Methodology for PPC



flow chart

Step 1: Open   to register with Google Adwords. Click on “Start Now”


Step 2:   You would notice two options “Starter Edition” and “Standard Edition”. Starter Edition provides simple and limited options to the Clients. Standard Edition is a full fledged system and full fills the needs of our client and provides more options to the user also.

Select “Standard Edition”. 



Further, Starter Edition provides ONLY one Display URL option whereas Standard Edition provides two Display URL options.

Step 3:   Fill in the necessary information of the client as in the below available screens and continue to click on “Continue”.

Step 4: Fill in the necessary information as provided by the client.

URL stands for Uniform Resource Locator, and is commonly called a web address. There are two URLs associated with each AdWords ad: display URL and destination URL. The two types are explained below, along with the guidelines for each. Also outlined below are the requirements for the website to which your ad links.

Display URL: Each AdWords ad must include a display URL as the fourth line in the ad. For example, the display URL in the ad below is ‘’

So as not to mislead users, the display URL should give users a clear idea of the website or landing page to which they will be taken when they click on an ad. Display URLs must:

  • Indicate who owns the destination URL, but does not need to match the actual destination URL of the landing page exactly.
  • Appear to be a viable website address. It must include the appropriate extension such as ‘.com,’ ‘.net,’ and ‘,’ but ‘www’ and ‘http://’ are not required.
  • Represent a website. The display URL also cannot be an email address. For example, ‘’ would not be allowed.
  • Comply with editorial policy, which will be discussed in later topics.

Here is an example of a correct and an incorrect display URL:

Display URL:
Destination URL:

Display URL:
Destination URL:

In the first example, clicking on the ad takes users to a page within the website. Even though the display URL is different from the destination URL, it accurately represents where the user will be taken when he or she clicks on the ad.

In the second example, the display URL does not accurately represent the site to which the user will be taken, which is a page within the domain. This is improper use of the display URL. An ad with this display URL would not be approved. is the ultimate FREE website traffic generator.

Destination URL: The destination URL is the web address of the landing page to which an ad will actually link. The guidelines surrounding the destination are designed to ensure users clicking on AdWords ads will find what they are looking for easily and quickly. Your ad will not be approved if your destination URL does not meet all three of the following rules:

  • It must link to a working website. If a user clicks on your ad but your site isn’t working, you are charged for a click, but you have no chance to convert this user into a customer.
  • It must not link to a site that is under construction or broken. The site must have content. Otherwise, users will not find what they are looking for.
  • It must not require a program other than the browser to view the landing page. In other words, the destination URL must be an HTML page. Some unacceptable formats of destination pages include Adobe Acrobat and MS Word. If your site requires another program to load, not all users will be able to view your site without loading additional software. This detracts from the user experience.

Step 5: Enter the keywords relevant to the site (already provided by the client)

Step 6:

Enter the necessary information such as

  • Currency
  • Daily Budget
  • Maximum CPC


Step 7:

Review the details entered and click on “Continue”.

Step 8:

Select the option of either setting up a New Google Account for Adwords or Use already existing account as shown in the screen below.

OPTION I:I have an email address and password I already use with Google services…….” And continue to register as shown in the below screen.

OPTION II: “I do not use these other services….”   Continue to register as shown in the screen below.

Account Registration has been completed. You will have to verify the account creation link sent to the email address registered.

Step 9: Once we have successfully completed registration, we need to signup as shown in the below screen.

Once you sign-up, you will notice the below Home page screen of AdWords.

Step 10: Click on “Campaign Summary” to create a campaign.

Click on “Campaign #1” to create the campaign

Step 11: Once we have created a Campaign, we need to Create Ad Groups. Click on “Create New Ad Group” to create.

Step 12: Enter the Name of the Ad Group and click on “Continue”.

Step 13: Choose the “Keywords” for the Ad Group you are creating and click on “Continue”

Step 14: Enter the necessary information such as CPC and click on “continue”.
Step 15: You would notice that an Ad Group “Best College” has been created.

Click on “Keywords” option to view the keywords for the Ad.

Step 16: You would notice the keywords as “Best Education”, “Engineering” and “Osmania University” which we have entered in Step 13.

In the Home Page of “Campaign Summary” you would notice we have created two Ad Groups

  • Ad Group #1
  • Best College

Step 17: Click on “Ad Group #1” to check the keywords assigned as mentioned in the below mentioned screen.

You would notice the below mentioned information.





So for the Campaign #1, we have created two Ad Groups.

In the above screen, you would notice Two Ad Groups.

  • Ad Group #1


  • Engineering College
  • Hyderabad
  • Osmania University
  • Best College


  • Best Education
  • Engineering
  • Osmania University

Similarly, we can create multiple Ad Groups and run campaigns.

What is Pay Per Click (PPC)?

Pay per click (PPC) is an advertising technique used on websites, advertising networks,

and search engines.Advertisers bid on “keywords” that they believe their target market (people they think would be interested in their offer) would type in the search bar when they are looking for n . For example, if an advertiser sells red widgets, he/she would bid on the keyword “red widgets”, hoping a user would type those words in the search bar, see their ad, click on it and buy. These ads are called “sponsored links” or “sponsored ads” and appear next to and sometimes above the natural or organic results on the page. The advertiser pays only when the user clicks on the ad.

PPC is defined as the guaranteed placement of a small “ad” on the search results page for a specific keyword or keywords in return for a specified payment, but ONLY when a visitor clicks on that ad. The advertiser pays nothing to appear on the results page; they only pay the amount they have agreed to (or bid for) when someone actually clicks on their ad and is taken to their landing page; therefore, the term “pay per click”.


 PPC engines can be categorized in “Keyword”, “Product”, “Service” engines. However, a number of companies may fall in two or more categories. More models are continually evolving. Currently, pay per click programs do not generate any revenue solely from traffic for sites that display the ads. Revenue is generated only when a user clicks on the ad itself.

Keyword PPCs

Advertisers using these bid on “keywords”, which can be words or phrases, and can include product model numbers. When a user searches for a particular word or phrase, the list of advertiser links appears in order of the amount bid. Keywords, also referred to as search terms, are the very heart of pay per click advertising. The terms are guarded as highly valued trade secrets by the advertisers, and many firms offer software or services to help advertisers develop keyword strategies.

As of 2005, notable PPC Keyword search engines include: Google AdWords, Yahoo! Search Marketing (formerly Overture Services), Microsoft adCenter, LookSmart, Miva (formerly FindWhat), Ask (formerly Ask Jeeves), 7Search, Kanoodle, and Baidu.

Product PPCs

“Product” engines let advertisers provide “feeds” of their product databases and when users search for a product, the links to the different advertisers for that particular product appear, giving more prominence to advertisers who pay more, but letting the user sort by price to see the lowest priced product and then click on it to buy. These engines are also called Product comparison engines or Price comparison engines.

Noteworthy PPC Product search engines are:,, NexTag,, and

Service PPCs

“Service” engines let advertisers provide feeds of their service databases and when users search for a service offering links to advertisers for that particular service appear, giving prominence to advertisers who pay more, but letting users sort their results by price or other methods. Some Product PPCs have expanded into the service space while other service engines operate in specific verticals.

Which Search Engines Allow Pay Per Click Advertising?

Generally, the larger the pay per click search engine, the more you will have to bid to get to the top for your keywords. This is why it is worth investigating different search engines to find what it would cost to bid on your keywords and how much traffic they draw.

The largest companies in the pay per click industry are Yahoo! and Google. Google is not a pay per click search engine, but it does provide pay per click advertising in text ad boxes to the right of search results it delivers. It also delivers pay per click ads to other content sites.

These pay per click search engines are not as large as Overture and Google, but they are worth a look. As mentioned above, one advantage these search engines can provide is they generally have lower costs per click to rank for a keyword than the larger search engines.

What are the Benefits of PPC?

PPC has a number of advantages to businesses of all sizes. Here are just a few:

  • Small initial investment. The search engines don’t charge a fee to place or run your ad. You only pay for the users that click on the ad.
  • Budget size is up to you. Depending on how much you want to invest and what kind of sales or leads you want to generate, you can set your budget as large or small as you like.
  • Realistic for all businesses, regardless of size. PPC can create a level playing field for small businesses, especially if you are smart about picking the right keywords. Your ad might be right above or below a large business or national chain, depending on how much you bid for keywords or phrases and the kind of words you target.
  • Immediate results. Research, set up and implementation of pay-per-click campaigns can happen in just a few days time, as opposed to natural rankings which can take weeks or months to gain a ranking. With PPC, you can start seeing results – and generating sales – the day your ad goes up.
  • Real-time trackability. “Trackability” is our favorite word around here despite the fact that it’s not a real word. We track the effectiveness of various keywords and phrases, which ads generate the most traffic, conversion rates, and much more. And unlike a printed piece or mailer, there’s no lag time to know if your ad is working. Plus, we can make changes on the fly.
  • Gain a national audience. What’s the best way to reach someone in Provo, Utah? Put an add on Google or Yahoo!. Chances are, your potential customers are on one of these two search engines. Along with their network partners, they each claim to reach over 80% of Internet users.
  • Focus on a targeted audience. Maybe you don’t want to reach someone in Provo, Utah. Maybe you have a local customer base and want to stay within 50 or 100 miles of your business. If so, then we have the ability to target users in the exact area you designate. Another way to target your audience is by the specific keywords and phrases you choose. In essence, you are pre-qualifying your customers before they ever land on your site.

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