PayPerClick for marketplaces: How to scale with PPC advertising

PayPerClick (PPC) is a powerful digital marketing channel that allows multi vendor marketplace platforms to quickly generate targeted traffic and increase their visibility on search engines. By investing in PPC through a marketplace agency like Code23, you can ensure your ads reach the right audience and deliver a high return on investment (ROI).

In this blog post, we’ll delve into the key aspects of successful PPC campaigns and how to leverage them for maximum growth, but first…

What is PayPerClick (PPC) for marketplaces?

PayPerClick or PPC is a form of digital advertising that is often used by online marketplaces to promote their products or services to potential customers. In this model, advertisers bid on specific keywords that are relevant to their business, and their ad appears at the top of search engine results page SERP when someone searches for those keywords. When a user clicks on an ad, the advertiser pays a fee.

For online marketplaces, PPC can be a cost-effective way to drive traffic and increase visibility. By targeting specific demographics, geographic locations, and search terms, online marketplaces can ensure that their ads are shown to people who are most likely to be interested in their products or services. This can help online marketplaces reach new customers and increase sales.

1. Keyword Research

The foundation of a successful Pay Per Click campaign lies in identifying the most relevant and cost-effective keywords for your marketplace. This ensures your ads reach the right audience, increasing the likelihood of conversions. To do this, you need to perform thorough keyword research, analysing search volumes, competition, and cost per click (CPC) for various keyword groups. Tools like Google Ads Keyword Planner, Ahrefs, and SEMrush can help you find high-performing keywords and uncover long-tail opportunities that may have lower competition and costs.

2. Campaign Structuring

A strategic and organised campaign structure is essential for improving ad relevance and quality scores, and ultimately reducing CPC. Start by organising your PPC campaigns into clearly defined ad campaigns and ad groups with related keywords and ads. This approach enables you to create highly-targeted ads for specific segments of your audience, improving your chances of driving clicks and conversions. As a rule of thumb, keep your ad groups small and focused, with no more than 15-20 keywords per group.

3. Ad Creation

Designing compelling ad copy and visuals is crucial for resonating with your target audience and encouraging them to click. Your ads should highlight the unique selling points of your marketplace, using persuasive language and clear, concise messaging. Additionally, use high-quality images or videos to showcase your products or services, and incorporate ad extensions like sitelinks, callouts, and structured snippets to provide additional information and improve click-through rates (CTRs).

4. Bid Management

Effective bid management involves continuously monitoring and adjusting your keyword bids to maximise ROI. Factors like competition, ad position, and conversion rates should be taken into account when making bid adjustments. Automated bidding strategies, such as Target CPA, Target ROAS, or Maximise Conversions, can help you optimise bids based on your specific goals. However, manual bid management may be more suitable for smaller budgets or highly competitive industries, where close monitoring and adjustments are necessary. It is also important to keep a close eye on the search terms report, and exclude any negative keywords that you don’t want to bid on.

5. Landing Page Optimisation

Your PPC ads should direct users to optimised landing pages that are relevant to their search queries and designed to drive conversions. These landing pages should feature clear calls-to-action (CTAs), relevant content, and an intuitive user experience. To further improve conversions, consider using dedicated landing pages for specific ad groups or offers, ensuring a consistent message and user journey from ad to conversion.

6. Performance Analysis

Regularly tracking and analysing your PPC campaigns is essential for making data-driven decisions and improving performance. Tools like Google Ads and Microsoft Advertising provide a wealth of data, including impressions, clicks, CTRs, conversions, and cost per conversion. By monitoring these metrics and identifying trends, you can uncover areas for improvement and adjust your campaigns accordingly. Additionally, using conversion tracking and attribution models can help you better understand the customer journey and allocate your budget more effectively.

Learn more about our PayPerClick (PPC) services for marketplaces

7. Retargeting

Retargeting is a powerful strategy that allows you to show ads to users who have previously visited your site or interacted with your brand, increasing the chances of converting them into customers. This can be done through display remarketing campaigns, which display ads across the Google Display Network, or search remarketing campaigns, which target users with tailored ads when they perform relevant searches. To maximise the effectiveness of retargeting, create audience lists based on user behaviour and segment your campaigns accordingly. For instance, target users who abandoned their shopping carts with ads showcasing the items they left behind or offer exclusive discounts to entice them to complete their purchase.

8. A/B Testing

Regular A/B testing is essential for determining the most effective bid strategies, ad copy, visuals, and keywords. By continuously testing different elements of your PPC campaigns, you can identify what resonates best with your audience and refine your strategies to maximise performance. Some areas to consider for A/B testing include:

  • Ad headlines and descriptions: Experiment with different headlines and descriptions to see which ones generate higher CTRs and conversions.
  • Landing page design and content: Test various layouts, CTAs, and content formats to determine which combinations drive the most conversions.
  • Bidding strategies: Compare the performance of automated versus manual bidding, or test different automated strategies to find the most cost-effective approach.
  • Ad extensions: Test different combinations of sitelinks, callouts, and structured snippets to see which ones improve CTRs and user engagement.


Growing your marketplace using PPC advertising requires careful planning, strategic execution, and ongoing optimisation. By focusing on the key aspects outlined in this blog post, you can ensure that your PPC campaigns deliver maximum ROI and drive sustainable growth for your marketplace.

With the help of an experienced marketplace marketing agency like Code23, you can leverage the power of PPC to accelerate your marketplace growth and reach new heights of success. Our team of experts can help you navigate the complexities of PPC advertising and create tailor-made strategies designed to drive targeted traffic, boost visibility, and increase conversions.