How PPC Bidding Works? 25 Keys


How PPC Bidding Works? 25 Keys   

PPC, an acronym for pay-per-click, is an advertising system utilized by major search engine providers such as Google and Yahoo to display ads connected to relevant search terms. These ads usually show at the top or on the right-hand side of SERPs. To get an ad to show, a bid has to be placed through the bidding process with the search engine one wants to advertise on. This article will cover 25 keys on how successful bidding works on Google.

Creating a Google AdWords account

AdWords is Google’s platform for PPC ad campaign management. The very first step in placing a bid, therefore, it to create a Google AdWords account which is fast and easy.

Making a bid

You have to bid for keywords that people are likely to use when interested in goods or services you offer. The higher the bid, the higher the chances your ad will be displayed in the relevant SERPs.

How Google treats bids

Google considers all the bids placed for a keyword – prices inclusive, and determines the ads to show at a particular point in time when the opportunity presents itself.


Your ad campaign budget greatly influences bid efficacy. In each keyword segment, bids with high budget allocations are preferred which is only natural.

Conducting a campaign on a budget

It is not impossible to carry out a campaign on a tight budget. In fact, Google is very helpful and gives bidding tips regarding the same. The downside of a tight budget is that it places some keywords out of your reach.

Keyword competition

The higher the keyword competition, the higher the bids have to be to get preference in SERPs. Therefore, it is advisable to steer clear of very competitive keywords which often lack financial feasibility.

Keyword choice

Due diligence is necessary when determining the keyword to bid for. It has to be relevant, and relatively uncompetitive.

Automatic bids

Recommended for PPC newbies, automatic bids involve setting a budget and entrusting the rest to Google algorithms.

Manual bids

For those well versed with PPC, manual bids are more lucrative as some level of control is retained over the campaign.

Placing impression bids

Ideal for brand exposure and building online presence, Google charges impression views based on the number of times people see your ad.

Conversion Bids

This system of bidding demands payment as per the number of conversions the ad actualizes. Ad preference depends on how much you are willing to pay for a single conversion.

Cost per view (CPV)

The cost per view strategy is ideal for when you want people to see your content – in particular, videos. Charges are as per the number of individuals who see your content.

PPC allows you to pay less than your maximum bid

A masterstroke by Google, if your bid wins, you are charged only 1% more than your closest competitor. This means that you can pay significantly lower than the maximum bid placed.


As is evident by now, you must have a sound strategy to have winning bids that will bring you the results desired traffic-wise and conversion-wise.


You must keep track of the competition so as to consistently tweak your bids accordingly to ensure they win often. If bid value exceeds what you are willing to part with, consider changing the keywords.

Tracking your progress

Development evaluation is critical to enable the making of necessary changes to always be ahead of the curve. The AdWords portal has numerous insightful tracking tools.

1st position is not always the best

Many target first place, but it is not always necessary. An ad that shows second or third in SERPs is often just as effective and it comes at a lower price.

Using bid simulators

Bid simulators are helpful tools that give insight regarding how your campaign will be affected by tweaking variables such as budget, timing, etc. They are invaluable in optimizing efficacy.

When to invest in PPC

PPC brings immediate targeted traffic. It is, therefore, ideal for brand new sites which need to make income fast and foster a resounding presence.


While winning PPC bids will bring direct traffic, concurrent SEO efforts should be invested in with the long-term picture in mind.

Conversion oriented keywords

To ensure efficiency in case your bids win, select conversion oriented keywords which you can discover by doing a simple search.

PPC policies

PPC regulations have to be adhered to for the campaign to work such as proper ad structure, avoiding blacklisted keywords, etc.

Negative keywords

To avoid your ad showing in searches unlikely to result in conversions, you have to set negative keywords which hedge your ads and extend the budget.

PPC campaign management

Depending on the size of your campaign, you might have to dedicate time daily to keep track of your bids. For extensive campaigns, consider hiring a professional since the work can be draining.

Bid management software

PPC popularity has brought with it the demand for bid management software to ease the workload. Consider them as an option if it all seems like too much.

In conclusion, bid prices range from $.01 to more than $.50 depending on keyword competition. To actualize a super successful campaign, as with everything else, investment is critical, both financially and time-wise.