Prolanz Digital Marketing Agency in Nigeria

Pay Per Click

Prolanz Digital Services is the top and leading Pay-Per-Click Marketing Agency in Nigeria for your PPC advertising campaigns. Continue reading to know how we can use our PPC services to build your business.

We run and manage pay per click ad campaigns for many brands, businesses and companies in Nigeria, even as we speak. Our clientele includes many big firms you have already heard of. Your business also deserves to be heard of as well, and we will make that a thing of reality.

What is PPC and CPC in Digital Marketing?

What is PPC and CPC in Digital Marketing? Pay Per Click Marketing

Pay-per-click, PPC is an internet advertising model used to drive traffic to websites. The advertiser (you or your business) will pay the publisher (e.g Google Ads) every time an advertisement link is clicked on.

According to Amazon Ads, Cost per click (CPC) is a metric that determines how much an advertiser (you or your business) pays for the ads you place on websites or social media. The cost per click is usually based on the number of clicks the ad receives.

How do Pay Per Click Ads Work?

Pay Per Click (PPC) is a form of digital marketing in which you (or your business) pay a fee each time one of their ads is clicked. 

In simpler terms, PPC is a marketing method that involves the use of advertising campaigns to get visitors to your site.

How Do I Create A Pay Per Click Ad?

Creating a pay per click ad campaign is straightforward, although you will need the help of a professional to get things done.

Firstly, you have to set your goals and decide what you want. Secondly, decide where you want to advertise.

Thirdly, know the keywords that a business in your niche should bid on. Fourthly, budget the amount you want to spend. It may be daily or even monthly.

Then the next step is creating your pay per click advertising campaign and linking it to your site or landing page.

What Are the Types of PPC Advertising and Marketing?

What Are the Types of Pay Per Click Advertising and Marketing?

We have 5 major types of PPC ads. They have been explained below.

1. Paid Search Marketing

Paid search marketing is one of the most common types of pay-per-click (PPC) advertising. The most commonly used are Google AdWords and Bing Ads.

In paid search marketing, your ad will appear on the search engine results page, SERP. It will be shown to users that search for a keyword that you have already linked to your ad.

You can create your ad campaigns by writing your ad copy, choosing relevant keywords with high search volumes and creating a landing page for sales conversion.

2. Display Advertising

Display ads can be a banner, image or text ad. Such ads are shown on different websites that have related content to their keyword. Display ads aim to target a certain set of people. 

Just like a paid search ad, display ads are also linked to a landing page on your website.

3. Social Media Advertising

Social media platforms like Facebook, LinkedIn, Pinterest, Quora and lots more have a very large number of users. And as a business person that’s making use of digital marketing, you should target such places.

Running PPC ads on such platforms can help to increase the brand awareness of your business, boost sales conversion and have higher click-through rates.

4. Price Comparison Website Advertising

Price comparison or aggregator site collects and displays prices and special offers from several businesses. A user of such websites can click and buy directly from the price comparison website or from the business itself.

5. Affiliate Marketing

In this type of PPC advertising, affiliate marketers will create PPC adverts on your behalf and help your business to promote its products and services. Am affiliate marketer can place your ad on:

  • Search engines like Google, Bing, Yahoo, etc
  • Price comparison websites
  • Targeted content sites
  • Heavily-trafficked websites. An example is Nairaland

Are Google Ads PPC?

Are Google Ads PPC? Pay Per Click advertising

Of course, they are! Google Ads is a pay-per-click (PPC) advertising service owned and managed by Google itself. 

Google AdWords provides Nigerian businesses with a platform to bid on keywords. When you do so, you will get a chance to show ads in Google search results.

Core Components of a Paid Search Ad

1. Campaigns

A campaign is the highest level of organization in any PPC account. A campaign is home to a set of ad groups. Each ad group consists of keywords and corresponding text ads.

All the settings that control your ads are set at the campaign level. You should also note that each campaign you create will have a daily budget.

2. Ad Groups

We have said earlier on, that each ad group you create will consist of keywords and a corresponding set of ads. As a result, a corresponding ad will be displayed whenever any of those keywords are triggered or searched for.

You should always ensure that your keyword lists are well-themed and compact. By doing this, you can keep your account well organized while making sure your ad copy is very related to your keywords.

It will also help you to improve how relevant an ad is to the keywords it is linked to while boosting the quality scores.

3. Keywords and Match Types

Keywords are the search terms and phrases that you want to be associated with your ad. They are also what determines where your ad will show up whenever a user searches for a related search query.

Whenever any of your keywords are triggered by a search on Google, Bing or other search engines, it will go into an auction with keywords of other competitors that have also come into that auction.

For targeting, precision and also generalization, you can set your keywords in one of these four match types.

1. Broad Match

2. Modified Broad Match

3. Phrase Match

4. Exact Match

The match type you select for a keyword is what will determine the search queries that are allowed to trigger its ad.

For instance, if you select a broad match for the keyword “Digital Marketing Firm“, the search query “Online Marketing Firm” may be close enough relation for Google to trigger that keyword and its corresponding ad.

However, if you were to bid on the keyword “Digital Marketing Firm” in Exact Match, then only the search queries “Digital Marketing Firm” or “Digital Marketing Firms” will be eligible to trigger your PPC ad.

Negative Keywords

You can also make use of negative keywords in your PPC ads. A negative keyword is that search word or phrase that you don’t want Google to trigger your ad for.

For example, let’s say you set “free” as a negative keyword. If someone searches for “Free Digital Marketing Firm”, that search query will not trigger the ad you attached the negative keyword to.

4. Landing Pages

A landing page is a page a visitor will arrive at after clicking your PPC ad. The URL of your landing page should correspond with that of your ad text.

Also, the webpage you use as your landing page should be very related to the ad copy that you used in your text ad. Failure to do this might result in losing potential customers when they bounce off your landing page.

5. Text Ads and Extensions

A text ad is what a user is shown on the Google Search Engine Results Page (SERP) when they search for a keyword that triggered one of your ads.

Text ads are highly related to the keywords linked to an ad group. They are also linked to a landing page, and any Google user that clicks on such an ad will be redirected there.

A text ad has four main components.

1. Headlines

2. Path

3. Description Lines

4. Final URL


The headlines of a text ad are the biggest text. It can be up to three, although the minimum is two. The character limit of each headline is 30.


The path is what shows after the domain URL in the ad unit. It appears only for artistic purposes, as it has no impact on the URL of the landing page.

Description Lines

The description lines are the short text that a user will see. You should make sure your description lines are enticing and related to the purpose it is meant for.

Final URL

The final URL of a text ad is the URL of the landing page you want the visitor to be directed to.

Are PPC Ads Worth It? Benefits Of A Pay-Per-Click Marketing Agency In Nigeria

Are Pay Per Click Ads Worth It? Benefits Of A Pay-Per-Click Marketing Agency In Nigeria

1. Pay-Per-Click Marketing Brings About Instantaneous Results

If you have been familiar with PPC ads in the past, then you already know that ads start to show up for your targeted keywords immediately after you bid on that keyword.

All things equal, your website or landing page should start getting traffic within 7 days of your pay-per-click advertisement.

Unlike other forms of digital marketing, pay-per-click marketing brings about instant results. Search Engine Optimization (SEO), Email marketing and content marketing take more than a month before you can start seeing improvements.

PPC campaigns aren’t like that. Improvements usually come within a week. However, that doesn’t make other forms of marketing bad or less effective. Also, this doesn’t mean that pay-per-click marketing is the best form of marketing out there.

And if we are to look at it, PPC advertising is good in the short run. For long-term periods, however, content marketing, SEO and email marketing yield better results. Although they take a lot of your energy and time, the reward is worth it.

A pay-per-click marketing strategy brings about rapid results. Once you properly audit your PPC campaigns from time to time, you will realize that it’s one of the best strategies out there.

2. Pay-Per-Click Marketing Brings More Website Traffic

If you are a frequent Google user, then you will notice that some Search Ads appear first before the organic results. These search Ads are websites on their own, are somehow similar or related to what you are searching for.

Each of those sites has “Ad” boldly written on top of them. That way, you would know that such a site is appearing as an advertisement related to your search, and not as an organic result.

Each time you click on them, the owner pays the agreed amount per click. Also, that means Google just got richer by a specific amount.

So now, come to think of it. If your website appears as the first or second one among those ads, then your website will get more traffic visits within a short time.

And that’s what we mean by saying that pay-per-click advertising brings more website traffic. And that’s not the only thing that makes it amazing.

The fact that you only pay when a user clicks on it (and visits your site) seems like a win-win-win type of marketing. That way, the user gets what he’s searching for, your site audience increases by 1 and Google also makes money. Google, the searcher and you, all get to achieve what you are after.

Speaking of Search Engine Optimization (SEO), pay-per-click marketing can also help you rank well. Now I know what’s coming to your mind. You are probably thinking that:

Since Google knows that I got traffic by making use of paid services (and not organic), will they still make it count?

Merely looking at the question, the right and straightforward answer is NO! However, if we look at it from a different angle over a long-term period, we will realize that the answer can be YES too.

Paid ads will not directly help your site’s Search Engine Optimization (SEO). However, you should remember that they will increase the number of gross clicks that your website gets within a month.

Now, the Google algorithm considers two factors similar to our case as one of their ranking factors. They are:

Overall monthly traffic visits to your site

The average time (in seconds) that users spend on your site before they exit.

Looking at this now, it’s obvious that user activity is a Google ranking criterion. And since PPC ads campaigns increase the user activity on your site (generated by your paid ads), they can contribute to higher organic rankings.

3. PPC Advertising Don’t Depend On Algorithm Changes

Pay-per-click marketing in Nigeria thrives despite Google Algorithm changes.

Every website owner or manager, especially those dealing with blogs will understand that Google Algorithm changes are often nightmares. Just pray, because that seems like the only way you can avoid them.

And most times Google Algorithm changes, and your site either benefits or suffers from it. You will be extremely lucky if your site stays unaffected, but that may also not happen for longer periods because the next Algorithm change may not favour your website.

Most Algorithm changes are just updates that involve certain changes in ranking factors. And that rings a bell. It should ring a bell!

This simply means that content marketing and Search Engine Optimization (two important aspects of digital marketing) is always affected by Google Algorithm changes. It’s either your site benefits or plummets as a result of it. 

However, PPC advertising makes you safe and protected from such. Pay-per-click Algorithms don’t usually have significant changes. 

That means that you can use your previous statistics or performance in the past to easily predict how your present and future PPC ad campaigns will perform. 

4. Experience A High Return On Your Investment With PPC Marketing

Although pay-per-click advertising helps brands to build their reputation while checkmating other close competitors, that’s not a good reason for using PPC marketing.

The main reason here is the high Return On Investment (ROI). By doing this, they are trying to convert their target audience to real customers. 

About 74% of brands claimed that pay-per-click marketing brought a divine upliftment to their business in 2020. A considerable part of their sales and revenue was generated through PPC advertising.

Also, many brands see PPC ad campaigns as a method to kick start conversions in a way that’s guaranteed to succeed. Getting conversions and sales leads is a very good way to start earning more.

5. Pay-Per-Click Marketing Increase Your Brand Recognition

Since your website appears as either a search ad, display ad or video ad, more people get to see and know about your brand’s existence (and functionality).

The more frequently your business appears in search results together with other close competitors that they already know, the more your brand recognition increases.

For instance, let’s say they respect and think highly of a competitor and the next day they see your business in the search results with that same competitor. 

Believe it or not, they will also start to respect and think highly of you as well. This is because they think that your services must be good for you to be seen alongside that competitor.

So resuming back to our main point, the more your site appears in people’s search results together with popular brands, the more the chances that customers will purchase from your brand.

According to LucidPress, presenting and promoting your brand regularly and consistently can boost your revenue up to 33%.

This presentation and promotion are quite different from just making your Logo appear in many possible times and places.

It’s about making people from relevant niches see your brand and talking about it. Pay-per-click advertisements make sure that your business name is visible in the right place. As a result of that, your reputation increases on the internet, thereby driving sales to your website and landing pages.

6. Pay-Per-Click Marketing Helps Your Business To Target Customers in Real-Time

This is another main reason why PPC Marketing outshines Content Marketing and Search Engine Optimization (SEO).

It’s a fact well known that ads don’t often show up to the targeted user at the most perfect time. However, pay-per-click advertising makes it easy for you to schedule your ad campaigns.

As a result of that, it will be shown to people only during some specific hours. Also, you can target locations so that only people searching from specific locations will see your ads, as they are the most likely to patronize your brand.

On the other hand, content marketing and Search Engine Optimization are not always like this, at least, not fast as this.

Well, I know what’s on your mind. You think, and you know that you can always monitor the results of your content marketing and Search Engine Optimization strategies.

However, you should also consider the fact that you can’t always adjust your blog posts, web pages and links within minutes.

And even if it’s so, it always takes much time for stuff like that to take effect. However, A PPC AD CAMPAIGN CAN BE MODIFIED ALMOST IMMEDIATELY.

7. PPC Advertising Helps To Generate Leads in Neighboring Cities

This part mainly talks about pay-per-click ad campaigns concerning geo-targeting.

Geo-targeting or Local PPC (as known to some people) involves you targeting a specific location. Mind you, it can be a region, state or city.

Also depending on your PPC Ad service provider, you can add or remove some specific locations as well. Google Ads is good for doing stuff like this.

For instance, come to think of it. Let’s assume that you have a website or landing page that you want people to visit. Your business mainly repairs phones and laptops.

So now, you might have this page that is all about “Laptop Repair Services In Lekki, Lagos”, even if you are based in Badore.

PPC marketing will let you have clicks from people searching in Lekki in Lagos State. That way, you won’t have to target Nigeria or Lagos State as a whole.

With pay-per-click advertising, you are not limited to targeting a large number of people. You can always narrow down your area of coverage. As a result of that, you will be able to get sales leads from neighbouring cities and towns.

8. You Can Always Improve Your Site’s Search Engine Optimization Strategies With Your PPC Data

Unlike pay-per-click marketing, Search Engine Optimization (SEO) takes time before you can start seeing results.

This is the number one reason why you should test your keywords before applying them in large-scale SEO strategies.

Although it’s a bit technical, you can still know the values at which organic keywords undergo conversations. To help you arrive at this, you can make use of PPC keywords data.

It’s a very wise thing to monitor and know the keywords that lead to conversions in paid ads. As a result of that, you can boost your site’s headings and meta descriptions with the most engaging keywords.

This will help you rank higher on the Search Engine Results Page (SERP).

9. Get The Top Spot In The Local Pack While Making Good Use Of Pay-Per-Click Marketing

The 2020 pandemic, lockdown and its aftermath effects seem to still be in motion and may continue to be so.

Even in 2021 and now in 2022, there are still pandemic routines and precautions that restrict some people to their homes.

Searches that contain the key phrase “near me” increased by 28% in 2020. With the way, things were in 2021 and how things are in 2022, this value might remain so or even increase.

That is why your business should try out pay-per-click marketing. Google Ads is good at making sure your business appears in “near me” searches. 

Setting up your location extensions will also let you appear in local ads within your region.

10. Pay-per-click Advertising Allows For Easy Retargeting

If you are familiar with online sales on websites, then you might have noticed that most site visitors don’t take action on landing pages.

However, there is still something good in this. The 95% of visitors that didn’t lead to conversions can still be retargeted.

And that brings us to another benefit of pay-per-click marketing. PPC advertising campaigns make retargeting more possible than ever.

Retargeting is all about taking note of the visitors that haven’t been to your site in a while and showing them ads that they might be interested in.

Doing your marketing this way will be very effective. In no time, you will be able to re-engage old visitors and get them to convert.

There is one other good thing about retargeting. Since those past customers (and or) visitors already know your brand, they will be interested in patronizing you.

Apart from this, you can create different PPC ad campaigns to target separate groups of people.

You can create targeted ads for visitors that were collecting a cart but abandoned it (if you run an online store).

Every single person that visited your site has already become a part of your sales web. However, what lets you make good use of this web is retargeting. And that’s one of the benefits of PPC Marketing

How Can I Earn From Pay-per-click Advertising?

How Can I Earn From Pay-per-click Advertising?

There are many ways in which you can make money with PPC advertising, either as an individual or a business. According to Promo Navigator, there are 8 different ways in which you can earn money with pay per click marketing.

1. Earn money with PPC affiliate programs. These are made available by digital marketing platforms.

2. Make money on Google Adsense and other PPC advertising networks.

3. You can also earn money as a freelancer by running Pay-Per-Click campaigns for other businesses.

4. You can also acquire skills and become an in-house Pay-Per-Click professional.

5. Earn money with PPC campaigns by writing articles for advertisers.

6. Make extra money by creating ad copies for Pay Per Click advertisers.

7. You can also earn money by becoming a PPC expert and tutor. You can organize courses and training for other people.

8. You can earn money as well by developing landing pages for PPC ads (if you are good with web design).

You can also write content for PPC landing pages if you are good at content writing and copywriting.

Get Real-Time PPC Management Services. Let Our Pay-Per-Click Marketing Agency In Nigeria Help Your Business Drive Real Results

Get Real-Time Pay Per Click Management Services. Let Our Pay-Per-Click Marketing Agency In Nigeria Help Your Business Drive Real Results

To get the best out of your pay per click marketing campaigns and make your business most visible on the internet, contact us now! It would be our pleasure and also in your best interest if you let us run and manage your PPC ads for you.

While doing that, you can also take a look at our homepage and feel the stylish elegant theme. You can also view our highly engaging blog posts.

Once again, we are Prolanz Digital Services, the best pay per click marketing agency in Nigeria for your various PPC ad campaigns.

Address – B Close 7th Avenue Festac, Lagos

Phone +234(0)807725617

Facebook @Prolanz digitals

Twitter @prolanzdigitals

Instagram @prolanzdigitals

Our Paid Search Services include:

Google Ads

Our team of Google qualified professionals have hands-on experience in managing campaigns for search, display and shopping ads. We will work on your PPC Account to make sure that the ad copy, landing page, quality score and all important metrics of the paid campaigns are fine-tuned for optimum performance and results.

Measuring Success

If you want to reach out to your customers on social networks like Facebook, Twitter, LinkedIn and Pinterest, we can set up targeted PPC campaigns for these channels.

Search Ads

Our PPC experts can help you write creative text ads with compelling copy. We’ll set up your ads with a clear structure to target exactly what is right to achieve your business goals. Our qualified experts will manage your Search campaigns for text ads shown in Google’s Search Results.

Display Ads and Remarketing

Our team also works on creative image ads to help you contextually target customers on the Google Display Network (GDN). This also ties up with our display ads in remarketing campaigns to help you make the most of returning visitors to your website.

Google Shopping Ads

If you are an e-commerce company looking to boost your online sales, we can help you set up and run Google Shopping Campaigns. These campaigns work on product listing ads. Our experts have helped clients increase conversions and generate higher revenues at optimum costs in varied business sectors.

Bing Ads

Bing ads work in a similar way to the Google Ads campaigns, allowing you to target customers on Microsoft’s Bing Ads Platform. We have Bing Ads qualified professionals who are knowledgeable and experienced in setting up and managing Bing Ads campaigns

Let’s discuss how we can help your organization get ahead…

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