Othello Dijital

What is Google Ads (PPC) Marketing?

Cost-per-click (PPC) is a marketing model in which an advertiser pays to advertise on search engines or other websites for a particular keyword or phrase. PPC ads show the advertiser’s ads to users searching for specific keywords. These ads may appear on search engine results pages, websites or social media platforms.
PPC ads become a cost-effective marketing strategy for many advertisers as it is a pay-per-click-only model in Cyprus and other locations. 

The advantage of this type of ads is that the advertiser can manage the advertising budget effectively and get higher conversions by only showing ads to users who are genuinely interested. However, PPC marketing can be costly for advertisers if factors such as the right keyword selection, the right targeting, and the right ad copy are not taken into account.

How Google Ads Cost-Per-Click (PPC) Works?

PPC campaigns often appear as search engine ads or social media ads. Advertisers create their campaigns by identifying the target audiences they want to show their ads about specific keywords. They then set a specific cost-per-click for each keyword. Cost-per-click is the maximum amount the advertiser is willing to pay for the keyword.
PPC ads may appear on search engine results pages (SERPs) or other websites. In SERPs, ads can appear above or below organic search results based on the keywords users are searching for. The advertiser can choose in which position the ad will appear and which users to target. For example, the advertiser can display ads to users in a specific region by geotargeting. PPC campaigns allow the advertiser to run their campaigns with a set budget. Advertisers can manage their campaigns by determining how much to spend their budgets. PPC ads also allow advertisers to measure the performance of their ads. This allows the advertiser to optimize their ad copy, keyword targeting and other factors.

How Can You Use Targeting in PPC Marketing in Cyprus ?

In PPC marketing, targeting helps the advertiser deliver their ad to the right audiences. Targeting ensures that the right people see your ad, resulting in higher click-through rates, higher conversion rates, and lower cost-per-clicks;


Advertisers may want to show ads to users in a specific geographic area. That’s why it’s important to use geotargeting in PPC campaigns. Advertisers can target geographic areas such as country, city or zip code.

Device Targeting

PPC ads can appear on computers, tablets or mobile devices. Advertisers may want to show ads on a certain type of device. For example, a business that wants to promote its mobile apps might want to show PPC ads only on mobile devices.

Demographic Targeting

Advertisers may want to show ads to users in a certain age range, gender or income level. Demographic targeting helps advertisers deliver their ads to the right audiences.

Behavioral Targeting

PPC campaigns can use behavioral targeting to show ads based on users’ past behavior. For example, if a user has searched to purchase a product, the PPC ad may be retargeted to that user until the purchase is complete.


Retargeting is used to show ads to users who have previously visited your website but have not made a purchase. Retargeting is important to achieve higher conversion rates.

Targeting in PPC marketing

Helps advertisers reach the right audiences. Geographic targeting, device targeting, demographic targeting, behavioral targeting and retargeting are targeting strategies that can be used in PPC campaigns.

How Do We Measure Your PPC Campaign Performance?

Clicks: Measuring how many clicks your PPC ads get provides insight into the effectiveness of your campaign. Clicks can also include users who viewed the advertiser’s ad but left without clicking.
Clickthrough Rate (CTR): Clickthrough rate represents the ratio of clicks to ad impressions. CTR provides information about the attractiveness of the ad and shows how much interest the ad has received by the target audiences.
Conversion Rate: Conversion rate shows the rate at which ad clicks convert to conversions. For example, a user’s visit to the product page and purchase will count as a conversion.
Cost-Per-Click (CPC): Cost-per-click represents the cost the advertiser pays for each click. Cost-per-click provides information about the cost-effectiveness of the campaign.
Cost-Per-Conversion (CPA): Cost-per-conversion shows the cost the advertiser pays for each conversion. CPA provides information about the profitability of the advertising campaign.
Conversion Value: Conversion value measures how valuable a conversion is to the business. Conversion value may include calculating factors such as the cost of a product purchased by a customer or the lifetime value of a customer for the business.

Why is PPC Marketing Important?

Quick Results

PPC marketing is considered a marketing tactic that provides quick results. Advertisers can see results shortly after starting their campaign.


PPC makes it easy to reach the right audiences. Targeting options such as geotargeting, demographic targeting, device targeting, behavioral targeting, and retargeting allow advertisers to show their ads to the right people.


PPC is competitive marketing. Advertisers can gain competitive advantage by preventing their competitors from reaching their target audience.

Budgetary Control

PPC marketing allows advertisers to easily control their budget. Advertisers can set the budget for their campaigns and, because they pay per click, they have full control of how much money they spend on their ads.


PPC marketing allows you to achieve measurable results. Advertisers can measure the performance of their campaigns and measure the success of their campaigns with critical metrics such as cost-per-click (CPC), conversion rates, and conversions per cost (CPA).

Othello Digital for Cyprus Focused PPC Marketing

What we pay attention to when marketing PPC in Cyprus;

Target Audience

The first step for PPC marketing is to identify your target audience. We increase the effectiveness of your campaign by targeting people living in or interested in Cyprus.

Keyword Selection

When doing PPC marketing in the Cyprus locale, it is important to choose region-specific keywords for keyword selection. For example, we use keywords like “Cyprus holiday deals” or “Cyprus delicacies”.

Regional Differences

There are different regions and cities in Cyprus. Therefore, you can target your campaigns by taking into account regional differences. For example, we create campaigns for touristic areas in Cyprus.


Different languages such as English and Turkish are spoken in Cyprus. We get more interaction by creating your campaigns according to the language of your target audience.

Native Ad Network

There is a native ad network option on platforms that provide PPC advertising, such as Google. With this option, we provide a more specific display of your ads in the Cyprus locale.

Mobile Compatibility

Mobile usage rate is quite high in Cyprus. Therefore, making your PPC campaigns mobile-friendly ensures that mobile device users can also easily access your campaigns.