{"id":21946,"date":"2025-12-18T11:30:00","date_gmt":"2025-12-18T11:30:00","guid":{"rendered":"https:\/\/fifteen-staging.fifteen.dev\/blog\/a-beginners-guide-to-ppc\/"},"modified":"2025-12-18T17:29:39","modified_gmt":"2025-12-18T17:29:39","slug":"a-guide-to-ppc-marketing-for-beginners","status":"publish","type":"post","link":"https:\/\/www.fifteendesign.co.uk\/blog\/a-guide-to-ppc-marketing-for-beginners\/","title":{"rendered":"A guide to PPC marketing for beginners."},"content":{"rendered":"<div class=\"entry-content\"><p><span style=\"font-weight: 400;\">Pay-per-click (PPC) advertising can feel intimidating when you\u2019re new to it. With so many platforms, acronyms, metrics, and moving parts, it\u2019s no surprise that many businesses aren\u2019t sure where to start. But it doesn\u2019t have to be overwhelming.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When approached with the right strategy, it becomes one of the most powerful tools in your <\/span><a href=\"https:\/\/www.fifteendesign.co.uk\/digital-marketing\/\"><span style=\"font-weight: 400;\">digital marketing<\/span><\/a><span style=\"font-weight: 400;\"> toolkit because it helps you reach the right people at the exact moment they\u2019re searching for what you offer.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In our guide to <\/span><span style=\"font-weight: 400;\">PPC marketing for beginners<\/span><span style=\"font-weight: 400;\">, we\u2019ll break down how PPC works, whether it\u2019s the right choice for your business, and what you need in place to get started confidently.<\/span><\/p>\n<h2><b>What is PPC advertising?<\/b><\/h2>\n<p><a href=\"https:\/\/www.fifteendesign.co.uk\/digital-marketing\/ppc\/\"><span style=\"font-weight: 400;\">PPC advertising<\/span><\/a><span style=\"font-weight: 400;\"> is a digital marketing model where advertisers pay each time a user clicks their ad. Rather than relying solely on <\/span><a href=\"https:\/\/www.fifteendesign.co.uk\/digital-marketing\/seo\/\"><span style=\"font-weight: 400;\">organic visibility<\/span><\/a><span style=\"font-weight: 400;\">, PPC lets businesses buy targeted traffic immediately. For a start-up, or a business looking to gain traction quickly, it can be the perfect place to start, especially if you have a decent budget.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">PPC is a core part of most marketing strategies because it:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Reaches users actively searching or showing intent<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Delivers results quickly<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Offers measurable performance<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Scales with budget<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Can target very specific audiences<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">No locked-in long-term commitment<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Cash-flow flexibility\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">PPC advertising is present when a user is searching for a product or service directly, giving them a higher intent of conversion. It\u2019s a popular form of search engine advertising and can be used across numerous platforms including:<\/span><\/p>\n<h3><b>Google Ads<\/b><\/h3>\n<p><a href=\"https:\/\/business.google.com\/uk\/google-ads\/\"><span style=\"font-weight: 400;\">Google Ads<\/span><\/a><span style=\"font-weight: 400;\"> is the largest and most powerful PPC platform available and includes features like Search, Shopping, YouTube, <\/span><a href=\"https:\/\/www.fifteendesign.co.uk\/digital-marketing\/ppc\/display-advertising-and-remarketing\/\"><span style=\"font-weight: 400;\">Display and Remarketing<\/span><\/a><span style=\"font-weight: 400;\">, Discovery, and Performance Max. As it\u2019s the most popular platform, it does come with higher cost-per-clicks (CPC) and higher competition.<\/span><\/p>\n<h3><b>Microsoft Advertising<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">With <\/span><a href=\"https:\/\/ads.microsoft.com\/\"><span style=\"font-weight: 400;\">Microsoft Advertising<\/span><\/a><span style=\"font-weight: 400;\">, you can run ads on search engines like <\/span><a href=\"https:\/\/www.fifteendesign.co.uk\/digital-marketing\/ppc\/bing-ads\/\"><span style=\"font-weight: 400;\">Bing<\/span><\/a><span style=\"font-weight: 400;\">, Yahoo, DuckDuckGo, and other partner networks. Although it\u2019s not as big as Google Ads, advertising on Microsoft often comes with cheaper CPCs with lower competition.<\/span><\/p>\n<h3><b>Amazon Ads<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">If you\u2019re an <\/span><a href=\"https:\/\/www.fifteendesign.co.uk\/website-development\/ecommerce-websites\/\"><span style=\"font-weight: 400;\">ecommerce<\/span><\/a><span style=\"font-weight: 400;\"> business that sells tangible products, <\/span><a href=\"https:\/\/advertising.amazon.com\/en-gb\"><span style=\"font-weight: 400;\">Amazon ads<\/span><\/a><span style=\"font-weight: 400;\"> is the ideal platform. This is because customers who come to Amazon already have the high intent to purchase, and using Amazon ads effectively allows your product to be seen by hundreds, if not thousands, of potential customers.<\/span><\/p>\n<h2><b>Is PPC right for my business?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">PPC provides a great opportunity to drive traffic to your site, but there may be times where it isn\u2019t the ideal choice for your marketing goals or objectives. For example:<\/span><\/p>\n<p><b>PPC is ideal when:<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Users are already searching for your product or service<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">You need results quickly<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">You have clear conversion actions<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Your website is ready to convert<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">You\u2019re launching something new and need immediate visibility<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">You\u2019re in a competitive industry and need top positioning<\/span><\/li>\n<\/ul>\n<p><b>PPC isn\u2019t ideal when:<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">There is no existing search demand<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">You don\u2019t have a clear conversion path<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">You have no tracking in place<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">You need free, long-term traffic<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Your margins cannot support paid traffic costs<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Any business with the sole purpose of increasing revenue, requires a website with clear conversion actions. If your website doesn\u2019t have a clear route to conversion &#8211; such as form submissions, products to purchase, or event sign ups &#8211; then there\u2019s far less benefit in paying for your clicks.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Being PPC-ready means your business has a clear offer, a trackable goal, and a website that persuades visitors to take action.<\/span><\/p>\n<h2><b>Key Performance Indicators in PPC<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Key Performance Indicators (KPIs) are a key element of <\/span><span style=\"font-weight: 400;\">PPC for beginners<\/span><span style=\"font-weight: 400;\">. KPIs are measurable numbers that show whether your efforts are moving in the right direction. They tell you if your campaign is working, if it isn\u2019t working, and where you should focus next.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Your KPI\u2019s will vary depending on your business and goals, but there are a few typical metrics you should be looking out for on your PPC campaigns.\u00a0<\/span><\/p>\n<h3><b>Primary KPIs<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Primary KPIs are key for revenue and profitability &#8211; which is the numbers that really matter. Some primary KPIs include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Return on Ad Spend (ROAS)<\/b><span style=\"font-weight: 400;\"> &#8211; this is a metric that measures the gross revenue generated for every pound you spend in percentage.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Conversion value\/cost<\/b><span style=\"font-weight: 400;\"> &#8211; this is essentially the same as ROAS, but without the percentage.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Profitability\/margin alignment<\/b><span style=\"font-weight: 400;\"> &#8211; this KPI helps you align your margins with your targets.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Conversion value\/cost and ROAS are both very similar KPIs &#8211; the only difference between them is the way you calculate them. Conversion value\/cost is calculated by dividing your conversion value by your cost. ROAS is calculated in exactly the same way, but multiplied by 100 and given as percentage. Ultimately, they both offer an important understanding of how your campaigns are performing.<\/span><\/p>\n<h3><b>Secondary KPIs<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Secondary KPIs are centred on how your campaigns are performing towards the path of success. They tend to focus on engagement and market presence metrics such as:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Cost Per Acquisition (CPA)<\/b><span style=\"font-weight: 400;\"> &#8211; this measures the total cost of acquiring one new customer or achieving one conversion through a specific campaign or action.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Conversion rate<\/b><span style=\"font-weight: 400;\"> &#8211; this metric is the percentage of users who complete a desired action, such as making a purchase or filling out a form.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Cost Per Click (CPC)<\/b><span style=\"font-weight: 400;\"> &#8211; this is the average amount a business pays for each click on their ads.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Impression share<\/b><span style=\"font-weight: 400;\"> &#8211;\u00a0 this gives you the percentage of impressions an ad receives compared to the total number of impressions it\u2019s eligible for. It\u2019s important to note that this metric isn\u2019t available for all campaigns.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Quality score<\/b><span style=\"font-weight: 400;\"> &#8211; this metric impacts your ad rank. The higher the score, the better the ad placement and lower CPC you\u2019ll get.<\/span><\/li>\n<\/ul>\n<h3><b>Contextual KPIs<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Contextual KPIs are your traditional metrics that measure campaign performance against your goals. They don\u2019t typically influence campaign decisions, but they can certainly influence future data-driven decisions:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Click-Through Rate (CTR)<\/b><span style=\"font-weight: 400;\"> &#8211; this shows the number of times your advert was clicked vs. the number of times it was shown to users in total.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Engaged sessions<\/b><span style=\"font-weight: 400;\"> &#8211; this allows you to measure meaningful interactions, as it shows sessions that last longer than 10 seconds.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Impressions and reach<\/b><span style=\"font-weight: 400;\"> &#8211; impressions indicates the total number of ad views, whereas reach is the number of unique users who saw your ad.<\/span><\/li>\n<\/ul>\n<h2><b>5 steps to getting started with your first PPC campaign<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">So we\u2019ve covered what PPC is, the fundamental KPIs to track, and whether the channel is right for your business in our <\/span><span style=\"font-weight: 400;\">PPC guide for beginners<\/span><span style=\"font-weight: 400;\">. Now it\u2019s time to look at getting started with your first campaign. Below are five key steps to help you on your way to success.\u00a0<\/span><\/p>\n<h3><b>1. Set clear goals<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Before thinking about what keywords to target, your budget, and the content of your ads, you should first start by choosing the single goal you want your campaign to achieve. For example, do you want your campaign to:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Increase website visits?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Generate more leads?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Boost sales?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Grow brand awareness?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Whatever you choose, make sure you start with one goal to begin with as this will help you make clearer decisions and achieve better results.\u00a0<\/span><\/p>\n<h3><b>2. Determine your audience<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">The next step is to be clear on your audience and who the campaign is meant for. The best way to determine this is to ask yourself these questions:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Who is the ideal customer for this campaign?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What do they care about?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Where do they spend their time?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What would motivate them to take action?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">The better you understand your audience, the easier it will be to choose your messaging, the tone of that message, the imagery you\u2019ll use, and the platforms you\u2019ll utilise.<\/span><\/p>\n<h3><b>3. Define your message<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Once you\u2019ve set your goals and determined your audience, you can define your message. You want to ensure you craft clean headlines, compelling descriptions, and strong calls-to-actions (CTA) that encompass keywords that match user intent. Identify your audience&#8217;s needs, pain points, or motivations and incorporate how you can solve these in your ad copy.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Keep your messaging simple, easy to understand, and consistent throughout your site and landing pages. This will help build trust with your audience and increase the likelihood of conversion.<\/span><\/p>\n<h3><b>4. Set your tracking and budget<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Even the most creative campaign needs solid tracking, because data is just as important as creativity. You need the right tracking infrastructure in place before you launch so you can measure performance accurately and make smart optimisations. Some key tracking infrastructure to set up include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Tracking pixels and tags<\/b><span style=\"font-weight: 400;\"> &#8211; be sure to install the necessary tracking pixels and tags for the platforms you\u2019re using. These allow you to collect data on actions people take after seeing or interacting with your campaign.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Conversion tracking<\/b><span style=\"font-weight: 400;\"> &#8211; define what counts as a \u2018conversion\u2019 for your campaign, then set up conversion events using tools like Google Analytics 4 (GA4) and Google Tag Manager (GTM). This lets you attribute outcomes directly to your efforts.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>UTM parameters<\/b><span style=\"font-weight: 400;\"> &#8211; add UTM parameters to all campaign links so you can track the source of your traffic, the medium users came through, and the campaign they interacted with.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Dashboards and reporting<\/b><span style=\"font-weight: 400;\"> &#8211; you can do this in your preferred reporting tool to help you monitor performance all in one place and track key KPIs like impressions, clicks, and conversions.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">When it comes to budget, this will determine how well your campaign will perform. The higher the budget you allocate, the better the outcome will be. The best way to calculate your budget is to work backwards. Start with how much you want to earn from your campaign, then calculate how much you need to spend to get there.<\/span><\/p>\n<h3><b>5. Launch your first campaign<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Once you\u2019ve set up your tracking and allocated your budget, you\u2019re ready to go with your first campaign! It\u2019s important to monitor performance closely once you\u2019ve launched your ad as you may need to adjust targeting, budget, and keywords depending on what\u2019s working and what isn\u2019t.<\/span><\/p>\n<h2><b>Find out how we can help your PPC efforts<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Reading and learning about <\/span><a href=\"https:\/\/www.fifteendesign.co.uk\/digital-marketing\/ppc\/\"><span style=\"font-weight: 400;\">PPC<\/span><\/a><span style=\"font-weight: 400;\"> is one thing, but launching a successful campaign is another. We hope our guide on <\/span><span style=\"font-weight: 400;\">PPC marketing for beginners<\/span><span style=\"font-weight: 400;\"> has helped you understand this paid initiative a little better. However, if you find you need professional support to plan, launch, and optimise your paid campaigns, we can help.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">At Fifteen, we work with businesses to create data-driven PPC strategies that maximise budget and deliver results. Don\u2019t hesitate to <\/span><a href=\"https:\/\/www.fifteendesign.co.uk\/contact\/\"><span style=\"font-weight: 400;\">contact our team<\/span><\/a><span style=\"font-weight: 400;\"> today and learn how we can ensure your PPC works harder for your business.<\/span><\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"Pay-per-click (PPC) advertising can feel intimidating when you\u2019re new to it. With so many platforms, acronyms, metrics, and moving parts, it\u2019s no surprise that many businesses aren\u2019t sure where to start. But it doesn\u2019t have to be overwhelming. When approached with the right strategy, it becomes one of the most powerful tools in your digital [&hellip;]","protected":false},"author":84,"featured_media":30431,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[953,1693],"tags":[],"class_list":["post-21946","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing","category-ppc"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.8 (Yoast SEO v27.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>A guide to PPC marketing for beginners | Fifteen<\/title>\n<meta name=\"description\" content=\"This guide to PPC marketing for beginners breaks down how PPC works, whether it\u2019s the right for you, and what you need to get started.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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started.","og_url":"https:\/\/www.fifteendesign.co.uk\/blog\/a-guide-to-ppc-marketing-for-beginners\/","og_site_name":"Fifteen","article_publisher":"https:\/\/www.facebook.com\/FifteenDesign","article_published_time":"2025-12-18T11:30:00+00:00","article_modified_time":"2025-12-18T17:29:39+00:00","og_image":[{"width":2000,"height":1050,"url":"https:\/\/www.fifteendesign.co.uk\/wp-content\/uploads\/2021\/06\/A-Guide-to-PPC-Marketing-for-Beginners.jpg","type":"image\/jpeg"}],"author":"Kyle Lindsay","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Kyle Lindsay","Estimated reading time":"8 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.fifteendesign.co.uk\/blog\/a-guide-to-ppc-marketing-for-beginners\/#article","isPartOf":{"@id":"https:\/\/www.fifteendesign.co.uk\/blog\/a-guide-to-ppc-marketing-for-beginners\/"},"author":{"name":"Kyle 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