A Pay Per Click (PPC) campaign or pay per click campaign is a digital advertising strategy in which advertisers pay for each click their ad receives. It is mainly used in performance marketing strategies and search engines such as Google Ads or on social networks, allowing companies to attract highly segmented traffic to their websites and profiles.
PPC works through a bidding system: advertisers choose relevant keywords and set how much they are willing to pay per click. When a user searches for those terms, the ads appear in the first results, increasing the visibility of the business.
This model is suitable for companies looking for quick results, as it allows them to generate immediate traffic, measure performance accurately, and optimize campaigns in real time. In addition, it offers a high level of control over the budget and audience, ensuring that each euro invested has the maximum impact.
SEM Pay-Per-Click Campaigns in Google Ads
Google Ads is Google’s advertising platform that allows companies to show ads in search results, YouTube, the Display Network, and other Google properties. It works under a Pay Per Click (PPC) model, where advertisers only pay when a user clicks on their ad.
This pay per click campaign system uses an auction model in which advertisers bid on keywords relevant to appear in the top positions on Google. That is why it is known as Google Paid Search. Its great advantage is that it allows you to segment ads by location, interests, devices and other criteria, ensuring that the ads reach the right audience at the right time.
Step by Step to Create a Google Ads Campaign
We tell you in eight steps how to create a campaign on the Google Ads platform. From creating an account to publishing and optimizing content:
1. Create an account in Google Ads: go to ads.google.com and set up an account with a Google email.
2. Define the objective of the campaign: choose the type of conversion you want to achieve: web traffic, lead generation, sales, calls or brand recognition.
3. Select the type of campaign: Google Ads offers different formats: Search, Display, Shopping, Video (YouTube) and Discovery.
4. Configure segmentation and budget: Define the location, language, time and audience of the ads. Set a daily budget and a bidding model (manual CPC, Maximize conversions, target CPA, etc.).
5. Choose keywords: use the Google Keyword Planner to select relevant terms and optimize targeting.
6. Create attractive ads: write eye-catching titles, persuasive descriptions, and include ad extensions such as calls, links, and location.
7. Configure conversion tracking: add the conversion tracking code to measure results and optimize the campaign.
8. Publish and optimize: once the campaign is active, monitor performance and adjust keywords, bids and targeting to maximize return on investment (ROI).
Pay per Click Campaign on Social Networks
Another possibility when creating PPC campaigns is the use of social networks through their advertising options with which to reach a high number of users. We explain what each of them consists of:
Facebook Ads
Facebook Ads is Meta’s advertising platform, and allows you to segment audiences according to demographics, interests and behaviors.
With options such as ads in the feed, stories and videos, it is one of the most powerful tools for PPC campaigns on social networks for businesses of any size.
How to create a Facebook Ads campaign
- Access the Ads Manager at business.facebook.com.
- Select an objective (traffic, conversions, interaction, etc.).
- Define the audience with age, location, interests and behaviors.
- Choose the location of the ads (feed, stories, Messenger, etc.).
- Configure the budget and the bid.
- Create the ad with eye-catching images, videos or carousels.
- Publish and optimize according to performance.
Remember that from Business Suite, you can your commercial and marketing actions on the platform.
Instagram Ads
Instagram Ads works under the same platform as Facebook Ads, but it is oriented to visual content. It is ideal for brands looking for engagement through attractive images and videos, such as carousels on Instagram.
How to create an Instagram Ads campaign
- Access the Meta Ads Manager.
- Choose an objective (profile visits, purchases, interactions, etc.).
- Segment the audience according to age, interests and location.
- Select the location (stories, feed, reels, explore).
- Define the budget and bidding strategy.
- Create the ad with attractive images or videos.
- Publish and evaluate metrics such as clicks, interactions and conversions.
LinkedIn Ads
LinkedIn Ads is the best platform for B2B advertising, as it allows you to segment PPC campaigns by industry, position and company.
How to create a LinkedIn Ads campaign
- Access the LinkedIn Campaign Manager.
- Select an objective (traffic, lead generation, brand recognition).
- Define the segmentation (by position, company, work experience, etc.).
- Choose the format (ad in feed, InMail, carousel).
- Set the budget and the bid (CPC or CPM).
- Design the ad with professional text and eye-catching images.
- Launch the campaign and analyze the results.
Twitter Ads (X Ads)
Twitter Ads allows you to reach an active audience in real time, being ideal for PPC campaigns of trend, engagement and traffic generation.
How to create a Twitter Ads campaign
- Access Twitter Ads at ads.twitter.com.
- Define the objective (clicks, interactions, followers, views).
- Segment the audience according to interests, hashtags and locations.
- Select the format (promoted tweets, sponsored trends, videos).
- Configure the daily or total budget.
- Create the ad with brief text, image or eye-catching video.
- Launch and optimize by reviewing interactions and conversions.
TikTok Ads
TikTok Ads is ideal for reaching young audiences with dynamic content. Its format is designed to generate engagement through short videos.
How to create a TikTok Ads campaign
- Register in TikTok Ads Manager at ads.tiktok.com.
- Select an objective (conversions, traffic, engagement).
- Define the audience by age, location, interests and behaviors.
- Choose the type of ad (TopView, In-Feed, Branded Hashtags, Branded Effects).
- Set the budget and the bidding strategy.
- Upload a creative video of maximum 60 seconds.
YouTube Ads
YouTube Ads allows you to create a pay per click campaign and place ads in videos and on the platform’s home page. It is an ideal option for branded content and traffic generation through eye-catching videos.
How to create a YouTube Ads campaign
- Access Google Ads and select “New campaign”.
- Choose the objective (brand recognition, traffic, conversions).
- Select the type of ad (In-Stream, Bumper Ads, Discovery).
- Define the audience according to interests, demographics and keywords.
- Set the budget and the bidding model (CPV, CPC, CPM).
- Upload the video to YouTube and configure the ad.
- Publish and optimize according to the metrics of viewing and clicks.
Remember that in social networks, in addition to campaigns focused on conversion and branded content, you can also carry out influencer marketing strategies that you can promote through PPC campaigns.
Resorting to a content creator is an especially recommended option to reach new audiences and impact the target audience of brands in an original way.
Other Platforms that Offer Pay per Click Campaign
The above are the most popular platforms for PPC campaigns, but there are many other options that can be effective depending on the type of business and the audience.
Amazon Ads, for example, optimizes campaigns for companies that sell products on Amazon, allowing you to show ads in search results and product pages. Pinterest Ads offers a great opportunity for fashion, home and lifestyle businesses, with highly segmented visual ads.
Reddit Ads is useful for reaching specific niches through its system of communities and forums, Quora Ads allows you to impact users who are looking for information and product comparisons, Outbrain and Taboola specialize in native advertising, showing ads in news articles and blogs.
In short, each platform has its own mechanics and audience to create pay per click campaign, the choice will depend on the objectives of the campaign.
The Measurement of Pay per Click Campaigns
Measuring the performance of a Pay Per Click (PPC) campaign is essential to optimize investment and maximize results. Without proper monitoring, companies may be investing in ads that do not generate conversions or quality traffic.
By analyzing key data such as clicks, conversions, cost per acquisition (CPA) and return on investment (ROI), it is possible to identify which strategies work and which need adjustments.
Conversion tracking, through the conversion funnel, is one of the most important aspects in PPC campaigns. It is not enough to know how many people clicked on an ad, it is also essential to know how many, really, completed a desired action such as a purchase, a registration or a call. Implementing a good measurement system helps to optimize the campaign based on the ads, keywords and segmentation criteria that generate better results.
To analyze the performance of the campaigns, there are several tools. Google Analytics is one of the most powerful, as it allows you to measure the behavior of users on the website and analyze conversions. Google Ads also offers detailed reports on ad performance, allowing adjustments in real time.
Other platforms such as Facebook Business Manager, LinkedIn Campaign Manager and TikTok Ads Manager offer advanced metrics on the interaction of ads on social networks. In addition, external tools such as SEMrush, Ahrefs and HubSpot allow to make a more in-depth analysis of traffic and conversions.
2btube, your Ally in Social Networks
At 2btube we are specialized in digital marketing strategies and advertising focused on audiovisual content. We are experts in the creation, management and optimization of Pay Per Click (PPC) campaigns on platforms such as Google Ads, YouTube Ads, Instagram Ads, TikTok Ads and other platforms, helping brands, media and influencers to maximize their visibility.
For this, we offer a professional management with personalized campaigns and constant evaluations, to optimize your results. If you want to know more, contact us and we will analyze what your objectives are and how to achieve them!