What is PPC advertising?
PPC is a model where advertisers pay each time a user clicks their ad, commonly used on search engines and social platforms.
How is PPC useful for B2B and SaaS companies?
It allows brands to capture high-intent traffic from people actively searching for solutions, competitors, or problem statements, generating demos and leads quickly.
What is quality score in PPC platforms?
Quality score is a rating based on ad relevance, expected click-through rate, and landing page experience, which influences cost per click and ad positioning.
How do keywords influence PPC performance?
Keywords determine when ads are shown; choosing relevant, high-intent keywords with appropriate match types is essential for reaching the right audience.
What role do landing pages play in PPC campaigns?
Landing pages close the loop by converting clicks into actions; they must align with ad messaging and clearly present the offer and next step.
Which metrics matter most for PPC optimisation?
Click-through rate, conversion rate, cost per lead, cost per opportunity, and pipeline or revenue influenced are key for optimisation.
How can negative keywords be used effectively?
Negative keywords prevent ads from showing on irrelevant searches, reducing wasted spend and improving overall campaign efficiency.
How often should PPC campaigns be reviewed?
Active campaigns are typically reviewed weekly for quick adjustments, with deeper monthly and quarterly reviews for strategy and budget changes.
How do PPC and SEO complement each other?
PPC provides immediate visibility and testing insights, while SEO builds sustainable, long-term visibility; together they cover short- and long-term demand.
How should PPC results be communicated to stakeholders?
Communications should highlight business outcomes—qualified leads, opportunity creation, and revenue—alongside efficiency metrics like cost per result.
