV1FAUxsn02CjemUdI6N2ISeDb03opY_nZ-3kyfC-fFlTYXS9H2HndCYr9SD4MSPHX0vRTuGliOZLs8rTAKD3yEHa7VBlg.jpeg" width="1010"/></picture></figure><p>Keep in mind that you can set up ad sets for each campaign. They’re basically collections of ads that are each a bit different.</p><h3 id="5--enter-your-keywords-and-write-compelling-ad-copy">5. Enter Your Keywords and Write Compelling Ad Copy</h3><p>Copy is the only thing incentivizing users to click on your search ad. So, it needs to be good and also incorporate your target keywords.</p><p>Start by entering the keywords you selected during research.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/51/23/5123bf294088f623734b2fb09f14f5e2/98c19093c1ad24779fd6a8acb8ae4a44/1PrZDjTwxENI6uzfFs7JOD8rZ8bnTS3Uw5TSn0isQvLlhCuym1vLbaXvvtakDL19dl7xLivEvN9ACIPVLt-ivd90NTHh5JcYtERy_cKjG1K0GiDS9UQfxxtn7CT5chEeZih9yZAkpaKzIGiC6On69P4.webp" type="image/webp"/><img alt=""Enter keywords" box in Google Ads" data-original="https://static.semrush.com/blog/uploads/media/51/23/5123bf294088f623734b2fb09f14f5e2/98c19093c1ad24779fd6a8acb8ae4a44/original.png" height="725" loading="lazy" src="https://static.semrush.com/blog/uploads/media/51/23/5123bf294088f623734b2fb09f14f5e2/98c19093c1ad24779fd6a8acb8ae4a44/1PrZDjTwxENI6uzfFs7JOD8rZ8bnTS3Uw5TSn0isQvLlhCuym1vLbaXvvtakDL19dl7xLivEvN9ACIPVLt-ivd90NTHh5JcYtERy_cKjG1K0GiDS9UQfxxtn7CT5chEeZih9yZAkpaKzIGiC6On69P4.png" width="1010"/></picture></figure><p>Next, write your copy in the space provided.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/68/23/6823961a0a76fb153c5fb39798b277d6/dbf37a58f14c6ffaa3e6dc8d3f1a1502/PSBkE-W7G4qva3vKRqmiMQde-FQbrXegZzuRp6ABim9zZS5gaGoH_-kLzybuXvw8Hy0uqu-VNSz8gSgsMFp-xG72yklB0vBMsIQigZwoD6rm3lEurhYMhwSGgmW8ZZUk6oo_bk4dy1FCHhJ7xeAKr68.webp" type="image/webp"/><img alt="Write the copy for your ad" data-original="https://static.semrush.com/blog/uploads/media/68/23/6823961a0a76fb153c5fb39798b277d6/dbf37a58f14c6ffaa3e6dc8d3f1a1502/original.jpeg" height="1143" loading="lazy" src="https://static.semrush.com/blog/uploads/media/68/23/6823961a0a76fb153c5fb39798b277d6/dbf37a58f14c6ffaa3e6dc8d3f1a1502/PSBkE-W7G4qva3vKRqmiMQde-FQbrXegZzuRp6ABim9zZS5gaGoH_-kLzybuXvw8Hy0uqu-VNSz8gSgsMFp-xG72yklB0vBMsIQigZwoD6rm3lEurhYMhwSGgmW8ZZUk6oo_bk4dy1FCHhJ7xeAKr68.jpeg" width="1010"/></picture></figure><p>Keep in mind what you learned based on the copy your competitors are using as well as the keywords Google Ads recommends using. But experiment on your own as well.</p><p>Many companies will put their unique selling propositions (USPs) in the title to make themselves stand out. </p><p>For example, you might include stand-out selling points like “natural materials,” and “craftsmanship” in your headlines if you’re creating ads promoting your watches.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/bc/a3/bca32a880695b2fcf8838732b4ba6d40/2bb90f48e571ae4737758f81a3d1a4b2/_DpItvMTZc4W9NOozj6-FT9ziNna_RUzIfP3adYPWz6XqO1g0XACMfe3ckmjIz_m7Xxim33Y4aaNrITZDA6BdFFf_kl4gXMPSeCCJoERrcmPrATtJKXJD5VX27Rr5md2YrqIiETN4DQMLEPyH023Zus.webp" type="image/webp"/><img alt="“natural materials,” and “craftsmanship” keywords highlighted in a PPC ad on Google" data-original="https://static.semrush.com/blog/uploads/media/bc/a3/bca32a880695b2fcf8838732b4ba6d40/2bb90f48e571ae4737758f81a3d1a4b2/original.png" height="758" loading="lazy" src="https://static.semrush.com/blog/uploads/media/bc/a3/bca32a880695b2fcf8838732b4ba6d40/2bb90f48e571ae4737758f81a3d1a4b2/_DpItvMTZc4W9NOozj6-FT9ziNna_RUzIfP3adYPWz6XqO1g0XACMfe3ckmjIz_m7Xxim33Y4aaNrITZDA6BdFFf_kl4gXMPSeCCJoERrcmPrATtJKXJD5VX27Rr5md2YrqIiETN4DQMLEPyH023Zus.png" width="1010"/></picture></figure><p>Make sure your descriptions always include a CTA like “buy,” “get,” “try,” “discover,” etc. And don’t be afraid to include sentence fragments or omit words to remain within character limits.</p><p>You can also experiment with writing out numbers in different ways (“1K” vs. “1,000” vs. “1 000”). And including or excluding your brand name. </p><p>Don’t forget about including ad assets, either.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/37/72/37728b644cbad0adc5f7f6cdddb0f15b/bb42cb9422c15a12021acae214509f64/B3154M8kUXAatudFcZ7l-m7bxaeRriOh9USewKbIueYXD4q_E_ykGbK5YkBspaPUESzqx9-8yfuSylQGhBMU2rnVpIKFx01xODyAzQsLgV94l9BuBuJodrjzTURO1UCpYFs2V1COkTo9w2YDO2aAI8I.webp" type="image/webp"/><img alt="PPC ad assets on Google" data-original="https://static.semrush.com/blog/uploads/media/37/72/37728b644cbad0adc5f7f6cdddb0f15b/bb42cb9422c15a12021acae214509f64/original.png" height="516" loading="lazy" src="https://static.semrush.com/blog/uploads/media/37/72/37728b644cbad0adc5f7f6cdddb0f15b/bb42cb9422c15a12021acae214509f64/B3154M8kUXAatudFcZ7l-m7bxaeRriOh9USewKbIueYXD4q_E_ykGbK5YkBspaPUESzqx9-8yfuSylQGhBMU2rnVpIKFx01xODyAzQsLgV94l9BuBuJodrjzTURO1UCpYFs2V1COkTo9w2YDO2aAI8I.png" width="1010"/></picture></figure><p>You get more visual real estate and often a clearer CTA for the user.</p><aside class="tip-box"><div class="tip-box_title"><p><em><strong>Pro tip</strong></em></p></div><div class="tip-box_text-wrapper"><p><em>Google Ads lets you input multiple headlines and descriptions. The platform will then mix them up to find the best possible option.</em></p></div></aside><h3 id="5--optimize-your-landing-page">5. Optimize Your Landing Page</h3><p>Your PPC campaign’s ads will have to point to a landing page. And it should clearly match the keyword intent and offer a great user experience.</p><p>Let’s say you’re in software sales. Focus on clearly showing the product in the landing page hero space, including a clear purchase button, and incorporating descriptions that are easy to understand.</p><p>If you listed various USPs in your ad copy, make sure they’re represented on the landing page as well. Like this page:</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/fd/bf/fdbf0432cfe939d645b4410c49d30b66/1e12ec89b20cbfbcbb131bf90284590c/ddH-cfU2QNImR8PwjJnzYWPoRhEV316H2c2msTz8gNtR-mzKa1LtYgnVQ1cS8KMba5VRJw3HuqwcRE8LT9h-d_Zl5C4AzLRpKTsPAYHdJn3FZwjHf420liIiyhILr0gXtvngGcCrZi2frLQhm5DrvsI.webp" type="image/webp"/><img alt=""Benefits from the advanced features" section of a landing page" data-original="https://static.semrush.com/blog/uploads/media/fd/bf/fdbf0432cfe939d645b4410c49d30b66/1e12ec89b20cbfbcbb131bf90284590c/original.jpeg" height="1197" loading="lazy" src="https://static.semrush.com/blog/uploads/media/fd/bf/fdbf0432cfe939d645b4410c49d30b66/1e12ec89b20cbfbcbb131bf90284590c/ddH-cfU2QNImR8PwjJnzYWPoRhEV316H2c2msTz8gNtR-mzKa1LtYgnVQ1cS8KMba5VRJw3HuqwcRE8LT9h-d_Zl5C4AzLRpKTsPAYHdJn3FZwjHf420liIiyhILr0gXtvngGcCrZi2frLQhm5DrvsI.jpeg" width="1010"/></picture></figure><p>Adding reviews, testimonials, and other social proof can also work well. Because those elements help build trust.</p><p>But avoid including anything that can slow down the page load time. So you don’t negatively impact the user experience.</p><p>Finally, make navigating the page as simple as possible. By avoiding too many links or buttons that lead to other pages.</p><h3 id="6--set-your-budget">6. Set Your Budget</h3><p>You assign your daily budget in Google Ads in the final step by making a simple selection. Which is then used to pay for the clicks.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/01/ac/01accd51f9cd360480defec61d610a2e/e4c93a31376440ffaae5852a11c9e681/KQo2Hdj0zXpjjdgD2s53A9wzYK4YAnCoRQk6zp0h8Oit8T3UvgIQDnn11k9Oxo4i4vekg4P600AXNhO7_oNWowFtGIPDv3zhddcw3rvvmVxdGMkVqDcVrDSyw93--OuGur7ZzaiFJVXRjLPwXHopZWY.webp" type="image/webp"/><img alt="Budget section in Google Ads" data-original="https://static.semrush.com/blog/uploads/media/01/ac/01accd51f9cd360480defec61d610a2e/e4c93a31376440ffaae5852a11c9e681/original.png" height="913" loading="lazy" src="https://static.semrush.com/blog/uploads/media/01/ac/01accd51f9cd360480defec61d610a2e/e4c93a31376440ffaae5852a11c9e681/KQo2Hdj0zXpjjdgD2s53A9wzYK4YAnCoRQk6zp0h8Oit8T3UvgIQDnn11k9Oxo4i4vekg4P600AXNhO7_oNWowFtGIPDv3zhddcw3rvvmVxdGMkVqDcVrDSyw93--OuGur7ZzaiFJVXRjLPwXHopZWY.png" width="1010"/></picture></figure><p>Google will give you three recommended options. And a custom budget option where you can assign a daily budget of any size.</p><p>You’ll also get an estimation of the weekly number of clicks, average CPC, and the weekly cost.</p><aside class="tip-box"><div class="tip-box_title"><p><em><strong>Note</strong></em></p></div><div class="tip-box_text-wrapper"><p><em>Your actual spend may vary each day. Because Google uses a monthly basis, your maximum spend over the course of a month won’t be more than your daily budget times the number of days.</em></p></div></aside><h3 id="7--monitor-and-optimize-your-campaigns">7. Monitor and Optimize Your Campaigns</h3><p>You can make tweaks to PPC campaigns while they’re live to get better results. Which is often a good idea.</p><p>But you first need to understand what good performance is. Which is challenging if you’ve never run a search campaign before. </p><p>So, start by looking at <a href="https://adclicks.app/blog/ppc/search-industry-benchmarks/">industry benchmarks for PPC campaigns</a> to get a good idea on what results can be considered good.</p><p>Once you’ve run a few campaigns, you can then look at them for benchmarks.</p><p>Then, look at the data in Google Ads. And pay attention to these key metrics:</p><ul> <li>CTR</li> <li>Conversion rate</li> <li>Impressions</li> <li>Clicks</li> <li>CPC</li></ul><p>It’s also a good idea to supplement this information with external data. Which you can do with Semrush’s <a href="https://www.semrush.com/position-tracking/">Position Tracking</a> tool:</p><p>Open the tool, enter your domain, and click “<strong>Set up tracking</strong>.”</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/39/f5/39f54b5177c9ec63569c701470a6eb4f/734282f3ebfde1ae482123f87ec6cd5d/myKDX564MRKGittgSL5wU39yDhCclWwde1MQbAm1KStn44Gx6VOjaEdYZIJCpv02gQ0NXpXd_dXEsCQYpdnBjYs7oaK51ILYYP-B_HdSOH9OskYtrHBRwWI1Y2Cgf-kOAt1T28J04KiRFMZ-gc0ptt8.webp" type="image/webp"/><img alt="Position Tracking tool search bar" data-original="https://static.semrush.com/blog/uploads/media/39/f5/39f54b5177c9ec63569c701470a6eb4f/734282f3ebfde1ae482123f87ec6cd5d/original.png" height="424" loading="lazy" src="https://static.semrush.com/blog/uploads/media/39/f5/39f54b5177c9ec63569c701470a6eb4f/734282f3ebfde1ae482123f87ec6cd5d/myKDX564MRKGittgSL5wU39yDhCclWwde1MQbAm1KStn44Gx6VOjaEdYZIJCpv02gQ0NXpXd_dXEsCQYpdnBjYs7oaK51ILYYP-B_HdSOH9OskYtrHBRwWI1Y2Cgf-kOAt1T28J04KiRFMZ-gc0ptt8.png" width="1010"/></picture></figure><p>Follow the <a href="https://www.semrush.com/kb/548-configuring-position-tracking">Position Tracking configuration guide</a> to complete all the steps in the setup wizard. And make sure to add all the keywords you’re targeting with your PPC ads.</p><p>Then, click “<strong>Start Tracking</strong>.”</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/59/9c/599cef6644e0de622bdb56bfe485e212/996cbd9fab86d6c5de91f6ed11a520e4/rTju0rvclyBrgHyXVycuevUSqmOcdABXJ929GU_28pMGQDgA2qkw9dK7DZG6K8rnsQ2hhLQW3RKm7b4LSPtwxA1BIReXu-KhToQDw-3AXOp9Hr-vfCgxXp5lqsMhEnfoUY8hyA7t-cKG0fuTxz4fYcM.webp" type="image/webp"/><img alt=""Keywords" window in Position Tracking settings" data-original="https://static.semrush.com/blog/uploads/media/59/9c/599cef6644e0de622bdb56bfe485e212/996cbd9fab86d6c5de91f6ed11a520e4/original.png" height="1120" loading="lazy" src="https://static.semrush.com/blog/uploads/media/59/9c/599cef6644e0de622bdb56bfe485e212/996cbd9fab86d6c5de91f6ed11a520e4/rTju0rvclyBrgHyXVycuevUSqmOcdABXJ929GU_28pMGQDgA2qkw9dK7DZG6K8rnsQ2hhLQW3RKm7b4LSPtwxA1BIReXu-KhToQDw-3AXOp9Hr-vfCgxXp5lqsMhEnfoUY8hyA7t-cKG0fuTxz4fYcM.png" width="1010"/></picture></figure><p>Once the tool is set up, you’ll see the “Landscape” tab. </p><p>Click the gear icon in the upper right corner and select the circle next to “<strong>Google Ads</strong>” under “Type.”</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/03/51/0351245819b76fb5003f7fc0cf77f3c2/0b077bbff15792651ac0283258051a90/i10KzZTcVliVCPOSeQ4met_nFxTC11fwafWyc14JgKSg7-guRuJFWxYzPGhYtHwD085bjTkYGk1wkh4vOV1Fh91-LdMrv8Q8xR_YKoX8H1dZmnntaxMevro7z3N4FcJhxrBqXpvKaAsTMzBcNRPg20A.webp" type="image/webp"/><img alt="“Google Ads” selected under “Type" drop-down menu" data-original="https://static.semrush.com/blog/uploads/media/03/51/0351245819b76fb5003f7fc0cf77f3c2/0b077bbff15792651ac0283258051a90/original.jpeg" height="622" loading="lazy" src="https://static.semrush.com/blog/uploads/media/03/51/0351245819b76fb5003f7fc0cf77f3c2/0b077bbff15792651ac0283258051a90/i10KzZTcVliVCPOSeQ4met_nFxTC11fwafWyc14JgKSg7-guRuJFWxYzPGhYtHwD085bjTkYGk1wkh4vOV1Fh91-LdMrv8Q8xR_YKoX8H1dZmnntaxMevro7z3N4FcJhxrBqXpvKaAsTMzBcNRPg20A.jpeg" width="1010"/></picture></figure><p>You’ll now see high-level information about your paid keyword rankings and how they’ve changed.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/f1/47/f147f31c59dec5b74af2c1867d79b32c/9ce9c3bcfd06df124c3f40717044bebe/3gykerEiK9FRsDSY2EMj3u_VohjgPD6-EPNhlKDRBrNeLjBivHu0ckGJATaKckWbmkJuZtHWfkP5PEVyIGgb-P4PtiuwDSSCu3zVGONRRHfWL2MNrIxoYPkK4hi2yveXNGztviFT_oZqaUeWtNSBjfc.webp" type="image/webp"/><img alt=""Landscape" report in Position Tracking tool" data-original="https://static.semrush.com/blog/uploads/media/f1/47/f147f31c59dec5b74af2c1867d79b32c/9ce9c3bcfd06df124c3f40717044bebe/original.jpeg" height="1213" loading="lazy" src="https://static.semrush.com/blog/uploads/media/f1/47/f147f31c59dec5b74af2c1867d79b32c/9ce9c3bcfd06df124c3f40717044bebe/3gykerEiK9FRsDSY2EMj3u_VohjgPD6-EPNhlKDRBrNeLjBivHu0ckGJATaKckWbmkJuZtHWfkP5PEVyIGgb-P4PtiuwDSSCu3zVGONRRHfWL2MNrIxoYPkK4hi2yveXNGztviFT_oZqaUeWtNSBjfc.jpeg" width="1010"/></picture></figure><p>Head to the “<strong>Overview</strong>” tab for a more detailed look at all your paid search rankings.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/72/4e/724e1d2c9ad92cd87b0ef83db21fab24/9946048b50685cd20da2345bd4ddfb56/arRsFD_sBsDJhTu69my5qPjS6UYJ6pRJbQ96jB0Ua-tWx5xa6uHJ09iox0PMuF_QvTQwjen9gSxmHHQzBzmXLBeFttP8GuaWRWN9m7WvhV5kV05gzivjVczVllrJ1MtWuhG0pzqBu4qzyo0vJKTTgOI.webp" type="image/webp"/><img alt=""Overview" report dashboard in Position Tracking tool" data-original="https://static.semrush.com/blog/uploads/media/72/4e/724e1d2c9ad92cd87b0ef83db21fab24/9946048b50685cd20da2345bd4ddfb56/original.jpeg" height="854" loading="lazy" src="https://static.semrush.com/blog/uploads/media/72/4e/724e1d2c9ad92cd87b0ef83db21fab24/9946048b50685cd20da2345bd4ddfb56/arRsFD_sBsDJhTu69my5qPjS6UYJ6pRJbQ96jB0Ua-tWx5xa6uHJ09iox0PMuF_QvTQwjen9gSxmHHQzBzmXLBeFttP8GuaWRWN9m7WvhV5kV05gzivjVczVllrJ1MtWuhG0pzqBu4qzyo0vJKTTgOI.jpeg" width="1010"/></picture></figure><p>Next, go to the “<strong>Competitors Discovery</strong>” tab to see who your closest competitors are. And how you compare.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/59/27/59272d03027f5a3d4fb649716aa1c913/9743f4234c5bc5a0555f65bf04a01fb6/iBEzw4fbzZ7a3638iEnzAKtHfqxvvYtelDgyNgzGC7UMPdoSHdQ3AhmtT46Byc1bElVoWsTrjF7aPWvh6eJqJmnmrE75cbL3HIkWdbloiFPjTVLHjy6_7gxqSdxyXrY87l90eUCUt8TftUlnqjfEiOw.webp" type="image/webp"/><img alt=""Competitors Discovery" tab in Position Tracking tool" data-original="https://static.semrush.com/blog/uploads/media/59/27/59272d03027f5a3d4fb649716aa1c913/9743f4234c5bc5a0555f65bf04a01fb6/original.jpeg" height="760" loading="lazy" src="https://static.semrush.com/blog/uploads/media/59/27/59272d03027f5a3d4fb649716aa1c913/9743f4234c5bc5a0555f65bf04a01fb6/iBEzw4fbzZ7a3638iEnzAKtHfqxvvYtelDgyNgzGC7UMPdoSHdQ3AhmtT46Byc1bElVoWsTrjF7aPWvh6eJqJmnmrE75cbL3HIkWdbloiFPjTVLHjy6_7gxqSdxyXrY87l90eUCUt8TftUlnqjfEiOw.jpeg" width="1010"/></picture></figure><p>The Position Tracking tool also alerts you about any sudden, large changes.</p><p>If you notice something you want to improve based on your position changes or your data from within Google Ads, you can adjust either your ads or your landing page. </p><p>For example, let’s say you have lots of impressions and a good CTR but a low number of sales or conversions. That could indicate something is wrong with the landing page.</p><p>So, try experimenting with the landing page copy, images, and CTAs.</p><p>Or perhaps you’re getting few impressions and have a bad CTR, but you’re getting a decent number of sales or conversions considering that. This indicates that you may need to adjust the ads themselves.</p><p>In this case, you can modify your ads by testing different USPs, appealing to a particular pain point, or even adjusting your keywords. </p><h2 id="ppc-advertising-platforms">PPC Advertising Platforms</h2><p>Google Ads isn’t the only platform for PPC ads. </p><p>Here’s a quick rundown of the options:</p><h3 id="google-ads">Google Ads</h3><p>Google Ads makes it possible to reach nearly any audience. And offers numerous targeting options.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/8c/61/8c61b304b67f5e7e2dd20c3b58c0ef0d/b88a5c34bbf9b032213263fdfb54711d/_XwLCzsJh_8NOmshZlc8q8u3roreZaQ9EFaRGYa8mVLngCsVXFFGQJXlp0_IDkBt5qNp3lyv5mqxUawaV3MrNI1Uw8fkSH-3V4jhczvd_Kt_v4IY2t9PFY1XieaHZ4MvrIHdlm7zfNFltSqfUZYbrOU.webp" type="image/webp"/><img alt="ExpressVPN's PPC ad on Google for the search term "vpn"" data-original="https://static.semrush.com/blog/uploads/media/8c/61/8c61b304b67f5e7e2dd20c3b58c0ef0d/b88a5c34bbf9b032213263fdfb54711d/original.png" height="1109" loading="lazy" src="https://static.semrush.com/blog/uploads/media/8c/61/8c61b304b67f5e7e2dd20c3b58c0ef0d/b88a5c34bbf9b032213263fdfb54711d/_XwLCzsJh_8NOmshZlc8q8u3roreZaQ9EFaRGYa8mVLngCsVXFFGQJXlp0_IDkBt5qNp3lyv5mqxUawaV3MrNI1Uw8fkSH-3V4jhczvd_Kt_v4IY2t9PFY1XieaHZ4MvrIHdlm7zfNFltSqfUZYbrOU.png" width="1010"/></picture></figure><p>But there’s a lot of competition compared to other platforms. And it may be harder (or more expensive) to compete for certain keywords.</p><p>Google Ads also separates itself into the Search Network (Search, Maps, Shopping, etc.) and the Display Network (YouTube, Gmail, Blogger, etc.). </p><h3 id="youtube-ads">YouTube Ads</h3><p>YouTube offers various video ad formats for different business needs. And includes similar targeting options as Google Ads.</p><p>Here are a few of the choices:</p><ul> <li><strong>Skippable in-stream video ads</strong> that play before, during, or after any video the targeted audience is viewing. And can be skipped after five seconds.</li> <li><strong>Unskippable in-stream video ads</strong> that play before, during, or after any video and cannot be skipped. But are 30 seconds or less.</li> <li><strong>In-feed video ads</strong> are video ads that appear in YouTube search results, on YouTube’s mobile homepage, and alongside related videos</li></ul><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/aa/9c/aa9c9d114d0ef026e6eec2ebbddb75ab/7a5c165a0e42727b384f19156c16d602/XY9bJiM5vEklE2MPv_k1SgVjo43JfscH2lAKOwedFmtbuP3DVN0TI1-gvsw7VKEpbt5VN6lloniTkpNVOBQJgu62RREyz-VYLeCAlocYmGGwMPEAT7FlqooC2uRdW-wMzh2wDUc9Fe4FpenZm0oqq5s.webp" type="image/webp"/><img alt="A video ad on YouTube" data-original="https://static.semrush.com/blog/uploads/media/aa/9c/aa9c9d114d0ef026e6eec2ebbddb75ab/7a5c165a0e42727b384f19156c16d602/original.jpeg" height="954" loading="lazy" src="https://static.semrush.com/blog/uploads/media/aa/9c/aa9c9d114d0ef026e6eec2ebbddb75ab/7a5c165a0e42727b384f19156c16d602/XY9bJiM5vEklE2MPv_k1SgVjo43JfscH2lAKOwedFmtbuP3DVN0TI1-gvsw7VKEpbt5VN6lloniTkpNVOBQJgu62RREyz-VYLeCAlocYmGGwMPEAT7FlqooC2uRdW-wMzh2wDUc9Fe4FpenZm0oqq5s.jpeg" width="1010"/></picture></figure><p>You can also run text and image ads on YouTube. Which appear at the bottom of the video player.</p><aside class="tip-box"><div class="tip-box_title"><p><em><strong>Pro tip</strong></em></p></div><div class="tip-box_text-wrapper"><p><em>Many YouTube users listen to videos instead of watching them. Including voice-overs in your video ads can help you reach that part of the audience as well.</em></p></div></aside><h3 id="bing-ads-(microsoft-advertising)">Bing Ads (Microsoft Advertising)</h3><p>Running ads on Bing and Microsoft Advertising partner sites gives you similar targeting options and features as Google Ads.</p><p>But there are unique features like LinkedIn profile targeting and image extensions (which gives search ads visual appeal). And it allows you to import campaigns from Google Ads.</p><p>Here’s what a Bing ad looks like:</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/a9/6f/a96fcdb5cde509e5f37ec1756b07f27e/e6e796db5508449243f7d4b2dd7f0aa1/RpYYZ41NA_IpoOuB4PxUlP2FzQ_hyM1ybeaQQPAGGC-8vJZpDMSf5Ae79sfYXW0ffg4q_YU8RnhxYrhlibtQ4lqlP20HcHS5sElrYxrPoWn9lS__FRMd-dXKeq60WLsXyiasNyzIJD0IIdqc-x0DOtQ.webp" type="image/webp"/><img alt="A Bing ad" data-original="https://static.semrush.com/blog/uploads/media/a9/6f/a96fcdb5cde509e5f37ec1756b07f27e/e6e796db5508449243f7d4b2dd7f0aa1/original.png" height="439" loading="lazy" src="https://static.semrush.com/blog/uploads/media/a9/6f/a96fcdb5cde509e5f37ec1756b07f27e/e6e796db5508449243f7d4b2dd7f0aa1/RpYYZ41NA_IpoOuB4PxUlP2FzQ_hyM1ybeaQQPAGGC-8vJZpDMSf5Ae79sfYXW0ffg4q_YU8RnhxYrhlibtQ4lqlP20HcHS5sElrYxrPoWn9lS__FRMd-dXKeq60WLsXyiasNyzIJD0IIdqc-x0DOtQ.png" width="1010"/></picture></figure><p>Bing Ads may also be less competitive than Google Ads. Which can help you spend less on PPC campaigns.</p><h3 id="linkedin-ads">LinkedIn Ads</h3><p>LinkedIn Ads enables you to easily target industry professionals and businesses.</p><p>Here’s what a LinkedIn ad looks like:</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/77/f1/77f1e9586bc2a3213ac933ebdb3ddb34/b705c0ac7938fcccef3a3394183b561a/JKbjA7DtkkU42pUXXkX_vJPJjVLSA_Ez3XnlX7a0hSQtr4zVBlLGuRYWolgB-St8S5oEO6Pxrp3C7E4AiuriFfP2MIzS0GsiWJzUv3IrD4L4ZO-yI1ZfQHKpShe9JUIl1tiLYV4jpJaH4LX6i-pPkX0.webp" type="image/webp"/><img alt="G2's LinkedIn ad" data-original="https://static.semrush.com/blog/uploads/media/77/f1/77f1e9586bc2a3213ac933ebdb3ddb34/b705c0ac7938fcccef3a3394183b561a/original.jpeg" height="1424" loading="lazy" src="https://static.semrush.com/blog/uploads/media/77/f1/77f1e9586bc2a3213ac933ebdb3ddb34/b705c0ac7938fcccef3a3394183b561a/JKbjA7DtkkU42pUXXkX_vJPJjVLSA_Ez3XnlX7a0hSQtr4zVBlLGuRYWolgB-St8S5oEO6Pxrp3C7E4AiuriFfP2MIzS0GsiWJzUv3IrD4L4ZO-yI1ZfQHKpShe9JUIl1tiLYV4jpJaH4LX6i-pPkX0.jpeg" width="1010"/></picture></figure><p>This platform includes unique targeting options like job titles, company names, industries and sectors, and more.</p><p>And there’s even a type of ad that lets you send direct messages to users without having a connection to them.</p><h3 id="reddit-ads">Reddit Ads</h3><p>Reddit lets you target its subreddits. Which are created for enthusiasts of specific topics like gaming, food, etc.</p><p>And they look like this:</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/56/88/568822d338ac21d2e2efdf512721f198/ed4178d1dd276c5bd637ac5de3140bf0/0yELmfo8Jgd5x9pzcmDywvmWl-FX2Xlweo4t2gkVyKhVLP5KJnCOdsc1bvax8Kv0TbOZ4OSaWCC2XWF7D2kwa1eBoItSOSAlTDAD5tFI6mmS9-6jRYl7gBVpf5go2Gilq01feyxciXOjGyM3Xd-v14g.webp" type="image/webp"/><img alt="Syncfusion's Reddit ad" data-original="https://static.semrush.com/blog/uploads/media/56/88/568822d338ac21d2e2efdf512721f198/ed4178d1dd276c5bd637ac5de3140bf0/original.jpeg" height="1126" loading="lazy" src="https://static.semrush.com/blog/uploads/media/56/88/568822d338ac21d2e2efdf512721f198/ed4178d1dd276c5bd637ac5de3140bf0/0yELmfo8Jgd5x9pzcmDywvmWl-FX2Xlweo4t2gkVyKhVLP5KJnCOdsc1bvax8Kv0TbOZ4OSaWCC2XWF7D2kwa1eBoItSOSAlTDAD5tFI6mmS9-6jRYl7gBVpf5go2Gilq01feyxciXOjGyM3Xd-v14g.jpeg" width="1010"/></picture></figure><p>Most of its targeting features are similar to those on Google Ads, but they’re not as extensive. Which is understandable. Because the main draw are subreddits.</p><p>You also get to choose from multiple creative formats like images, GIFs, videos, and even text-only ads.</p><h3 id="meta-ads">Meta Ads</h3><p>Meta Ads combines advertising on Facebook, Instagram, and Messenger into one platform. </p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/3c/eb/3cebd2f8ee5e9e1cd145f092746ea108/4b8505dfdbb51a9394f18b09bb40e94b/lIoDS9CUXrEVAocIy8eMJo4Adtti8o_VuYQMcjVady9K3MNx9kF5-TOTBxUNUtaDqxYUXsqsDXPN4MOpfnvUT-EqM48bIxKun9-nphVwsR8ln57lWq34YQecz-yi6zmGfE8vXkdLfs6rXGLZLkpxnWQ.webp" type="image/webp"/><img alt="Blume's Facebook ad" data-original="https://static.semrush.com/blog/uploads/media/3c/eb/3cebd2f8ee5e9e1cd145f092746ea108/4b8505dfdbb51a9394f18b09bb40e94b/original.jpeg" height="912" loading="lazy" src="https://static.semrush.com/blog/uploads/media/3c/eb/3cebd2f8ee5e9e1cd145f092746ea108/4b8505dfdbb51a9394f18b09bb40e94b/lIoDS9CUXrEVAocIy8eMJo4Adtti8o_VuYQMcjVady9K3MNx9kF5-TOTBxUNUtaDqxYUXsqsDXPN4MOpfnvUT-EqM48bIxKun9-nphVwsR8ln57lWq34YQecz-yi6zmGfE8vXkdLfs6rXGLZLkpxnWQ.jpeg" width="1010"/></picture></figure><p>One of the great things about Meta Ads is that you have the ability to reach diverse audiences.</p><p>It also provides a complete array of demographic, geographic, and psychographic targeting options. And you get a high variety of creative asset options—GIFs, videos, images, etc.</p><h2 id="turn-ppc-campaigns-into-a-long-term-ppc-strategy">Turn PPC Campaigns Into a Long-Term PPC Strategy</h2><p>Setting up a single PPC campaign and managing it is just the start. You’ll want to run more in the future. </p><p>Once you do, you’ll want to <a href="https://www.semrush.com/blog/how-to-conduct-a-complete-ppc-audit/">perform a PPC audit</a> every once in a while. To find ways to improve performance and better manage your budgets.</p><p>And you can drive even better results with our advertising tools like Advertising Research and Position Tracking. 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The Complete Guide for Beginners","preview":"PPC campaigns involve you paying each time a user clicks your ad. Find out how to set one up.","previewImage":"https://static.semrush.com/blog/uploads/media/28/31/2831ac162c7f0189b16e1f727ed814e0/cd108af711fe41d3a42fe7e66ea4f946/ppc-campaign.svg","socialImage":"https://static.semrush.com/blog/uploads/media/aa/9b/aa9ba288481177edf2379a0892cd1051/63df1f95f861dbd07c868b591ce47d5d/ppc-campaign-sm.png","extraImage":"https://static.semrush.com/blog/uploads/media/28/31/2831ac162c7f0189b16e1f727ed814e0/cd108af711fe41d3a42fe7e66ea4f946/extra.png","altPreviewImage":"PPC Campaign","altSocialImage":"PPC Campaign","hidePreviewImage":0,"publishedAt":1496912400000,"editedAt":1704716820000,"metaTitle":"What Is a PPC Campaign? The Complete Guide for Beginners","metaDescription":"PPC campaigns involve you paying each time a user clicks your ad. Find out how to set one up.","schemaOrg":"{}","author":{"id":207119457,"alias":"adomas-sulcas","name":"Adomas Šulcas","photo":"https://static.semrush.com/blog/uploads/user/7b/18/7b186e730d528e50778c596a4b928b59/0128938d715122513b3c9469b1538b3b.jpeg","photoMask":"star","company":"Growth Bite","position":"Cofounder","bio":"Adomas is a highly experienced and prolific content writer with over 5 years of experience across various industries, covering a wide array of subjects, focusing mostly on SEO and other marketing-related topics.","socials":{"webSite":"","twitter":"","facebook":"","instagram":"","linkedin":"https://www.linkedin.com/in/adomas-sulcas/"},"isPublic":true,"expertise":[],"education":[]},"blocks":{"articleContent":{"code":"article-content","itemId":8779,"enabled":true,"value":[]}},"critical":{"article-content":{"id":8779,"content":"\u003cp\u003ePay-per-click (PPC) campaigns deliver quick and easily measurable results.\u003c/p\u003e\u003cp\u003eBut how do you put together a PPC campaign? And where can you run those ads?\u003c/p\u003e\u003cp\u003eYou’re about to find out\u003c/p\u003e\u003cp\u003eBut let’s start with the basics.\u003c/p\u003e\u003caside class=\"tip-box\"\u003e\u003cdiv class=\"tip-box_title\"\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eTip\u003c/strong\u003e\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003cdiv class=\"tip-box_text-wrapper\"\u003e\u003cp\u003e\u003cem\u003eThis guide is easier to follow along with if you have a \u003ca href=\"https://www.semrush.com/signup/\"\u003eSemrush account\u003c/a\u003e. And you can register for free (no credit card required).\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003c/aside\u003e\u003ch2\u003eWhat Is a PPC Campaign?\u003c/h2\u003e\u003cp\u003eA PPC campaign is an advertising campaign that’s part of a digital marketing model where a company pays a fee each time a user clicks on the ad. And that fee is referred to as the cost per click (CPC)—which is determined through an ad auction.\u003c/p\u003e\u003cp\u003ePPC campaigns allow companies to advertise to enormous user bases on various platforms.\u003c/p\u003e\u003cp\u003eFor example, here’s a PPC search ad on Google for the term “kitchen supplies”:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/40/78/407890acd0e3d3d959efd6b94764e5c5/becd6b7d29f5fec981dbc66617d03e93/YDJ_hBDNp5gksOXmkB_DCQGd_J09AaimzQCx-_cD9yEv7KQVKdbJQPUwPAkm7u3WWuosGCBm_81_VwaozkVBaVW4qPyZfELvNo9Iq9MFksE-UCQ4I10jJAWC-bOWHPdOZcLVDnx_pgCJEaHlV35xBzE.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"A PPC search ad on Google from Williams Sonoma\" data-original=\"https://static.semrush.com/blog/uploads/media/40/78/407890acd0e3d3d959efd6b94764e5c5/becd6b7d29f5fec981dbc66617d03e93/original.png\" height=\"251\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/40/78/407890acd0e3d3d959efd6b94764e5c5/becd6b7d29f5fec981dbc66617d03e93/YDJ_hBDNp5gksOXmkB_DCQGd_J09AaimzQCx-_cD9yEv7KQVKdbJQPUwPAkm7u3WWuosGCBm_81_VwaozkVBaVW4qPyZfELvNo9Iq9MFksE-UCQ4I10jJAWC-bOWHPdOZcLVDnx_pgCJEaHlV35xBzE.png\" width=\"660\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eAnd here’s a Reddit PPC ad:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/a5/e9/a5e9e2eb40477bc1bc20b6c25421b888/759aed2bcefc172e7d862b69643e184f/cwNhE5cK9eAPBF9cduS0uFJf-oVPtUeWhcb3J4lcCRbjkefO7ja9xPucZmi5t-uTNqOdYIp1mKNwyzYECyR_Nk_G1iGC-jNrxJYXYycd5kfjdCjZvJgoxVmw8_xLayNjf2aq2SPuVYCKYzoVj8eD66k.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"A Reddit PPC ad from Huel\" data-original=\"https://static.semrush.com/blog/uploads/media/a5/e9/a5e9e2eb40477bc1bc20b6c25421b888/759aed2bcefc172e7d862b69643e184f/original.jpeg\" height=\"1600\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/a5/e9/a5e9e2eb40477bc1bc20b6c25421b888/759aed2bcefc172e7d862b69643e184f/cwNhE5cK9eAPBF9cduS0uFJf-oVPtUeWhcb3J4lcCRbjkefO7ja9xPucZmi5t-uTNqOdYIp1mKNwyzYECyR_Nk_G1iGC-jNrxJYXYycd5kfjdCjZvJgoxVmw8_xLayNjf2aq2SPuVYCKYzoVj8eD66k.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003ch3\u003eBenefits of PPC Campaigns\u003c/h3\u003e\u003cp\u003eHere are the primary advantages of PPC campaigns:\u003c/p\u003e\u003ch4\u003ePPC Campaigns Drive Results Quickly\u003c/h4\u003e\u003cp\u003eYou can get a campaign running within a day as long as you have creative assets, copy, and a budget at the ready. \u003c/p\u003e\u003cp\u003eAnd most of the waiting time is for the platform to approve your ads.\u003c/p\u003e\u003cp\u003eOnce approved, your ads will start showing to the audience you defined (more on that later). And will likely start generating results. \u003c/p\u003e\u003cp\u003eWhen it comes to \u003ca href=\"https://www.semrush.com/blog/seo-vs-ppc/\"\u003ePPC vs. SEO\u003c/a\u003e, the latter can also drive impressive results. But that can take many months given the time it takes for rankings and traffic to increase. Which you can see in the chart below outlining organic (unpaid) traffic to semrush.com.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/11/f8/11f829527eea8bb7166c8bf215042a56/bc229b736c2caa859b83e7554ae557ef/3L5ubI2OOd0zgeCw-p_0mvqQPoy0T7GlvzsOPNtOe3TwttxifJbNQgiB3pkkSn-snRqU9OquNv4cte8jKkZHUS3sev9TsKjxEMfIzJ5pEudxhNIfYxHnKMUtGp-pyGyuDuzFIsIBTF7BOpmCL3TxCH4.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"A chart showing organic traffic to semrush.com\" data-original=\"https://static.semrush.com/blog/uploads/media/11/f8/11f829527eea8bb7166c8bf215042a56/bc229b736c2caa859b83e7554ae557ef/original.png\" height=\"933\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/11/f8/11f829527eea8bb7166c8bf215042a56/bc229b736c2caa859b83e7554ae557ef/3L5ubI2OOd0zgeCw-p_0mvqQPoy0T7GlvzsOPNtOe3TwttxifJbNQgiB3pkkSn-snRqU9OquNv4cte8jKkZHUS3sev9TsKjxEMfIzJ5pEudxhNIfYxHnKMUtGp-pyGyuDuzFIsIBTF7BOpmCL3TxCH4.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003ch4\u003ePPC Campaigns Have Precise Targeting\u003c/h4\u003e\u003cp\u003eYou can be incredibly specific about the audience you want to show your ads to. Which improves the likelihood that they’ll be interested in your offerings and helps maximize your return on investment (ROI).\u003c/p\u003e\u003cp\u003eIt’s possible to narrow down your audience based on geographic location, interests, and more.\u003c/p\u003e\u003cp\u003eConsider how that compares to content marketing. You can write content intended for a specific audience, but you don’t have full control over who sees it.\u003c/p\u003e\u003ch4\u003ePPC Campaigns AreEasy to Measure\u003c/h4\u003e\u003cp\u003eEvery platform that includes PPC ads provides data about your campaign. To give you insights into what is and isn’t effective. \u003c/p\u003e\u003cp\u003eYou can review impressions, clicks, the click-through rate (CTR), conversions, conversion rate, CPC, and more.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/76/f8/76f86e8cde7f3e7a9c0736083a3a0a44/1a8b1a1c9fd7266c5a91e282f7f6bc8a/stl37RR-T1FwUIcg0ScA03P4M7itig4KBIgYLmI_QcjYSUE_lzCyttnI0EE8hKSWPKEtcC-pJhWmDDXcx5WBAzQToy6G9zHDw9_-Nsws2cFcaHPX_R_fVca5I6BeLOr2Ir0CKKaiSE4YUST2xYX0zyQ.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"Key metrics to track PPC campaign success\" data-original=\"https://static.semrush.com/blog/uploads/media/76/f8/76f86e8cde7f3e7a9c0736083a3a0a44/1a8b1a1c9fd7266c5a91e282f7f6bc8a/original.png\" height=\"1107\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/76/f8/76f86e8cde7f3e7a9c0736083a3a0a44/1a8b1a1c9fd7266c5a91e282f7f6bc8a/stl37RR-T1FwUIcg0ScA03P4M7itig4KBIgYLmI_QcjYSUE_lzCyttnI0EE8hKSWPKEtcC-pJhWmDDXcx5WBAzQToy6G9zHDw9_-Nsws2cFcaHPX_R_fVca5I6BeLOr2Ir0CKKaiSE4YUST2xYX0zyQ.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eYou can also use the available metrics to calculate your return on ad spend (ROAS). Which measures how much revenue you generated from every dollar spent on advertising.\u003c/p\u003e\u003cp\u003ePlus, you can easily turn off an underperforming ad set or modify its features to make it more effective.\u003c/p\u003e\u003cp\u003eAnd you can begin discovering trends and optimal tactics for future campaigns once you gain some preliminary data.\u003c/p\u003e\u003ch4\u003ePPC Campaigns Are Customizable\u003c/h4\u003e\u003cp\u003ePPC campaigns let you select the copy, creative assets (when applicable), keywords (when applicable), audience, placements, and much more. \u003c/p\u003e\u003cp\u003eMost of the limitations are easy to work with: using the appropriate image sizes, staying within character counts (like the image below from Meta Ads Manager shows), and avoiding anything that could be seen as potentially harmful.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/67/d0/67d006f0e0f48a80ef2ee46679ad70e8/6d6db2a6360149fabfb5bf38cc9d6384/vGRiXNWSl8eu2RMK2kFulA-SIliLCT4KPTKy0UHO_bqjlnPRUkcDrV-GpzCgm-3tu76h6aeKG2feXSp-izloreM7-6RVGd-FJ_Z4m0Sgv4FRPo3qOUyKM0mRTUh71o3BVce4gPWOAxxIweLMkF1ts4E.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"Creating a PPC ad with Meta Ads Manager\" data-original=\"https://static.semrush.com/blog/uploads/media/67/d0/67d006f0e0f48a80ef2ee46679ad70e8/6d6db2a6360149fabfb5bf38cc9d6384/original.png\" height=\"1180\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/67/d0/67d006f0e0f48a80ef2ee46679ad70e8/6d6db2a6360149fabfb5bf38cc9d6384/vGRiXNWSl8eu2RMK2kFulA-SIliLCT4KPTKy0UHO_bqjlnPRUkcDrV-GpzCgm-3tu76h6aeKG2feXSp-izloreM7-6RVGd-FJ_Z4m0Sgv4FRPo3qOUyKM0mRTUh71o3BVce4gPWOAxxIweLMkF1ts4E.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eYou can also always go back and tweak campaigns, ad sets, or ads themselves if you need to.\u003c/p\u003e\u003ch2\u003eKey Components of a PPC Campaign\u003c/h2\u003e\u003cp\u003eEach platform envisions the structure of PPC campaigns slightly differently, but there are always a few key components.\u003c/p\u003e\u003ch3\u003ePPC Objectives and Ad Sets\u003c/h3\u003e\u003cp\u003ePPC campaigns have overarching objectives, ad sets (groups of related ads), and individual ads. And some ads also incorporate keywords\u003c/p\u003e\u003cp\u003eYou can envision the structure of a campaign that uses keywords like this:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/b7/06/b706745b689d9e8c22c1612ebdae5363/84a452b83c80c9363603e79ae0a80fef/uMd50_WiulW41mvp6lmeg4d3LSY703Nct0_lxnv9AJcLdFHcqw7hwLvvNPeNbRu6nd33h6-2PSbOjYnY8ncBIRBgQVj3_DX6cjEoYWjmqxWWdb6jp5ATWS7fcCxxYAYUrCTZz1-g6XqNrcMbjhcHMMs.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"A structure of a PPC campaign\" data-original=\"https://static.semrush.com/blog/uploads/media/b7/06/b706745b689d9e8c22c1612ebdae5363/84a452b83c80c9363603e79ae0a80fef/original.png\" height=\"474\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/b7/06/b706745b689d9e8c22c1612ebdae5363/84a452b83c80c9363603e79ae0a80fef/uMd50_WiulW41mvp6lmeg4d3LSY703Nct0_lxnv9AJcLdFHcqw7hwLvvNPeNbRu6nd33h6-2PSbOjYnY8ncBIRBgQVj3_DX6cjEoYWjmqxWWdb6jp5ATWS7fcCxxYAYUrCTZz1-g6XqNrcMbjhcHMMs.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eEach campaign is composed of one or more ad sets aimed at achieving the overarching objective.\u003c/p\u003e\u003cp\u003eFor example, a SaaS company may have a different campaign for each of the products or services they sell.\u003c/p\u003e\u003cp\u003eEach ad set within a campaign will follow the goal set forth by the campaign objective. And will have one or more ads with different creative assets, targeting, and budget options. \u003c/p\u003e\u003caside class=\"tip-box\"\u003e\u003cdiv class=\"tip-box_title\"\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eNote\u003c/strong\u003e\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003cdiv class=\"tip-box_text-wrapper\"\u003e\u003cp\u003e\u003cem\u003eIn some platforms, you can set a budget for the entire campaign and allocate parts of it to each ad set.\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003c/aside\u003e\u003cp\u003eFinally, each ad within an ad set will have its own creative, copy, and call to action (CTA).\u003c/p\u003e\u003ch3\u003ePPC Ad Content\u003c/h3\u003e\u003cp\u003eAd copy and creative differ by platform and ad type. For example, you may be able to use GIFs or videos instead of static images. Or more or fewer characters for headlines and descriptions. \u003c/p\u003e\u003cp\u003eAd copy is the simplest to understand—you have to give your ads some text that will be displayed. \u003c/p\u003e\u003cp\u003eWell-crafted ad copy can heavily influence CTR. Because it’s one of the two primary ways to let users know what you’re advertising.\u003c/p\u003e\u003cp\u003eThe other foundational part is the creative (but not for search ads, which are text only). Images, videos, and GIFs are used to entice users to click on the ad.\u003c/p\u003e\u003cp\u003eAnother component is ad assets (previously called ad extensions) for search ads. And they can be quite valuable. \u003c/p\u003e\u003cp\u003eAssets provide additional information. Like location, additional sitelinks, prices, and much more.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/ea/34/ea34db394a22e1f8729107afd380717e/423d27c6570afa05a33b45456f91835a/lyAt6N6ArDKSC932wAsLwh0E7-QFbOyPPbs42V-VTJ5MnHgQIFCplqSkW_r397GPwyMQuZEA6oSw15q7rxE8hNWxBj7khewktZStL0zlBXXotyeg0hcuBRCOozw-NiIjTGyjs4qMn68Oohe3Xn9JcMU.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"PPC ad assets on Google SERP\" data-original=\"https://static.semrush.com/blog/uploads/media/ea/34/ea34db394a22e1f8729107afd380717e/423d27c6570afa05a33b45456f91835a/original.png\" height=\"886\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/ea/34/ea34db394a22e1f8729107afd380717e/423d27c6570afa05a33b45456f91835a/lyAt6N6ArDKSC932wAsLwh0E7-QFbOyPPbs42V-VTJ5MnHgQIFCplqSkW_r397GPwyMQuZEA6oSw15q7rxE8hNWxBj7khewktZStL0zlBXXotyeg0hcuBRCOozw-NiIjTGyjs4qMn68Oohe3Xn9JcMU.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003caside class=\"tip-box\"\u003e\u003cdiv class=\"tip-box_title\"\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eNote\u003c/strong\u003e\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003cdiv class=\"tip-box_text-wrapper\"\u003e\u003cp\u003e\u003cem\u003eUsing ad assets is generally a good practice. They don’t cost you anything extra, take up more visual space (making your ad more noticeable), and provide valuable information to the user.\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003c/aside\u003e\u003ch3\u003eTargeting Options\u003c/h3\u003e\u003cp\u003eThere are a number of ways to target just the right audience based on the platform you’re using. To ensure you reach the right people.\u003c/p\u003e\u003cp\u003eMost social media platforms let you select demographic, behavioral, and psychographic data to narrow down who sees your advertisements.\u003c/p\u003e\u003cp\u003eHere’s what it looks like in Meta Ads Manager:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/ee/2a/ee2abf49f6ced94ab5ad3d247eecb1cb/2bd408883c7f25954c6712da3be9f5b2/8p70L1-FT4XDqS3MVVZxiSJqXyY40_rLGOX71LumDBuvucPkyvV6gqE0XJztHke7Q33Uv8faZzd2uO_sGzGcrWTJNuU_gbObD6BpZ-3Zi6vfcVKNNJrYr8rY0zEyoRrMe1XMNQCsEVdw2JOnLhyvroc.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"Audience controls section in Meta Ads Manager\" data-original=\"https://static.semrush.com/blog/uploads/media/ee/2a/ee2abf49f6ced94ab5ad3d247eecb1cb/2bd408883c7f25954c6712da3be9f5b2/original.jpeg\" height=\"1484\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/ee/2a/ee2abf49f6ced94ab5ad3d247eecb1cb/2bd408883c7f25954c6712da3be9f5b2/8p70L1-FT4XDqS3MVVZxiSJqXyY40_rLGOX71LumDBuvucPkyvV6gqE0XJztHke7Q33Uv8faZzd2uO_sGzGcrWTJNuU_gbObD6BpZ-3Zi6vfcVKNNJrYr8rY0zEyoRrMe1XMNQCsEVdw2JOnLhyvroc.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eSearch engines like Bing and Google combine audience and keyword targeting. So, your ads will appear whenever someone from your targeted group searches for certain keywords.\u003c/p\u003e\u003ch3\u003eBudget and Bidding Options\u003c/h3\u003e\u003cp\u003eYou’ll have budget and bidding options. The former will generally be split either into a daily or lifetime budget.\u003c/p\u003e\u003cp\u003eRestricting yourself to a daily budget only will spend a set amount of money per day. While restricting yourself to a lifetime budget will spend varying amounts per day until the budget is spent.\u003c/p\u003e\u003cp\u003eUsing both may also be possible. Which will make the campaign spend up to the daily amount until the amount set in the lifetime budget is exhausted.\u003c/p\u003e\u003cp\u003eHere’s what the budget setup looks like for Reddit ads:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/8f/87/8f87445f8ee0629bc1e1a25a7944f7dc/98f2b7e97fda0633f79c9597fdc663e2/WSaOnxX_ALMQLarNLu6z9CDd0S77sV0aV5qGQQWvXS7xKjs5-rP7WLvsJe92qVByiIO5VC-kflrvr1a9itwWu9yG68o7rE--q14t61hyo6-3wuqN0BGaoO59raf2zqca7mwVAufgmqF3bzGVR3S_gmU.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"Budget \u0026amp; Bid section in Reddit ads\" data-original=\"https://static.semrush.com/blog/uploads/media/8f/87/8f87445f8ee0629bc1e1a25a7944f7dc/98f2b7e97fda0633f79c9597fdc663e2/original.png\" height=\"844\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/8f/87/8f87445f8ee0629bc1e1a25a7944f7dc/98f2b7e97fda0633f79c9597fdc663e2/WSaOnxX_ALMQLarNLu6z9CDd0S77sV0aV5qGQQWvXS7xKjs5-rP7WLvsJe92qVByiIO5VC-kflrvr1a9itwWu9yG68o7rE--q14t61hyo6-3wuqN0BGaoO59raf2zqca7mwVAufgmqF3bzGVR3S_gmU.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eMost platforms use a bidding process to determine what ads to show users. Meaning there will be several competing ads, and the one with the highest bid (that meets any other criteria) gets shown more often than others.\u003c/p\u003e\u003cp\u003eIf your ad gets shown, you could pay up to the bid amount (or a bit more on Reddit) whenever a user clicks on your ad.\u003c/p\u003e\u003cp\u003eHigher competition means you’ll usually need to bid higher. \u003c/p\u003e\u003cp\u003eAnd note that you can usually modify your bid amount, setting the maximum allowed bid. Which is the maximum amount you want to pay for a click.\u003c/p\u003e\u003cp\u003eIf you’re new to \u003ca href=\"https://www.semrush.com/blog/ppc-management/\"\u003ePPC campaign management\u003c/a\u003e, consider keeping the default bid settings. Most platforms have solid algorithms that are capable of optimizing bidding strategies without your intervention.\u003c/p\u003e\u003cp\u003eManual bidding can be successful, but you need to do a lot of research to understand how to optimize your PPC campaigns.\u003c/p\u003e\u003ch2\u003eHow to Prepare for a PPC Campaign\u003c/h2\u003e\u003cp\u003eYou have to take a few preliminary steps before beginning to set up a PPC campaign. \u003c/p\u003e\u003cp\u003eHere’s what to do.\u003c/p\u003e\u003ch3\u003eReview Your Competitor’s PPC Campaigns\u003c/h3\u003e\u003cp\u003eConducting a competitive analysis is a great way to gain inspiration for your campaign. Because it helps you learn what’s worked for your rivals.\u003c/p\u003e\u003cp\u003eYou can do this for search ads using Semrush’s \u003ca href=\"https://www.semrush.com/analytics/adwords/\"\u003eAdvertising Research\u003c/a\u003e tool. \u003c/p\u003e\u003cp\u003eEnter a competitor’s domain into the search bar. 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/87/91/879105fe3182cd103eba31cd6788de45/be75d214c5e4a018783b08fb6163c18a/kVRazt6k9pP4VvwD-gL8y0am-HMrH2cRRUygTsk8jiEEqnCtK04u-Ll-4uWVW1ckzID7MsCQW0pUbx0fMp8iXgrwMYKJ2He2v2oABU9arukdNWb2IrxHqBrfQuys-8inkWEVuUH5d8Ywn_2zaAZOxvg.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='\"tripadvisor.com\" entered into the Advertising Research search bar' data-original=\"https://static.semrush.com/blog/uploads/media/87/91/879105fe3182cd103eba31cd6788de45/be75d214c5e4a018783b08fb6163c18a/original.png\" height=\"418\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/87/91/879105fe3182cd103eba31cd6788de45/be75d214c5e4a018783b08fb6163c18a/kVRazt6k9pP4VvwD-gL8y0am-HMrH2cRRUygTsk8jiEEqnCtK04u-Ll-4uWVW1ckzID7MsCQW0pUbx0fMp8iXgrwMYKJ2He2v2oABU9arukdNWb2IrxHqBrfQuys-8inkWEVuUH5d8Ywn_2zaAZOxvg.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eThe “Positions” tab will show first.\u003c/p\u003e\u003cp\u003eYou’ll be able to see how many keywords they’re bidding on, their estimated paid traffic, and the cost of that traffic.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/cd/3f/cd3f51cec8ef51722bd6f4904a8926c7/2c36798b50f6ab3b9308994cc6cd6579/c9nbT673eoJ5gvZUpQIYiacAtGaHDcG9AjQuNRAgVlcPzwZhdqNErXXYyeAgW-yRiluluf4e_PKCOuxCIwOiTCborLbj23BX-vSWF5Yjxn89qQBBsHdppNgHDH2NkutE6r3l515J1MKl8v08dT6AUw0.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"Postions tab in Advertising Research tool\" data-original=\"https://static.semrush.com/blog/uploads/media/cd/3f/cd3f51cec8ef51722bd6f4904a8926c7/2c36798b50f6ab3b9308994cc6cd6579/original.jpeg\" height=\"855\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/cd/3f/cd3f51cec8ef51722bd6f4904a8926c7/2c36798b50f6ab3b9308994cc6cd6579/c9nbT673eoJ5gvZUpQIYiacAtGaHDcG9AjQuNRAgVlcPzwZhdqNErXXYyeAgW-yRiluluf4e_PKCOuxCIwOiTCborLbj23BX-vSWF5Yjxn89qQBBsHdppNgHDH2NkutE6r3l515J1MKl8v08dT6AUw0.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eNow, look at the “Paid Search Positions” table to find the exact keywords your competitor is bidding. And see related data.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/b8/cc/b8ccc57f18fea59da003c7d07c43ff89/c1aa734f4f42c35fa7621b63c8e11a8a/797pjCm3vw2573qO6T0qxHfrWrWQPNS0VGGZg_4I_ttyJO1KLwh8UL7hk5hyFGSDL1PE_y_yc2dxhnuw3MoA5cmI0-ogTgFo8n_1Jj8IoFgSow6a4ohj1N-U-Pjujy7ZPe0SA_dSaWPc-mPyTOrL6wM.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"“Paid Search Positions” table in Advertising Research\" data-original=\"https://static.semrush.com/blog/uploads/media/b8/cc/b8ccc57f18fea59da003c7d07c43ff89/c1aa734f4f42c35fa7621b63c8e11a8a/original.jpeg\" height=\"1007\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/b8/cc/b8ccc57f18fea59da003c7d07c43ff89/c1aa734f4f42c35fa7621b63c8e11a8a/797pjCm3vw2573qO6T0qxHfrWrWQPNS0VGGZg_4I_ttyJO1KLwh8UL7hk5hyFGSDL1PE_y_yc2dxhnuw3MoA5cmI0-ogTgFo8n_1Jj8IoFgSow6a4ohj1N-U-Pjujy7ZPe0SA_dSaWPc-mPyTOrL6wM.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eNext, go to the “\u003cstrong\u003eAds Copies\u003c/strong\u003e” tab.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/a9/e4/a9e472e9029ea6031bfa55cfde15e3c9/613dda040d2737588500a5afb7ec838b/zEMwwDnUIwsCrq1IJi08bkSLS4NGqa-IgVI4aE5-EUB8l-zny-Ow7O7Nu2zz9r4ChhR8Vx6fOoYLUdPcj6hz5mvn8RrbFWiL70vyPCVt9pFuXzyF7madyihGEXHG2f2NXbJIR6FXu3FYtujttRcHSUI.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='“Ads Copies” tab for \"tripadvisor,com\" in Advertising Research tool' data-original=\"https://static.semrush.com/blog/uploads/media/a9/e4/a9e472e9029ea6031bfa55cfde15e3c9/613dda040d2737588500a5afb7ec838b/original.jpeg\" height=\"798\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/a9/e4/a9e472e9029ea6031bfa55cfde15e3c9/613dda040d2737588500a5afb7ec838b/zEMwwDnUIwsCrq1IJi08bkSLS4NGqa-IgVI4aE5-EUB8l-zny-Ow7O7Nu2zz9r4ChhR8Vx6fOoYLUdPcj6hz5mvn8RrbFWiL70vyPCVt9pFuXzyF7madyihGEXHG2f2NXbJIR6FXu3FYtujttRcHSUI.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eThis report will show you the exact copy your competitor used in their search ads for the selected time range. And which keywords they’re bidding on.\u003c/p\u003e\u003cp\u003eDon’t be afraid to take inspiration from these.\u003c/p\u003e\u003cp\u003eFinally, visit the “\u003cstrong\u003ePages\u003c/strong\u003e” tab to find all of the landing pages your competitors are driving to from their PPC campaigns.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/3b/30/3b309284c85e096368b9b1f957eec116/501ea11fb1e35232ed3d3d5ace9cfb92/XF4yr5aOtTXSQxwytDEHOjI41G81m3uUXwsrdj0h2uudRmlNkbgzr6E7Xx4VmVVQA80320M3PWUD-lvT1dfZTVJ82ly2XvAIPQugJI9trjZzjTALMGYaFCqLs94t4rzzI-bWLc3qDERNMt-255lUuL8.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"“Paid Pages” table in Advertising Research\" data-original=\"https://static.semrush.com/blog/uploads/media/3b/30/3b309284c85e096368b9b1f957eec116/501ea11fb1e35232ed3d3d5ace9cfb92/original.jpeg\" height=\"766\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/3b/30/3b309284c85e096368b9b1f957eec116/501ea11fb1e35232ed3d3d5ace9cfb92/XF4yr5aOtTXSQxwytDEHOjI41G81m3uUXwsrdj0h2uudRmlNkbgzr6E7Xx4VmVVQA80320M3PWUD-lvT1dfZTVJ82ly2XvAIPQugJI9trjZzjTALMGYaFCqLs94t4rzzI-bWLc3qDERNMt-255lUuL8.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003e[create-campaign destination_url=\"https://www.semrush.com/features/advertising-research/\" show_input=\"false\"header=\"Uncover Your Competitors’ Search Ads\" text=\"with the Advertising Research Tool\" button_text=\"Try for Free\"bg_images=\"https://static.semrush.com/blog/uploads/media/96/fd/96fd495930d058321d5f78f5554aff88/trial-superbanner-1.png\"bg_button=\"-success\"]\u003c/p\u003e\u003ch3\u003eFind Your Audience\u003c/h3\u003e\u003cp\u003eAudience research will help you narrow down to a distinct market segment. To improve your overall results.\u003c/p\u003e\u003cp\u003eSemrush’s \u003ca href=\"https://www.semrush.com/analytics/one2target/\"\u003eOne2Target\u003c/a\u003e lets you uncover the demographic, socioeconomic, and psychographic audience for your target audience.\u003c/p\u003e\u003cp\u003eOpen the tool, make sure “\u003cstrong\u003eCheck Competitors\u003c/strong\u003e” is selected, input 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/7f/52/7f528e462a0c4cc752549608fd33c639/bc3fa14c1944d1c825d0978f64434415/LNoAuPka0_6xHEmx8FK8UqRf4E2fRxwjYBY3OEdN2mXGJxK0WVvnYRhdRO_6nm2_GyCQSyxuucQpRIfqohYuJIhUhrI3da0z3TRAX7nWM3GGdtPkk5oizbZJT3D9y8c7Ly488202tJOPIZar8hvXLHw.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"One2Target tool search bar\" data-original=\"https://static.semrush.com/blog/uploads/media/7f/52/7f528e462a0c4cc752549608fd33c639/bc3fa14c1944d1c825d0978f64434415/original.png\" height=\"513\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/7f/52/7f528e462a0c4cc752549608fd33c639/bc3fa14c1944d1c825d0978f64434415/LNoAuPka0_6xHEmx8FK8UqRf4E2fRxwjYBY3OEdN2mXGJxK0WVvnYRhdRO_6nm2_GyCQSyxuucQpRIfqohYuJIhUhrI3da0z3TRAX7nWM3GGdtPkk5oizbZJT3D9y8c7Ly488202tJOPIZar8hvXLHw.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eThe “Demographics” report will appear. And give you a breakdown of the audience’s age, country, and more.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/5f/52/5f52b924d2f51ac393be50c920f098c6/976d0c50ffa19d6bf70a1170c815f66e/yW8_Lvq-JWNJi2peoNhcweFm2ynHxWe4YAUrPTzX72UhVviSlqfVk6T0Vlj0zsDcSpyDn0db-Hma5qH_ly1TOO4lGUEN8yCuyQjrj7j4VpY-zAIWfAZHxUhZMAlRjA-d3fsh2MTKMypwiRPS9Pu5DNs.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='\"Demographics\" report in One2Target tool' data-original=\"https://static.semrush.com/blog/uploads/media/5f/52/5f52b924d2f51ac393be50c920f098c6/976d0c50ffa19d6bf70a1170c815f66e/original.jpeg\" height=\"1600\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/5f/52/5f52b924d2f51ac393be50c920f098c6/976d0c50ffa19d6bf70a1170c815f66e/yW8_Lvq-JWNJi2peoNhcweFm2ynHxWe4YAUrPTzX72UhVviSlqfVk6T0Vlj0zsDcSpyDn0db-Hma5qH_ly1TOO4lGUEN8yCuyQjrj7j4VpY-zAIWfAZHxUhZMAlRjA-d3fsh2MTKMypwiRPS9Pu5DNs.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eNow, let’s click on “\u003cstrong\u003eSocioeconomics\u003c/strong\u003e.” You’ll see the audience’s household income and size, employment status, and education level.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/4e/c9/4ec9f205be6bcaa4b44cc616c37f56c7/af1bb21a9d997ea2f017346d1a0d19ce/FdxNuqrcyC8GJkJMIkm4ZLC65KzTa4AZmjg-Dw2JJRzUX3dzwIMte3IrVXbmQa2R8cENvKxcXOcfttIs127d9C0VY_cOFJJAvNMylTnDUVK6u3-Aun5xPRCp1fb-ps5x1zS2N8OWcaAvxdYT3-YhtW0.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='\"Socioeconomics\" report in One2Target tool' data-original=\"https://static.semrush.com/blog/uploads/media/4e/c9/4ec9f205be6bcaa4b44cc616c37f56c7/af1bb21a9d997ea2f017346d1a0d19ce/original.jpeg\" height=\"1217\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/4e/c9/4ec9f205be6bcaa4b44cc616c37f56c7/af1bb21a9d997ea2f017346d1a0d19ce/FdxNuqrcyC8GJkJMIkm4ZLC65KzTa4AZmjg-Dw2JJRzUX3dzwIMte3IrVXbmQa2R8cENvKxcXOcfttIs127d9C0VY_cOFJJAvNMylTnDUVK6u3-Aun5xPRCp1fb-ps5x1zS2N8OWcaAvxdYT3-YhtW0.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eFinally, go to the “\u003cstrong\u003eBehavior\u003c/strong\u003e” tab to get data on interests, social media usage, and device type.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/02/e3/02e320f6bfc339fa1bac0d686102b0d8/761ecdfc62612158bd807352594c0606/OWu_lBSNJDDuFQG8DYH7pbEUhCu4bgcn8mSBvA0ORVE313GfdjhVbJ129B3HfARufyZTqw7gKdbdDXIa5xPePkJ7WXwHWTHUyIY9gk43wUxqW5Mx8cQusEakcwpVJWdFHWOlpnQFzdIyyIPhFd5Vj2k.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='\"Behavior\" report in One2Target tool' data-original=\"https://static.semrush.com/blog/uploads/media/02/e3/02e320f6bfc339fa1bac0d686102b0d8/761ecdfc62612158bd807352594c0606/original.jpeg\" height=\"1180\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/02/e3/02e320f6bfc339fa1bac0d686102b0d8/761ecdfc62612158bd807352594c0606/OWu_lBSNJDDuFQG8DYH7pbEUhCu4bgcn8mSBvA0ORVE313GfdjhVbJ129B3HfARufyZTqw7gKdbdDXIa5xPePkJ7WXwHWTHUyIY9gk43wUxqW5Mx8cQusEakcwpVJWdFHWOlpnQFzdIyyIPhFd5Vj2k.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eAll this information can help you better understand who you’re speaking to. And what type of messaging will resonate with them. \u003c/p\u003e\u003ch2\u003eStep-by-Step Guide to Launching a PPC Campaign\u003c/h2\u003e\u003cp\u003eFollow along to learn how to set up a search campaign in Google Ads. \u003c/p\u003e\u003cp\u003eEach platform will have a slightly different set of steps, but the overarching process will be the same.\u003c/p\u003e\u003ch3\u003e1. Select Your Goal\u003c/h3\u003e\u003cp\u003eAlmost all platforms will have a campaign objective (or goal). \u003c/p\u003e\u003cp\u003eIn Google Ads, your options are: sales, leads, website traffic, awareness and consideration, app promotion, local store visits and promotions, and an option to customize your own goal.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/d8/2a/d82a54c4eb063946e36fc0d83ecf93f0/ec6a55ff6bf310ca47fc90fd2529fa55/qriSy3pHr9L5yluiIwHm8IHrmpawCLCIUX73-1h_6Inu7RFSDf9iSF62NdZPAGUggk1Vs_H6X77thU3QrgJzWc88uRD2Ab2424A2eRIC1dH7xm93yCBOeU1QjTRBbkFMjG7_ZsfbXWTuN89Ft7nGIt0.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"Choosing a campaign objective in Google Ads\" data-original=\"https://static.semrush.com/blog/uploads/media/d8/2a/d82a54c4eb063946e36fc0d83ecf93f0/ec6a55ff6bf310ca47fc90fd2529fa55/original.png\" height=\"849\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/d8/2a/d82a54c4eb063946e36fc0d83ecf93f0/ec6a55ff6bf310ca47fc90fd2529fa55/qriSy3pHr9L5yluiIwHm8IHrmpawCLCIUX73-1h_6Inu7RFSDf9iSF62NdZPAGUggk1Vs_H6X77thU3QrgJzWc88uRD2Ab2424A2eRIC1dH7xm93yCBOeU1QjTRBbkFMjG7_ZsfbXWTuN89Ft7nGIt0.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eSelecting an objective will influence the bidding structure and how and when your ad is shown. \u003c/p\u003e\u003cp\u003eLuckily, it’s quite easy to decide which objective is best. Here’s how:\u003c/p\u003e\u003cul\u003e \u003cli\u003ePick sales or leads if you intend to make sales\u003c/li\u003e \u003cli\u003ePick traffic, awareness and consideration, or local visits if you want to increase brand awareness\u003c/li\u003e \u003cli\u003ePick app installs if you want to drive more users to your app\u003c/li\u003e\u003c/ul\u003e\u003ch3\u003e2. Conduct Keyword Research\u003c/h3\u003e\u003cp\u003eKeywords are essential for search campaigns. Because they define the cases when users will see your ads (along with targeting).\u003c/p\u003e\u003cp\u003eFor example, a user who searches for “wooden watch” may see your ad if you’re bidding on that keyword.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/bc/b9/bcb90b3a7561f51f7c52494eced161b7/89ede3467378587fe725595f4e502c2f/nM56XK-wQlB68_vyrE2HvfmRAVzOOLrU5bL8sH3sP6pBPaMJRHw6MHZRNUe1kexy7CZN50vqEirAyts5CagGig9E0M9W5oytDvqqPSLUjAHkWn-hgSweRpbDLULArDP-PsmNJ-D4uqNz7g_MD2mZpn0.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"A PPC ad on Google for the term “wooden watch”\" data-original=\"https://static.semrush.com/blog/uploads/media/bc/b9/bcb90b3a7561f51f7c52494eced161b7/89ede3467378587fe725595f4e502c2f/original.jpeg\" height=\"1446\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/bc/b9/bcb90b3a7561f51f7c52494eced161b7/89ede3467378587fe725595f4e502c2f/nM56XK-wQlB68_vyrE2HvfmRAVzOOLrU5bL8sH3sP6pBPaMJRHw6MHZRNUe1kexy7CZN50vqEirAyts5CagGig9E0M9W5oytDvqqPSLUjAHkWn-hgSweRpbDLULArDP-PsmNJ-D4uqNz7g_MD2mZpn0.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eYou can find some keywords by using \u003ca href=\"https://www.semrush.com/analytics/keywordgap/\"\u003eKeyword Gap\u003c/a\u003e to analyze yourself against your competitors. \u003c/p\u003e\u003cp\u003eEnter your domain and up to four competitors’ domains. Then, make sure to select “Paid Keywords” from the drop-down menus and click “\u003cstrong\u003eCompare\u003c/strong\u003e.”\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/90/f6/90f6aae9f2c8e5c09495cd452d3e251b/94a951f8be205488d05ce14502bc5bf8/mROngtuATUK0tvzBRQlNaIF-6JK6XkK2eP7sDChTK4GPLjR-CfMTDYNuQetc3DEuRFv6svat5d8fjs4kxqnKjDN0trgCispansBa_tXcNeM8jBR3sSZom55QpNPXSFdVHwPT3oAC0BJgtcsIXv4F5Pk.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"Competitors' domains entered into the Keyword Gap search bar\" data-original=\"https://static.semrush.com/blog/uploads/media/90/f6/90f6aae9f2c8e5c09495cd452d3e251b/94a951f8be205488d05ce14502bc5bf8/original.png\" height=\"736\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/90/f6/90f6aae9f2c8e5c09495cd452d3e251b/94a951f8be205488d05ce14502bc5bf8/mROngtuATUK0tvzBRQlNaIF-6JK6XkK2eP7sDChTK4GPLjR-CfMTDYNuQetc3DEuRFv6svat5d8fjs4kxqnKjDN0trgCispansBa_tXcNeM8jBR3sSZom55QpNPXSFdVHwPT3oAC0BJgtcsIXv4F5Pk.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eOnce you see the report, scroll down to the table. Then, make sure your domain is displayed next to “All keyword details for:” and select the “\u003cstrong\u003eMissing\u003c/strong\u003e” tab.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/c6/c4/c6c416eeda81eb4c7ec81bd0affe6c8c/7ac26d39ac31c1e07ed29beed88f3ff4/8_3naufW782ty19GW1_zfQY2DgKwnGB0677COmoCi8H0ktIV950YShGMynVQXYvr1iS36yWC6ZzLxy-fW7kqTyYYYjn-F8GExc-eV1SD8k2wlASccyZ81oN47_DrCVx7gqoIXe9mgL2K2LvjrcYBhRQ.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='\"Missing\" keywords table in Keyword Gap' data-original=\"https://static.semrush.com/blog/uploads/media/c6/c4/c6c416eeda81eb4c7ec81bd0affe6c8c/7ac26d39ac31c1e07ed29beed88f3ff4/original.png\" height=\"448\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/c6/c4/c6c416eeda81eb4c7ec81bd0affe6c8c/7ac26d39ac31c1e07ed29beed88f3ff4/8_3naufW782ty19GW1_zfQY2DgKwnGB0677COmoCi8H0ktIV950YShGMynVQXYvr1iS36yWC6ZzLxy-fW7kqTyYYYjn-F8GExc-eV1SD8k2wlASccyZ81oN47_DrCVx7gqoIXe9mgL2K2LvjrcYBhRQ.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eYou’ll now see a list of keywords that all your competitors have paid rankings for but you don’t. \u003c/p\u003e\u003cp\u003eYou can also see the monthly search volumes for those keywords, your competitors’ paid rankings, and the average CPC advertisers pay for each keyword. \u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/7e/3a/7e3ad994458ca5cdc98304f20cd0fdbc/9aabb4aab4eb30f2fc960c4a1640b7da/QwYUM2d-5Wdib-eKE5Qao8s_n2SXJRDwIRMCcUX1a11pRKu0gctX9mzBGbjcq27qszoxvkEw_C6LXhbmFCohlVMgwqPzwoZI7-KZqVfnZeVJ61ngZ7KCPh32bWl31LbpOJIs4M-DEK1NxNw9a3-CwlI.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"\u0026quot;Volume,\u0026quot; and \u0026quot;CPC\u0026quot; columns highlighted in Keyword Gap's missing keywords table\" data-original=\"https://static.semrush.com/blog/uploads/media/7e/3a/7e3ad994458ca5cdc98304f20cd0fdbc/9aabb4aab4eb30f2fc960c4a1640b7da/original.png\" height=\"441\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/7e/3a/7e3ad994458ca5cdc98304f20cd0fdbc/9aabb4aab4eb30f2fc960c4a1640b7da/QwYUM2d-5Wdib-eKE5Qao8s_n2SXJRDwIRMCcUX1a11pRKu0gctX9mzBGbjcq27qszoxvkEw_C6LXhbmFCohlVMgwqPzwoZI7-KZqVfnZeVJ61ngZ7KCPh32bWl31LbpOJIs4M-DEK1NxNw9a3-CwlI.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eFrom this list, identify relevant options you want to focus on for your PPC campaign. \u003c/p\u003e\u003cp\u003eYou can use the Semrush’s \u003ca href=\"https://www.semrush.com/analytics/keywordmagic/\"\u003eKeyword Magic Tool\u003c/a\u003e to find further options. \u003c/p\u003e\u003cp\u003eInput one of the keywords you want to bid on based on the terms you discovered during your gap analysis. Then, 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/9a/48/9a48ee7aeff3e0615d3e583fb77fe247/a26e70a13334323c8c5b1062196f784e/oxcuzTCcKpY6NRkVkI6s4nbLBxE-ahl2k3XpMn4S91GYL8XnxwFimuxCvVyKHy3XbejfTvZZ_3ZgE8tVtYK-th3YTlU4jWAPta2ehUoj85hOwv45x3QVZUdgsbAeF5XxWZVtOgmZOOgkEAThqRXx5-k.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='\"wooden watches\" entered into the Keyword Magic Tool search bar' data-original=\"https://static.semrush.com/blog/uploads/media/9a/48/9a48ee7aeff3e0615d3e583fb77fe247/a26e70a13334323c8c5b1062196f784e/original.png\" height=\"405\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/9a/48/9a48ee7aeff3e0615d3e583fb77fe247/a26e70a13334323c8c5b1062196f784e/oxcuzTCcKpY6NRkVkI6s4nbLBxE-ahl2k3XpMn4S91GYL8XnxwFimuxCvVyKHy3XbejfTvZZ_3ZgE8tVtYK-th3YTlU4jWAPta2ehUoj85hOwv45x3QVZUdgsbAeF5XxWZVtOgmZOOgkEAThqRXx5-k.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eYou’ll then get a list of similar keywords. \u003c/p\u003e\u003cp\u003eClick the gear icon at the top of the table and select the checkbox next to “Competitive Density” to add it to the table. Review this metric as well as CPC when considering keywords. \u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/85/31/8531b6ad4a13a687089773838bb68762/fa5e3632610122b4f8d515e13719b65f/uQUofeWuaabTsVUFZ68pArOEvWvafpvcVSg78uYhKymmsq7bPG7n1x76le_J3_IXiYufMZcM6oJ2Fd_gkhMW7a3W1IAjc5HKhLUSoB-kSuOrV24nnjjx6GVTt3dL3H1sdugJNJJC1p0xrQKBf2yYygI.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='A list of related keywords to \"wooden watches\" in Keyword Magic Tool' data-original=\"https://static.semrush.com/blog/uploads/media/85/31/8531b6ad4a13a687089773838bb68762/fa5e3632610122b4f8d515e13719b65f/original.jpeg\" height=\"938\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/85/31/8531b6ad4a13a687089773838bb68762/fa5e3632610122b4f8d515e13719b65f/uQUofeWuaabTsVUFZ68pArOEvWvafpvcVSg78uYhKymmsq7bPG7n1x76le_J3_IXiYufMZcM6oJ2Fd_gkhMW7a3W1IAjc5HKhLUSoB-kSuOrV24nnjjx6GVTt3dL3H1sdugJNJJC1p0xrQKBf2yYygI.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eFinally, take a look at the “Intent” column. \u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/97/61/9761e87c7852b32cdde5a5a4f19d5002/07ff8b79acccde081e8a95bd41e8ea0a/oBren4ThzS_IM8GAyamF1zPWwPt5nrlMZVy87zN2IUQcHeJgU99YtXJp9PCv_4zBnHTThYagzHf34qE4QDIk3qCfQwwNRiqLg4_Mwkfo3i-FBrVdYxRaLpyP8NlVCTQ0X3BxXZJ0T50NSdBkxLCzFNo.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='\"Intent\" column highlighted in Keyword Magic Tool' data-original=\"https://static.semrush.com/blog/uploads/media/97/61/9761e87c7852b32cdde5a5a4f19d5002/07ff8b79acccde081e8a95bd41e8ea0a/original.png\" height=\"996\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/97/61/9761e87c7852b32cdde5a5a4f19d5002/07ff8b79acccde081e8a95bd41e8ea0a/oBren4ThzS_IM8GAyamF1zPWwPt5nrlMZVy87zN2IUQcHeJgU99YtXJp9PCv_4zBnHTThYagzHf34qE4QDIk3qCfQwwNRiqLg4_Mwkfo3i-FBrVdYxRaLpyP8NlVCTQ0X3BxXZJ0T50NSdBkxLCzFNo.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eHere’s a rundown of the main intent categories and which types of campaigns they’re best for:\u003c/p\u003e\u003cul\u003e \u003cli\u003e\u003cstrong\u003eInformational (I)\u003c/strong\u003e: Means a user is looking for information. This can be good for awareness or traffic goals.\u003c/li\u003e \u003cli\u003e\u003cstrong\u003eNavigational (N)\u003c/strong\u003e: Means a user is looking for an exact webpage or brand. This can be used to bid on branded keywords (e.g., “slack integration” if your company has a Slack integration).\u003c/li\u003e \u003cli\u003e\u003cstrong\u003eCommercial (C)\u003c/strong\u003e: Means a user is investigating options or brands. This can be good for both sales and lead campaigns.\u003c/li\u003e \u003cli\u003e\u003cstrong\u003eTransactional (T)\u003c/strong\u003e: Means a user is looking to make a purchase. This is best for leads, sales, and app installs.\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eFilter based on the intent that best aligns with your goal to get a good starting list for your PPC campaign.\u003c/p\u003e\u003cp\u003e[create-campaign destination_url=\"https://www.semrush.com/analytics/keywordmagic/\" show_input=\"false\"header=\"Get Keyword Suggestions\" text=\"with the Keyword Magic Tool, the Biggest Keyword Database on the Market\" button_text=\"Try for Free\"bg_images=\"https://static.semrush.com/blog/uploads/media/96/fd/96fd495930d058321d5f78f5554aff88/trial-superbanner-1.png\"bg_button=\"-success\"]\u003c/p\u003e\u003ch3\u003e3. Choose Your Bidding Strategy\u003c/h3\u003e\u003cp\u003eNext, you’ll need to choose your bidding strategy.\u003c/p\u003e\u003cp\u003eYou can either add your maximum CPC limit now or at the keyword level.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/26/5c/265c802aae05de8cb7cdba1766002a05/37a96721392d1f754deb3a2680393ec2/M3n_4yhodpiI8fTG04KC-bZy-pzMjvS-efj1cb1Xjrrrcy2KbH8t1Qo6EIMzxSN7y4Ey3tc1U0-pctftBnwCVgVuVm-VZAxKd_KaQNsqbVDFrkJwqlGFwjTowGzjwCtpj5XoyuQZ3-Ka_eMT7ipCRL0.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"Bidding section in Google Ads\" data-original=\"https://static.semrush.com/blog/uploads/media/26/5c/265c802aae05de8cb7cdba1766002a05/37a96721392d1f754deb3a2680393ec2/original.png\" height=\"594\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/26/5c/265c802aae05de8cb7cdba1766002a05/37a96721392d1f754deb3a2680393ec2/M3n_4yhodpiI8fTG04KC-bZy-pzMjvS-efj1cb1Xjrrrcy2KbH8t1Qo6EIMzxSN7y4Ey3tc1U0-pctftBnwCVgVuVm-VZAxKd_KaQNsqbVDFrkJwqlGFwjTowGzjwCtpj5XoyuQZ3-Ka_eMT7ipCRL0.png\" width=\"660\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eIf you’re new to PPC campaigns and aren’t sure about the appropriate maximum CPC, review the averages you saw during your keyword research. \u003c/p\u003e\u003ch3\u003e4. Select Your Campaign Settings\u003c/h3\u003e\u003cp\u003eEach search campaign includes a variety of audience targeting options to narrow down the audience based on the research you conducted.\u003c/p\u003e\u003cp\u003eGoogle Ads lets you target specific locations, languages, and audience segments (e.g, interests, demographics, etc).\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/df/c7/dfc7062dd7a592c0d60410c15f7527a3/7456fd4b0b11234a1a48c0bf02e2c11a/WjvVHj29-NirbKIFyW2mhwdusC00per1XXpSeEiHtAU3R-kgGW82xr5wylV1FAUxsn02CjemUdI6N2ISeDb03opY_nZ-3kyfC-fFlTYXS9H2HndCYr9SD4MSPHX0vRTuGliOZLs8rTAKD3yEHa7VBlg.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"Location, languages and audience segments campaign settings in Google Ads\" data-original=\"https://static.semrush.com/blog/uploads/media/df/c7/dfc7062dd7a592c0d60410c15f7527a3/7456fd4b0b11234a1a48c0bf02e2c11a/original.jpeg\" height=\"1600\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/df/c7/dfc7062dd7a592c0d60410c15f7527a3/7456fd4b0b11234a1a48c0bf02e2c11a/WjvVHj29-NirbKIFyW2mhwdusC00per1XXpSeEiHtAU3R-kgGW82xr5wylV1FAUxsn02CjemUdI6N2ISeDb03opY_nZ-3kyfC-fFlTYXS9H2HndCYr9SD4MSPHX0vRTuGliOZLs8rTAKD3yEHa7VBlg.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eKeep in mind that you can set up ad sets for each campaign. They’re basically collections of ads that are each a bit different.\u003c/p\u003e\u003ch3\u003e5. Enter Your Keywords and Write Compelling Ad Copy\u003c/h3\u003e\u003cp\u003eCopy is the only thing incentivizing users to click on your search ad. So, it needs to be good and also incorporate your target keywords.\u003c/p\u003e\u003cp\u003eStart by entering the keywords you selected during research.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/51/23/5123bf294088f623734b2fb09f14f5e2/98c19093c1ad24779fd6a8acb8ae4a44/1PrZDjTwxENI6uzfFs7JOD8rZ8bnTS3Uw5TSn0isQvLlhCuym1vLbaXvvtakDL19dl7xLivEvN9ACIPVLt-ivd90NTHh5JcYtERy_cKjG1K0GiDS9UQfxxtn7CT5chEeZih9yZAkpaKzIGiC6On69P4.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='\"Enter keywords\" box in Google Ads' data-original=\"https://static.semrush.com/blog/uploads/media/51/23/5123bf294088f623734b2fb09f14f5e2/98c19093c1ad24779fd6a8acb8ae4a44/original.png\" height=\"725\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/51/23/5123bf294088f623734b2fb09f14f5e2/98c19093c1ad24779fd6a8acb8ae4a44/1PrZDjTwxENI6uzfFs7JOD8rZ8bnTS3Uw5TSn0isQvLlhCuym1vLbaXvvtakDL19dl7xLivEvN9ACIPVLt-ivd90NTHh5JcYtERy_cKjG1K0GiDS9UQfxxtn7CT5chEeZih9yZAkpaKzIGiC6On69P4.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eNext, write your copy in the space provided.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/68/23/6823961a0a76fb153c5fb39798b277d6/dbf37a58f14c6ffaa3e6dc8d3f1a1502/PSBkE-W7G4qva3vKRqmiMQde-FQbrXegZzuRp6ABim9zZS5gaGoH_-kLzybuXvw8Hy0uqu-VNSz8gSgsMFp-xG72yklB0vBMsIQigZwoD6rm3lEurhYMhwSGgmW8ZZUk6oo_bk4dy1FCHhJ7xeAKr68.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"Write the copy for your ad\" data-original=\"https://static.semrush.com/blog/uploads/media/68/23/6823961a0a76fb153c5fb39798b277d6/dbf37a58f14c6ffaa3e6dc8d3f1a1502/original.jpeg\" height=\"1143\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/68/23/6823961a0a76fb153c5fb39798b277d6/dbf37a58f14c6ffaa3e6dc8d3f1a1502/PSBkE-W7G4qva3vKRqmiMQde-FQbrXegZzuRp6ABim9zZS5gaGoH_-kLzybuXvw8Hy0uqu-VNSz8gSgsMFp-xG72yklB0vBMsIQigZwoD6rm3lEurhYMhwSGgmW8ZZUk6oo_bk4dy1FCHhJ7xeAKr68.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eKeep in mind what you learned based on the copy your competitors are using as well as the keywords Google Ads recommends using. But experiment on your own as well.\u003c/p\u003e\u003cp\u003eMany companies will put their unique selling propositions (USPs) in the title to make themselves stand out. \u003c/p\u003e\u003cp\u003eFor example, you might include stand-out selling points like “natural materials,” and “craftsmanship” in your headlines if you’re creating ads promoting your watches.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/bc/a3/bca32a880695b2fcf8838732b4ba6d40/2bb90f48e571ae4737758f81a3d1a4b2/_DpItvMTZc4W9NOozj6-FT9ziNna_RUzIfP3adYPWz6XqO1g0XACMfe3ckmjIz_m7Xxim33Y4aaNrITZDA6BdFFf_kl4gXMPSeCCJoERrcmPrATtJKXJD5VX27Rr5md2YrqIiETN4DQMLEPyH023Zus.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"“natural materials,” and “craftsmanship” keywords highlighted in a PPC ad on Google\" data-original=\"https://static.semrush.com/blog/uploads/media/bc/a3/bca32a880695b2fcf8838732b4ba6d40/2bb90f48e571ae4737758f81a3d1a4b2/original.png\" height=\"758\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/bc/a3/bca32a880695b2fcf8838732b4ba6d40/2bb90f48e571ae4737758f81a3d1a4b2/_DpItvMTZc4W9NOozj6-FT9ziNna_RUzIfP3adYPWz6XqO1g0XACMfe3ckmjIz_m7Xxim33Y4aaNrITZDA6BdFFf_kl4gXMPSeCCJoERrcmPrATtJKXJD5VX27Rr5md2YrqIiETN4DQMLEPyH023Zus.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eMake sure your descriptions always include a CTA like “buy,” “get,” “try,” “discover,” etc. And don’t be afraid to include sentence fragments or omit words to remain within character limits.\u003c/p\u003e\u003cp\u003eYou can also experiment with writing out numbers in different ways (“1K” vs. “1,000” vs. “1 000”). And including or excluding your brand name. \u003c/p\u003e\u003cp\u003eDon’t forget about including ad assets, either.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/37/72/37728b644cbad0adc5f7f6cdddb0f15b/bb42cb9422c15a12021acae214509f64/B3154M8kUXAatudFcZ7l-m7bxaeRriOh9USewKbIueYXD4q_E_ykGbK5YkBspaPUESzqx9-8yfuSylQGhBMU2rnVpIKFx01xODyAzQsLgV94l9BuBuJodrjzTURO1UCpYFs2V1COkTo9w2YDO2aAI8I.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"PPC ad assets on Google\" data-original=\"https://static.semrush.com/blog/uploads/media/37/72/37728b644cbad0adc5f7f6cdddb0f15b/bb42cb9422c15a12021acae214509f64/original.png\" height=\"516\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/37/72/37728b644cbad0adc5f7f6cdddb0f15b/bb42cb9422c15a12021acae214509f64/B3154M8kUXAatudFcZ7l-m7bxaeRriOh9USewKbIueYXD4q_E_ykGbK5YkBspaPUESzqx9-8yfuSylQGhBMU2rnVpIKFx01xODyAzQsLgV94l9BuBuJodrjzTURO1UCpYFs2V1COkTo9w2YDO2aAI8I.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eYou get more visual real estate and often a clearer CTA for the user.\u003c/p\u003e\u003caside class=\"tip-box\"\u003e\u003cdiv class=\"tip-box_title\"\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003ePro tip\u003c/strong\u003e\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003cdiv class=\"tip-box_text-wrapper\"\u003e\u003cp\u003e\u003cem\u003eGoogle Ads lets you input multiple headlines and descriptions. The platform will then mix them up to find the best possible option.\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003c/aside\u003e\u003ch3\u003e5. Optimize Your Landing Page\u003c/h3\u003e\u003cp\u003eYour PPC campaign’s ads will have to point to a landing page. And it should clearly match the keyword intent and offer a great user experience.\u003c/p\u003e\u003cp\u003eLet’s say you’re in software sales. Focus on clearly showing the product in the landing page hero space, including a clear purchase button, and incorporating descriptions that are easy to understand.\u003c/p\u003e\u003cp\u003eIf you listed various USPs in your ad copy, make sure they’re represented on the landing page as well. Like this page:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/fd/bf/fdbf0432cfe939d645b4410c49d30b66/1e12ec89b20cbfbcbb131bf90284590c/ddH-cfU2QNImR8PwjJnzYWPoRhEV316H2c2msTz8gNtR-mzKa1LtYgnVQ1cS8KMba5VRJw3HuqwcRE8LT9h-d_Zl5C4AzLRpKTsPAYHdJn3FZwjHf420liIiyhILr0gXtvngGcCrZi2frLQhm5DrvsI.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='\"Benefits from the advanced features\" section of a landing page' data-original=\"https://static.semrush.com/blog/uploads/media/fd/bf/fdbf0432cfe939d645b4410c49d30b66/1e12ec89b20cbfbcbb131bf90284590c/original.jpeg\" height=\"1197\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/fd/bf/fdbf0432cfe939d645b4410c49d30b66/1e12ec89b20cbfbcbb131bf90284590c/ddH-cfU2QNImR8PwjJnzYWPoRhEV316H2c2msTz8gNtR-mzKa1LtYgnVQ1cS8KMba5VRJw3HuqwcRE8LT9h-d_Zl5C4AzLRpKTsPAYHdJn3FZwjHf420liIiyhILr0gXtvngGcCrZi2frLQhm5DrvsI.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eAdding reviews, testimonials, and other social proof can also work well. Because those elements help build trust.\u003c/p\u003e\u003cp\u003eBut avoid including anything that can slow down the page load time. So you don’t negatively impact the user experience.\u003c/p\u003e\u003cp\u003eFinally, make navigating the page as simple as possible. By avoiding too many links or buttons that lead to other pages.\u003c/p\u003e\u003ch3\u003e6. Set Your Budget\u003c/h3\u003e\u003cp\u003eYou assign your daily budget in Google Ads in the final step by making a simple selection. Which is then used to pay for the clicks.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/01/ac/01accd51f9cd360480defec61d610a2e/e4c93a31376440ffaae5852a11c9e681/KQo2Hdj0zXpjjdgD2s53A9wzYK4YAnCoRQk6zp0h8Oit8T3UvgIQDnn11k9Oxo4i4vekg4P600AXNhO7_oNWowFtGIPDv3zhddcw3rvvmVxdGMkVqDcVrDSyw93--OuGur7ZzaiFJVXRjLPwXHopZWY.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"Budget section in Google Ads\" data-original=\"https://static.semrush.com/blog/uploads/media/01/ac/01accd51f9cd360480defec61d610a2e/e4c93a31376440ffaae5852a11c9e681/original.png\" height=\"913\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/01/ac/01accd51f9cd360480defec61d610a2e/e4c93a31376440ffaae5852a11c9e681/KQo2Hdj0zXpjjdgD2s53A9wzYK4YAnCoRQk6zp0h8Oit8T3UvgIQDnn11k9Oxo4i4vekg4P600AXNhO7_oNWowFtGIPDv3zhddcw3rvvmVxdGMkVqDcVrDSyw93--OuGur7ZzaiFJVXRjLPwXHopZWY.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eGoogle will give you three recommended options. And a custom budget option where you can assign a daily budget of any size.\u003c/p\u003e\u003cp\u003eYou’ll also get an estimation of the weekly number of clicks, average CPC, and the weekly cost.\u003c/p\u003e\u003caside class=\"tip-box\"\u003e\u003cdiv class=\"tip-box_title\"\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eNote\u003c/strong\u003e\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003cdiv class=\"tip-box_text-wrapper\"\u003e\u003cp\u003e\u003cem\u003eYour actual spend may vary each day. Because Google uses a monthly basis, your maximum spend over the course of a month won’t be more than your daily budget times the number of days.\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003c/aside\u003e\u003ch3\u003e7. Monitor and Optimize Your Campaigns\u003c/h3\u003e\u003cp\u003eYou can make tweaks to PPC campaigns while they’re live to get better results. Which is often a good idea.\u003c/p\u003e\u003cp\u003eBut you first need to understand what good performance is. Which is challenging if you’ve never run a search campaign before. \u003c/p\u003e\u003cp\u003eSo, start by looking at \u003ca href=\"https://adclicks.app/blog/ppc/search-industry-benchmarks/\"\u003eindustry benchmarks for PPC campaigns\u003c/a\u003e to get a good idea on what results can be considered good.\u003c/p\u003e\u003cp\u003eOnce you’ve run a few campaigns, you can then look at them for benchmarks.\u003c/p\u003e\u003cp\u003eThen, look at the data in Google Ads. And pay attention to these key metrics:\u003c/p\u003e\u003cul\u003e \u003cli\u003eCTR\u003c/li\u003e \u003cli\u003eConversion rate\u003c/li\u003e \u003cli\u003eImpressions\u003c/li\u003e \u003cli\u003eClicks\u003c/li\u003e \u003cli\u003eCPC\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eIt’s also a good idea to supplement this information with external data. Which you can do with Semrush’s \u003ca href=\"https://www.semrush.com/position-tracking/\"\u003ePosition Tracking\u003c/a\u003e tool:\u003c/p\u003e\u003cp\u003eOpen the tool, enter your domain, and click “\u003cstrong\u003eSet up tracking\u003c/strong\u003e.”\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/39/f5/39f54b5177c9ec63569c701470a6eb4f/734282f3ebfde1ae482123f87ec6cd5d/myKDX564MRKGittgSL5wU39yDhCclWwde1MQbAm1KStn44Gx6VOjaEdYZIJCpv02gQ0NXpXd_dXEsCQYpdnBjYs7oaK51ILYYP-B_HdSOH9OskYtrHBRwWI1Y2Cgf-kOAt1T28J04KiRFMZ-gc0ptt8.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"Position Tracking tool search bar\" data-original=\"https://static.semrush.com/blog/uploads/media/39/f5/39f54b5177c9ec63569c701470a6eb4f/734282f3ebfde1ae482123f87ec6cd5d/original.png\" height=\"424\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/39/f5/39f54b5177c9ec63569c701470a6eb4f/734282f3ebfde1ae482123f87ec6cd5d/myKDX564MRKGittgSL5wU39yDhCclWwde1MQbAm1KStn44Gx6VOjaEdYZIJCpv02gQ0NXpXd_dXEsCQYpdnBjYs7oaK51ILYYP-B_HdSOH9OskYtrHBRwWI1Y2Cgf-kOAt1T28J04KiRFMZ-gc0ptt8.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eFollow the \u003ca href=\"https://www.semrush.com/kb/548-configuring-position-tracking\"\u003ePosition Tracking configuration guide\u003c/a\u003e to complete all the steps in the setup wizard. And make sure to add all the keywords you’re targeting with your PPC ads.\u003c/p\u003e\u003cp\u003eThen, click “\u003cstrong\u003eStart Tracking\u003c/strong\u003e.”\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/59/9c/599cef6644e0de622bdb56bfe485e212/996cbd9fab86d6c5de91f6ed11a520e4/rTju0rvclyBrgHyXVycuevUSqmOcdABXJ929GU_28pMGQDgA2qkw9dK7DZG6K8rnsQ2hhLQW3RKm7b4LSPtwxA1BIReXu-KhToQDw-3AXOp9Hr-vfCgxXp5lqsMhEnfoUY8hyA7t-cKG0fuTxz4fYcM.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='\"Keywords\" window in Position Tracking settings' data-original=\"https://static.semrush.com/blog/uploads/media/59/9c/599cef6644e0de622bdb56bfe485e212/996cbd9fab86d6c5de91f6ed11a520e4/original.png\" height=\"1120\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/59/9c/599cef6644e0de622bdb56bfe485e212/996cbd9fab86d6c5de91f6ed11a520e4/rTju0rvclyBrgHyXVycuevUSqmOcdABXJ929GU_28pMGQDgA2qkw9dK7DZG6K8rnsQ2hhLQW3RKm7b4LSPtwxA1BIReXu-KhToQDw-3AXOp9Hr-vfCgxXp5lqsMhEnfoUY8hyA7t-cKG0fuTxz4fYcM.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eOnce the tool is set up, you’ll see the “Landscape” tab. \u003c/p\u003e\u003cp\u003eClick the gear icon in the upper right corner and select the circle next to “\u003cstrong\u003eGoogle Ads\u003c/strong\u003e” under “Type.”\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/03/51/0351245819b76fb5003f7fc0cf77f3c2/0b077bbff15792651ac0283258051a90/i10KzZTcVliVCPOSeQ4met_nFxTC11fwafWyc14JgKSg7-guRuJFWxYzPGhYtHwD085bjTkYGk1wkh4vOV1Fh91-LdMrv8Q8xR_YKoX8H1dZmnntaxMevro7z3N4FcJhxrBqXpvKaAsTMzBcNRPg20A.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='“Google Ads” selected under “Type\" drop-down menu' data-original=\"https://static.semrush.com/blog/uploads/media/03/51/0351245819b76fb5003f7fc0cf77f3c2/0b077bbff15792651ac0283258051a90/original.jpeg\" height=\"622\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/03/51/0351245819b76fb5003f7fc0cf77f3c2/0b077bbff15792651ac0283258051a90/i10KzZTcVliVCPOSeQ4met_nFxTC11fwafWyc14JgKSg7-guRuJFWxYzPGhYtHwD085bjTkYGk1wkh4vOV1Fh91-LdMrv8Q8xR_YKoX8H1dZmnntaxMevro7z3N4FcJhxrBqXpvKaAsTMzBcNRPg20A.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eYou’ll now see high-level information about your paid keyword rankings and how they’ve changed.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/f1/47/f147f31c59dec5b74af2c1867d79b32c/9ce9c3bcfd06df124c3f40717044bebe/3gykerEiK9FRsDSY2EMj3u_VohjgPD6-EPNhlKDRBrNeLjBivHu0ckGJATaKckWbmkJuZtHWfkP5PEVyIGgb-P4PtiuwDSSCu3zVGONRRHfWL2MNrIxoYPkK4hi2yveXNGztviFT_oZqaUeWtNSBjfc.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='\"Landscape\" report in Position Tracking tool' data-original=\"https://static.semrush.com/blog/uploads/media/f1/47/f147f31c59dec5b74af2c1867d79b32c/9ce9c3bcfd06df124c3f40717044bebe/original.jpeg\" height=\"1213\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/f1/47/f147f31c59dec5b74af2c1867d79b32c/9ce9c3bcfd06df124c3f40717044bebe/3gykerEiK9FRsDSY2EMj3u_VohjgPD6-EPNhlKDRBrNeLjBivHu0ckGJATaKckWbmkJuZtHWfkP5PEVyIGgb-P4PtiuwDSSCu3zVGONRRHfWL2MNrIxoYPkK4hi2yveXNGztviFT_oZqaUeWtNSBjfc.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eHead to the “\u003cstrong\u003eOverview\u003c/strong\u003e” tab for a more detailed look at all your paid search rankings.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/72/4e/724e1d2c9ad92cd87b0ef83db21fab24/9946048b50685cd20da2345bd4ddfb56/arRsFD_sBsDJhTu69my5qPjS6UYJ6pRJbQ96jB0Ua-tWx5xa6uHJ09iox0PMuF_QvTQwjen9gSxmHHQzBzmXLBeFttP8GuaWRWN9m7WvhV5kV05gzivjVczVllrJ1MtWuhG0pzqBu4qzyo0vJKTTgOI.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='\"Overview\" report dashboard in Position Tracking tool' data-original=\"https://static.semrush.com/blog/uploads/media/72/4e/724e1d2c9ad92cd87b0ef83db21fab24/9946048b50685cd20da2345bd4ddfb56/original.jpeg\" height=\"854\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/72/4e/724e1d2c9ad92cd87b0ef83db21fab24/9946048b50685cd20da2345bd4ddfb56/arRsFD_sBsDJhTu69my5qPjS6UYJ6pRJbQ96jB0Ua-tWx5xa6uHJ09iox0PMuF_QvTQwjen9gSxmHHQzBzmXLBeFttP8GuaWRWN9m7WvhV5kV05gzivjVczVllrJ1MtWuhG0pzqBu4qzyo0vJKTTgOI.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eNext, go to the “\u003cstrong\u003eCompetitors Discovery\u003c/strong\u003e” tab to see who your closest competitors are. And how you compare.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/59/27/59272d03027f5a3d4fb649716aa1c913/9743f4234c5bc5a0555f65bf04a01fb6/iBEzw4fbzZ7a3638iEnzAKtHfqxvvYtelDgyNgzGC7UMPdoSHdQ3AhmtT46Byc1bElVoWsTrjF7aPWvh6eJqJmnmrE75cbL3HIkWdbloiFPjTVLHjy6_7gxqSdxyXrY87l90eUCUt8TftUlnqjfEiOw.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='\"Competitors Discovery\" tab in Position Tracking tool' data-original=\"https://static.semrush.com/blog/uploads/media/59/27/59272d03027f5a3d4fb649716aa1c913/9743f4234c5bc5a0555f65bf04a01fb6/original.jpeg\" height=\"760\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/59/27/59272d03027f5a3d4fb649716aa1c913/9743f4234c5bc5a0555f65bf04a01fb6/iBEzw4fbzZ7a3638iEnzAKtHfqxvvYtelDgyNgzGC7UMPdoSHdQ3AhmtT46Byc1bElVoWsTrjF7aPWvh6eJqJmnmrE75cbL3HIkWdbloiFPjTVLHjy6_7gxqSdxyXrY87l90eUCUt8TftUlnqjfEiOw.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eThe Position Tracking tool also alerts you about any sudden, large changes.\u003c/p\u003e\u003cp\u003eIf you notice something you want to improve based on your position changes or your data from within Google Ads, you can adjust either your ads or your landing page. \u003c/p\u003e\u003cp\u003eFor example, let’s say you have lots of impressions and a good CTR but a low number of sales or conversions. That could indicate something is wrong with the landing page.\u003c/p\u003e\u003cp\u003eSo, try experimenting with the landing page copy, images, and CTAs.\u003c/p\u003e\u003cp\u003eOr perhaps you’re getting few impressions and have a bad CTR, but you’re getting a decent number of sales or conversions considering that. This indicates that you may need to adjust the ads themselves.\u003c/p\u003e\u003cp\u003eIn this case, you can modify your ads by testing different USPs, appealing to a particular pain point, or even adjusting your keywords. \u003c/p\u003e\u003ch2\u003ePPC Advertising Platforms\u003c/h2\u003e\u003cp\u003eGoogle Ads isn’t the only platform for PPC ads. \u003c/p\u003e\u003cp\u003eHere’s a quick rundown of the options:\u003c/p\u003e\u003ch3\u003eGoogle Ads\u003c/h3\u003e\u003cp\u003eGoogle Ads makes it possible to reach nearly any audience. And offers numerous targeting options.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/8c/61/8c61b304b67f5e7e2dd20c3b58c0ef0d/b88a5c34bbf9b032213263fdfb54711d/_XwLCzsJh_8NOmshZlc8q8u3roreZaQ9EFaRGYa8mVLngCsVXFFGQJXlp0_IDkBt5qNp3lyv5mqxUawaV3MrNI1Uw8fkSH-3V4jhczvd_Kt_v4IY2t9PFY1XieaHZ4MvrIHdlm7zfNFltSqfUZYbrOU.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"ExpressVPN's PPC ad on Google for the search term \u0026quot;vpn\u0026quot;\" data-original=\"https://static.semrush.com/blog/uploads/media/8c/61/8c61b304b67f5e7e2dd20c3b58c0ef0d/b88a5c34bbf9b032213263fdfb54711d/original.png\" height=\"1109\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/8c/61/8c61b304b67f5e7e2dd20c3b58c0ef0d/b88a5c34bbf9b032213263fdfb54711d/_XwLCzsJh_8NOmshZlc8q8u3roreZaQ9EFaRGYa8mVLngCsVXFFGQJXlp0_IDkBt5qNp3lyv5mqxUawaV3MrNI1Uw8fkSH-3V4jhczvd_Kt_v4IY2t9PFY1XieaHZ4MvrIHdlm7zfNFltSqfUZYbrOU.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eBut there’s a lot of competition compared to other platforms. And it may be harder (or more expensive) to compete for certain keywords.\u003c/p\u003e\u003cp\u003eGoogle Ads also separates itself into the Search Network (Search, Maps, Shopping, etc.) and the Display Network (YouTube, Gmail, Blogger, etc.). \u003c/p\u003e\u003ch3\u003eYouTube Ads\u003c/h3\u003e\u003cp\u003eYouTube offers various video ad formats for different business needs. And includes similar targeting options as Google Ads.\u003c/p\u003e\u003cp\u003eHere are a few of the choices:\u003c/p\u003e\u003cul\u003e \u003cli\u003e\u003cstrong\u003eSkippable in-stream video ads\u003c/strong\u003e that play before, during, or after any video the targeted audience is viewing. And can be skipped after five seconds.\u003c/li\u003e \u003cli\u003e\u003cstrong\u003eUnskippable in-stream video ads\u003c/strong\u003e that play before, during, or after any video and cannot be skipped. But are 30 seconds or less.\u003c/li\u003e \u003cli\u003e\u003cstrong\u003eIn-feed video ads\u003c/strong\u003e are video ads that appear in YouTube search results, on YouTube’s mobile homepage, and alongside related videos\u003c/li\u003e\u003c/ul\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/aa/9c/aa9c9d114d0ef026e6eec2ebbddb75ab/7a5c165a0e42727b384f19156c16d602/XY9bJiM5vEklE2MPv_k1SgVjo43JfscH2lAKOwedFmtbuP3DVN0TI1-gvsw7VKEpbt5VN6lloniTkpNVOBQJgu62RREyz-VYLeCAlocYmGGwMPEAT7FlqooC2uRdW-wMzh2wDUc9Fe4FpenZm0oqq5s.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"A video ad on YouTube\" data-original=\"https://static.semrush.com/blog/uploads/media/aa/9c/aa9c9d114d0ef026e6eec2ebbddb75ab/7a5c165a0e42727b384f19156c16d602/original.jpeg\" height=\"954\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/aa/9c/aa9c9d114d0ef026e6eec2ebbddb75ab/7a5c165a0e42727b384f19156c16d602/XY9bJiM5vEklE2MPv_k1SgVjo43JfscH2lAKOwedFmtbuP3DVN0TI1-gvsw7VKEpbt5VN6lloniTkpNVOBQJgu62RREyz-VYLeCAlocYmGGwMPEAT7FlqooC2uRdW-wMzh2wDUc9Fe4FpenZm0oqq5s.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eYou can also run text and image ads on YouTube. Which appear at the bottom of the video player.\u003c/p\u003e\u003caside class=\"tip-box\"\u003e\u003cdiv class=\"tip-box_title\"\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003ePro tip\u003c/strong\u003e\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003cdiv class=\"tip-box_text-wrapper\"\u003e\u003cp\u003e\u003cem\u003eMany YouTube users listen to videos instead of watching them. Including voice-overs in your video ads can help you reach that part of the audience as well.\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003c/aside\u003e\u003ch3\u003eBing Ads (Microsoft Advertising)\u003c/h3\u003e\u003cp\u003eRunning ads on Bing and Microsoft Advertising partner sites gives you similar targeting options and features as Google Ads.\u003c/p\u003e\u003cp\u003eBut there are unique features like LinkedIn profile targeting and image extensions (which gives search ads visual appeal). And it allows you to import campaigns from Google Ads.\u003c/p\u003e\u003cp\u003eHere’s what a Bing ad looks like:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/a9/6f/a96fcdb5cde509e5f37ec1756b07f27e/e6e796db5508449243f7d4b2dd7f0aa1/RpYYZ41NA_IpoOuB4PxUlP2FzQ_hyM1ybeaQQPAGGC-8vJZpDMSf5Ae79sfYXW0ffg4q_YU8RnhxYrhlibtQ4lqlP20HcHS5sElrYxrPoWn9lS__FRMd-dXKeq60WLsXyiasNyzIJD0IIdqc-x0DOtQ.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"A Bing ad\" data-original=\"https://static.semrush.com/blog/uploads/media/a9/6f/a96fcdb5cde509e5f37ec1756b07f27e/e6e796db5508449243f7d4b2dd7f0aa1/original.png\" height=\"439\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/a9/6f/a96fcdb5cde509e5f37ec1756b07f27e/e6e796db5508449243f7d4b2dd7f0aa1/RpYYZ41NA_IpoOuB4PxUlP2FzQ_hyM1ybeaQQPAGGC-8vJZpDMSf5Ae79sfYXW0ffg4q_YU8RnhxYrhlibtQ4lqlP20HcHS5sElrYxrPoWn9lS__FRMd-dXKeq60WLsXyiasNyzIJD0IIdqc-x0DOtQ.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eBing Ads may also be less competitive than Google Ads. Which can help you spend less on PPC campaigns.\u003c/p\u003e\u003ch3\u003eLinkedIn Ads\u003c/h3\u003e\u003cp\u003eLinkedIn Ads enables you to easily target industry professionals and businesses.\u003c/p\u003e\u003cp\u003eHere’s what a LinkedIn ad looks like:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/77/f1/77f1e9586bc2a3213ac933ebdb3ddb34/b705c0ac7938fcccef3a3394183b561a/JKbjA7DtkkU42pUXXkX_vJPJjVLSA_Ez3XnlX7a0hSQtr4zVBlLGuRYWolgB-St8S5oEO6Pxrp3C7E4AiuriFfP2MIzS0GsiWJzUv3IrD4L4ZO-yI1ZfQHKpShe9JUIl1tiLYV4jpJaH4LX6i-pPkX0.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"G2's LinkedIn ad\" data-original=\"https://static.semrush.com/blog/uploads/media/77/f1/77f1e9586bc2a3213ac933ebdb3ddb34/b705c0ac7938fcccef3a3394183b561a/original.jpeg\" height=\"1424\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/77/f1/77f1e9586bc2a3213ac933ebdb3ddb34/b705c0ac7938fcccef3a3394183b561a/JKbjA7DtkkU42pUXXkX_vJPJjVLSA_Ez3XnlX7a0hSQtr4zVBlLGuRYWolgB-St8S5oEO6Pxrp3C7E4AiuriFfP2MIzS0GsiWJzUv3IrD4L4ZO-yI1ZfQHKpShe9JUIl1tiLYV4jpJaH4LX6i-pPkX0.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eThis platform includes unique targeting options like job titles, company names, industries and sectors, and more.\u003c/p\u003e\u003cp\u003eAnd there’s even a type of ad that lets you send direct messages to users without having a connection to them.\u003c/p\u003e\u003ch3\u003eReddit Ads\u003c/h3\u003e\u003cp\u003eReddit lets you target its subreddits. Which are created for enthusiasts of specific topics like gaming, food, etc.\u003c/p\u003e\u003cp\u003eAnd they look like this:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/56/88/568822d338ac21d2e2efdf512721f198/ed4178d1dd276c5bd637ac5de3140bf0/0yELmfo8Jgd5x9pzcmDywvmWl-FX2Xlweo4t2gkVyKhVLP5KJnCOdsc1bvax8Kv0TbOZ4OSaWCC2XWF7D2kwa1eBoItSOSAlTDAD5tFI6mmS9-6jRYl7gBVpf5go2Gilq01feyxciXOjGyM3Xd-v14g.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"Syncfusion's Reddit ad\" data-original=\"https://static.semrush.com/blog/uploads/media/56/88/568822d338ac21d2e2efdf512721f198/ed4178d1dd276c5bd637ac5de3140bf0/original.jpeg\" height=\"1126\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/56/88/568822d338ac21d2e2efdf512721f198/ed4178d1dd276c5bd637ac5de3140bf0/0yELmfo8Jgd5x9pzcmDywvmWl-FX2Xlweo4t2gkVyKhVLP5KJnCOdsc1bvax8Kv0TbOZ4OSaWCC2XWF7D2kwa1eBoItSOSAlTDAD5tFI6mmS9-6jRYl7gBVpf5go2Gilq01feyxciXOjGyM3Xd-v14g.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eMost of its targeting features are similar to those on Google Ads, but they’re not as extensive. Which is understandable. Because the main draw are subreddits.\u003c/p\u003e\u003cp\u003eYou also get to choose from multiple creative formats like images, GIFs, videos, and even text-only ads.\u003c/p\u003e\u003ch3\u003eMeta Ads\u003c/h3\u003e\u003cp\u003eMeta Ads combines advertising on Facebook, Instagram, and Messenger into one platform. \u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/3c/eb/3cebd2f8ee5e9e1cd145f092746ea108/4b8505dfdbb51a9394f18b09bb40e94b/lIoDS9CUXrEVAocIy8eMJo4Adtti8o_VuYQMcjVady9K3MNx9kF5-TOTBxUNUtaDqxYUXsqsDXPN4MOpfnvUT-EqM48bIxKun9-nphVwsR8ln57lWq34YQecz-yi6zmGfE8vXkdLfs6rXGLZLkpxnWQ.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"Blume's Facebook ad\" data-original=\"https://static.semrush.com/blog/uploads/media/3c/eb/3cebd2f8ee5e9e1cd145f092746ea108/4b8505dfdbb51a9394f18b09bb40e94b/original.jpeg\" height=\"912\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/3c/eb/3cebd2f8ee5e9e1cd145f092746ea108/4b8505dfdbb51a9394f18b09bb40e94b/lIoDS9CUXrEVAocIy8eMJo4Adtti8o_VuYQMcjVady9K3MNx9kF5-TOTBxUNUtaDqxYUXsqsDXPN4MOpfnvUT-EqM48bIxKun9-nphVwsR8ln57lWq34YQecz-yi6zmGfE8vXkdLfs6rXGLZLkpxnWQ.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eOne of the great things about Meta Ads is that you have the ability to reach diverse audiences.\u003c/p\u003e\u003cp\u003eIt also provides a complete array of demographic, geographic, and psychographic targeting options. And you get a high variety of creative asset options—GIFs, videos, images, etc.\u003c/p\u003e\u003ch2\u003eTurn PPC Campaigns Into a Long-Term PPC Strategy\u003c/h2\u003e\u003cp\u003eSetting up a single PPC campaign and managing it is just the start. You’ll want to run more in the future. \u003c/p\u003e\u003cp\u003eOnce you do, you’ll want to \u003ca href=\"https://www.semrush.com/blog/how-to-conduct-a-complete-ppc-audit/\"\u003eperform a PPC audit\u003c/a\u003e every once in a while. To find ways to improve performance and better manage your budgets.\u003c/p\u003e\u003cp\u003eAnd you can drive even better results with our advertising tools like Advertising Research and Position Tracking. 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