Know About the PPC Model.

1. PPC in Digital
Marketing: By-Seven
Boats Academy
Join us for a comprehensive look at PPC in digital marketing. Discover
how to launch successful campaigns and reach your business goals.
by Swapnendu Chakraborty

2. What is PPC?
PPC stands for Pay Per Click, an online advertising model where advertisers pay every time a user
clicks on one of their ads. It's a popular method for driving traffic to websites and achieving
marketing goals.
Aligned with Search Intent
When someone clicks on your ad, it
means they were already looking for a
product or service like yours, which
increases the likelihood of conversion.
Flexible Budgets
You can tailor your spend to match your
business goals and only pay for the clicks
you receive.
Seamless Tracking
PPC platforms provide detailed metrics and analytics that let you track performance and make
data-driven decisions for campaign optimization.

3. How Does PPC Work in Digital
Marketing?
Keyword Research & Targeting
Identifying the right keywords and targeting
the right audiences is critical for the success
of your PPC campaign.
Ad Auctions
PPC platforms use ad auctions to ensure
advertisers place the right ads in front of their
intended audience and provide more value
than their competitors.
Ad Creation & Monitoring

4. Why is PPC Important for Businesses?
1
Increased Brand
Awareness
PPC can help businesses
reach audiences who are
not yet familiar with their
brand, driving brand
awareness consistently.
2
Precise Targeting
PPC advertising allow
companies to reach
specific audiences by
utilizing keywords,
demographics, interests
and behavioral data.
3
Greater Control over
Spending
PPC provides businesses
with the flexibility to
spend as much or as little
as they want on
advertising, based on
their available budget.

5. Types of PPC Ad Formats
Text Ads
Simple, text-based ads are the most common
type of PPC advertising, and they can be
served on Google search, partner sites and
display networks.
Display Ads
Visual ads, including banners or images, are
used to promote brand awareness and drive
engagement.
Shopping Ads
Shopping ads can appear in Google
Shopping results, and they showcase product
Video Ads
These ads are served on YouTube and other
Google partner sites. They can be used to

6. PPC Keyword Research & Targeting
In PPC advertising, selecting the right keywords for your campaign can make or break its success.
It’s important to choose the right match type and use negative keywords to ensure your ads appear
to the right users, and don't waste ad spend.
Match Type
Choosing the right match type including
broad, phrase and exact while selecting
keywords is important factor for campaign
success.
Negative Keywords
Exclude irrelevant search terms and
alleviate high cost and low conversion
clicks, Negative keywords offer control
over campaigns.
Long-Tail Keywords
Use less competitive longer phrases to target niche audiences, capture specific search intent
and higher conversion rates.

7. PPC Campaign Optimization
1 Data Analysis
Constant data analysis and
monitoring can help you measure
the performance of your campaigns
and make informed decisions about
how to optimize them.
2
Conversion Tracking
Setting up conversion tracking, it
helps you to identify the actions
taken on your site after an ad click,
and adjust your campaigns
accordingly.
3 Ad Testing
Split testing of ads creatives, offers
and landing pages can optimize
your campaigns for better outreach,
performance and conversion.
4
Budget Adjustments
Monthly or weekly budget
adjustments in line with your
business objective, performance
reviews or costing can save and
allocate ad-budget properly.

8. Conclusion & Q&A
Businesses can benefit immensely from PPC advertising, provided they have the right strategy,
targeting, and optimization. In conclusion, takeaways from this presentation are PPC advertising
can be a great way to reach new audiences, build brand awareness, and drive conversions, but
only if you have a solid understanding of how the model works. Finally, our experts at Seven Boats
Academy will be happy to answer your queries in the Q&A session.