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Unleashing the Power of PPC for Higher Search Rankings

Vicki Nichols - Thumbnail

Vicki Nichols

Digital Marketing Lead

Supercharge Your Search Rankings with PPC

Would you like your business to appear higher in search rankings but struggle to get on the first page? This article is designed to assist you in achieving that goal using PPC for higher search rankings.

What is PPC?

PPC (or Pay-Per-Click) is an online advertising model in which advertisers pay a fee each time their ad is clicked. It is a way to drive targeted traffic to websites by bidding on relevant keywords and displaying ads on search engines or other platforms.

Aside from being a brilliant way to target relevant traffic, it also allows you to get your brand in front of new audiences. This is why many companies turn to PPC for higher search rankings.

How you can use PPC to rank higher on search engines

So you might be wondering, how does PPC affect search rankings? Well, if done well they allow you a way to quickly get to the top of the search results. However, the ranking of pay-per-click (PPC) ads can vary, depending on your strategy.

Another key benefit of appearing higher is that it can lead to an increased click-through rate. However, understanding the factors that influence ad ranking is crucial.

Ranking Factors of PPC for higher search rankings

1. Keyword relevance

For ad ranking to occur, a significant number of your targeted keywords need to match a user’s search query. The more specific your keywords are to the search query, the higher your ad ranking will be.

2. Ad copy relevance

Google emphasises the importance of providing meaningful search results. In addition to keywords, the content and relevance of your Google ad copy to the search query are important factors.

So good ad copy can mean the difference between using PPC for higher search rankings and not showing up at all.

3. Expected click-through rate

When setting up an ad, Google predicts its performance in terms of click-through rate based on a number of factors. These factors include the keyword’s past performance and the overall relevance of your ad to the target audience.

So the expected click-through rate will dramatically affect where you are ranked in search results. Or even if you’ll show up at all!

4. Bid Amount

While it’s not solely about the bid amount, when all ranking factors have been considered, the search engine considers the highest bidding ad for top rankings. However, there are instances where lower-bid ads will outrank higher-bid ads.

So the budget isn’t everything. You’ll find that the quality score holds more significance than bid amounts! However, having too little budget for high-cost keywords is a surefire way to fail at using PPC for higher search rankings. This is why it’s important to do plenty of keyword research first.

5. Quality of your landing page

Quality score is crucial when it comes to ranking factors for PPC. And one quality score you’ll need to focus on is the one for your landing page.

A landing page is where users are directed after clicking on your ad. A well-designed landing page can result in higher user engagement. Conversely, a high bounce rate may indicate to search engines that your page’s quality is low, potentially leading to lower rankings in subsequent searches.

6. Ad extensions

Another ranking factor that Google considers is the prominence of ad extensions. Utilising ad extensions can lead to a 10 to 15% increase in click-through rates, which in turn guarantees an upward adjustment in ranking by Google.

So simply implementing ad extensions into campaigns that aren’t currently could see you dramatically improve your ranking for your PPC ads.

7. Negative keywords

Implementing negative keywords is a valuable tactic to achieve relevance and precision. By utilising these keywords, you can effectively save both time and money. But it will also mean that the person who sees your ad is more likely to genuinely be interested in what you’re offering.

And an interested party that not only clicks on your ad but also engages with your landing page is a major ranking factor for Google. So you’ll find that the more relevant your ads are, the better you’ll rank because of improved engagement across the board.

To give you an idea of the kind of negative keywords you might choose to implement, we’ve put together an example. If your business focuses on face-to-face training, including the negative keyword ‘online’ would eliminate search queries related to online training. This instantly informs users that your business operates exclusively in person.

Is using PPC for higher search rankings a good option for all businesses?

If you are looking to improve your business’s visibility in search rankings but struggle with organic rankings, utilising pay-per-click (PPC) advertising can be a powerful solution. And this is true regardless of business size or marketing budget because you’re able to easily set limits you’re comfortable with.

By following these valuable insights and strategies, you’ll see improvements in your PPC ranking. But it’s important to remember that Google considers all ranking factors, so neglecting one is a mistake you’ll want to avoid!

Want to improve your rankings the easy way?
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