Pay Per Click (PPC) Advertising in Singapore

pay per click advertising

Pay-per-click (PPC) ensures you get an instant exposure that leads to traffic and higher sales. This programme provides all the platforms anytime and anywhere. Pay per click marketing is the perfect business choice and ensures your business has the maximum reach out without overspending. In Singapore, most of the forefront visited sites have advertising platforms that they take advantage. These platforms get them on the front line ahead of their potential competitors everywhere they go online. The pay per click platform packages are all inclusive and gives you the maximum exposure. In simple terms, pay per click makes sure you are found on the forefront before others through search engines organic results. This article provides you with the complete guide on pay per click (PPC) advertising in Singapore.

What Does PPC Mean

Pay-per-click (PPC) advertising essentially means buying clicks from online marketing advertising platforms, i.e., Google to a website and converting them into leads or sales. Google is the earliest and most established PPC advertising platform. Google started by creating Ads (formerly Adwords), a PPC advertising program that was different from the traditional programs that you had to pay regardless of the actions taken. This lead to many advertisers shifting to Google as they prefer the online platform they would only pay where there are clicks. Today, PPC advertising incorporates both Google and Facebook. These two platforms use the similar system where the advertisers are charged when users click into their website.

Benefits Of PPC Advertising

Over the years, PPC Singapore has significantly gained popularity. Be it small or large businesses; there is more than one reason to get into PPC advertising. Some of the benefits of PPC advertising include helping to increase your business exposure, growing the customer base and promoting faster profit generation. More so, PPC will give you the flexibility to choose the right audience that you are targeting and at the right time. This is by choosing where and when the business website ads will appear. The PPC results are measurable and give you full assurance of online marketing.

Is PPC Suitable For Singapore

Are you thinking of doing pay per click advertising in Singapore? You will need to know everything that entails to it before you take the final step. Google Ads is the most popular marketing platform in Singapore. The best way to get your business into PPC advertising is set up your PPC account with Google Ads. This will help you in creating powerful ads with featuring optimised popular targeted keywords on Google Ads. There are so many choices in Singapore when it comes to PPC advertisement. Facebook launched its ads advertising platform in Singapore in the year 2012. This is to the additional online programs such as Google, YouTube, linked in and Instagram that are viable in driving sales. This has led to a higher decline of newspaper and other offline leadership in the past five years. Businesses in Singapore have no option of not engaging in online marketing.

What Is The Difference Between PPC and SEO

PPC and SEO are two confusing terms for most business owners wishing to engage in online advertising. Search engine optimisation (SEO) is an online methodology that puts your business website on the first Google organic search results. With SEO, you don’t have to pay google always and is hence sustainable. However, SEO is full of uncertainties and takes about three to six months. Additionally, Google has the best engineers and programmers that keep changing their algorithms to prevent the rank manipulation. On the other hand, PPC uses a leads prediction generation process. Google must ensure you make money for you to continue advertising.  hence some advertisers would hence prefer PPC to SEO in Singapore.

How Does SEM Work

SEM (search engine marketing) adds website traffic by buying ads on search engines. The site’s website is purchased with a relevant keyword. In Singapore, the primary and widely used search engines are Google, Yahoo, and Bing. You cannot, therefore, miss them if you want traffic on your business website. Google takes a ninety percent market share in Singapore with the ten percent remaining share divided between Yahoo and Bing. Many digital marketing experts would recommend you put the Google Ads advertising tool as the top choice.

Why Hire A PPC Agency In Singapore

PPC agencies in Singapore offers efficient, convenient and cost-saving ways to popularise your business. The business can reach the right audience at a cheap and affordable cost. The agencies give you an ultimate guide on the various PPC online marketing opportunities. Additionally, most of the agencies are google partners giving you the best choices in time-saving and maximisation of your return on investment. Some of the top agencies in Singapore include MediaOne, media Labs innovation agency, Purpleclick, Media plus digital agency and PCL technology agency.

In Singapore, there is a variety of pay per click management companies. Some of the top companies regarding campaign analysis, keyword selection, cost minimisation, and automation are listed below. These include digital marketing agency, Searchjinni LLP, Bruce clay, iSearch media Pte Ltd, VJG interactive I crossing, Foretec Pte Ltd, MediaOne Business Group Pte Ltd, iProsites and iProspect. Visiting one of these companies in Singapore will provide you with the best PPC management services.

Should I Include Facebook PPC In My Marketing Strategy

The Facebook social platform has relatively grown with about 3.5 million active users in Singapore and 1.2 billion people globally. This has made it a perfect platform for a business looking to reach a mass audience. Your company can target customers effectively through Facebook. There is no minimum amount of cash required to get into Facebook marketing. However, a little budget will get exhausted in a few clicks giving no significant impact on your business. The average cost per click in Singapore is about $0.11. Advertisers that meets the users’ needs are always rewarded with cheaper Facebook advertising cost. This protects the users Facebook experience from spam FB Ads.

How Much Would PPC Cost

How much does business marketing advertisement cost in Singapore? To appear on Google, you have to pay Google. Google Ads uses a sophisticated demand and supply system and bidding system. The cost is also determined by the bidding of your competitors. The price of pay per click (PPC) in Singapore is higher than countries such as Malaysia but lower than in counties such as the USA. This is due to the willingness of businesses to pay more. Each time your business advertisement is clicked, it sends a guest to your site. You will pay the search engine tool a low cost. If your online business campaign is running smoothly and is much outlined, the price will be much higher as the advertising worth is higher than what you are paying for it.

What Is The Format For Google Ads

The most common advertisement format comes in the form of a title, a 3 lines of your product or service description and an URL link to your website page. You can bid some keyword permutations to decide where your advertisements will be found. You will hence pay if someone clicks the keywords you have chosen. Additionally, your business will feature in specific pages depending on your set budget. More so, the higher your budget, the closer your advertisements will be to page 1. In Singapore, many businesses are striving to get their advertisement to the top page. This is according to research revealing that about eighty percent of internet users do not go beyond page 1 in the search engine.

Is A Landing Page Important

It is crucial to wait until you get a landing page that will work jointly with your ads before you start your PPC campaign. Here is why Pay Per Click is so significant: when users click on a PPC ad, the reason behind it is that they were interested in your ad and they need to learn more. However, if the link directs them to a generic website containing unrelated content in your website, then that interest is likely to result in a quick exit. This is registered as a “bounce” and can adversely affect the price and positioning of your next ad.

Clicking on a PPC ad to discover extra information demands that the landing page provides that information adequately. For this reason, it is advisable to have custom-made landing pages with information related to the ad. For example, if you had a PPC ad offering bonuses after signup at your website, the ad landing page should include more information on the promotion, a button to redeem the bonus or anything else that is specifically related to the content on the ad.

The other aspect you need to do with your landing page is ensuring that their performance is optimised. If the audience clicks your ad and there are technical problems on the landing page like slow loading and navigation problems, they are likely to bounce. Optimise the performance of your site now to ensure the users who will come later are likely to check on your products or services.

Bidding Strategy for a PPC ad

There are various strategies for bidding to select from, and choosing the perfect one depends on some factors. These factors include your goals, your experience with PPC, and your budget. Choosing between automated and manual bidding is one of the factors to consider. If you don’t have experience with PPC, it is good to start with automatic bidding, mainly if your budget is low. Manual bidding enables you to set the restriction on the cost of each click. The disadvantage of using manual bidding is that you cannot optimise your offer.

Automatic Bidding For PPC

get google ranking ad

Automatic bidding on the other side can help you reduce the amount of time needed to manage your online campaigns. However, it is a little more expensive than manual bidding. Several strategies of automatic bidding are available in the market, and you can discover more about various PPC strategies from the internet. There are several strategies in Singapore that you can choose from depending on whether you need PPC to increase your traffic, visibility, or conversions.

PPC Ad Budgeting

In a PPC campaign, the budget is an essential factor to consider. The best part of this method of campaigning is that you can operate on a small budget, and you can keep close regulation over the amount you incur. Indeed, if you have never used PPC, don’t have much money, and just need to do a test, you can still enjoy PPC with as low as $25. You can use this simple formula to calculate your budget.

The equation’s profit side has the amount of profit you get in each conversion. To establish the amount that will pay for the PPC ads, you must decide how much you can afford to spend while making the campaign meaningful. You can look for past information or use the standard of the industry which is 2.7%. Then you calculate the product of maximum cost per click by the number of clicks you need, by the total days to have your budget.

Conduct Research on Your Keywords and Select Them Sensibly

In a PPC campaign, the keyword is one of the most significant aspects since it is the crux of the whole process. There would be no means of deciding where to display your ads without keywords. Choosing the right keyword can guarantee a successful online campaign, and assure you the most views, more conversions, and more clicks.

Below are a few tips for choosing your keyword:

  • Check what your competitors are using
  • Think of what you would write on the searching bar if you were the audience
  • Search for keywords from Google tools like SEMrush and Moz.
  • Don’t use vague keywords, be specific.
  • Use local keywords if doable.

When you choose the best keywords, expect to get the best results. Moreover, you will get quality output and at lower costs per click since most users are not likely to bounce. The other critical factor you have to consider is the selection of negative keywords. Negative keywords filter the keywords that you don’t want to be included in your landing page. Perhaps you want to advertise a soft drink, but you don’t want to advertise coca cola, then you will use coca cola as the negative keyword to disregard all searches with that product brand.

How To Create PPC Ads For Google Singapore

There are no shortages of advertisements. From commercials to bus benches, there is always a company that is trying desperately to get your attention. However, over time, these ads have become less and less effective as we have become more accustomed to them. Just to let you know of what we are talking about, PPC stands for Pay-Per-Click ads. Creating PPC ads for Google is like creating a real life auction. You get to bid searches with the suitable keywords you want your ad to be featured in. Then the moment that keyword you are bidding on is used by a user to searched something, your ads and those of your competitors appear in the Ads position.

The same goes for ads that are featured online. Even if customers do have an interest, they are still very likely to pass up an opportunity to interact with the brand. So it comes as no surprise that many Singapore business owners are wondering how Google Adwords can help their business. Not only is the market saturated, but you only have 3 short lines to catch your audience’s attention.

Well, it comes down to your ability to get and keep the audience’s attention. And you only have a few seconds to do it. The key is to ensure that you stand out from the rest of your competition. Here are a few ways in which you can use your PPC ads as an inbound marketing tool.

Use Price to Show Value

One of the best ways to get the searchers’ attention is to make sure that your prices are competitive. This is especially the case for ecommerce Singapore marketers. You see,  your customers are very savvy when it comes to finding the best offer. With just a few clicks they can sort prices from lowest to highest and then compare the value of each product or service to that of the others. This doesn’t necessarily mean that you have to have rock bottom prices, however, you should try to make your business stand apart from your competitors.

Come Up With a Daily Budget Limit

The daily budget limit is the maximum amount you get to spend in a single day on your PPC Google Ads. Make sure that while creating your PPC Ads you begin with a small amount of money. As time goes by you can add little by little and bid with confidence until when you know how to make profit. In as much as PPC can bring you lot of profit, if you do not know what you are doing; it will cost you so much with little to no profits.

If you are in a position to only afford a daily budget of let’s say $60 instead of $90, it would be best if you bid on keywords with low cost to make sure your ad is seen by most people. Opting for high cost keywords considering the limitations of such a budget exhausts the whole budget too soon. This means that your ads will only be viewed for a shirt time of the day and by way fewer people when compared to a 24-hour viewership.

get google ranking ad

When setting your maximum price for every click, you need to keep in mind that each keywords theoretically represents a different market. This only implies that every one of your focus keywords requires a different bid price. As of the other keywords, you will be permitted to set individual biding prices later, but Google needs you to set those for main keywords first.

Make Use of Wordtracker

Keywords are what will make your PPC Ads bring in profit. You should therefore choose keywords you bid on in your ads very carefully by using Wordtracker. The heart of your PPC ads is your keywords, Wordtracker will help you just which keyword were used by people to search for stuff on the web. Additionally, separate the keywords you use in different groups of PPC Ads. This makes sure every group has its own different bids, landing pages and ad copies.

Test Ads against Each Other

The goal here is to make sure your PPC Ads are viewed by as many internet users as possible. Create a variety of Ads and test them against each other. Make you your own competitors and always test your ads against those that perform best. Try to beat yourself and your competitors won’t have anything against you.

Establish Your Unique Selling Point (USP)

First ask yourself these questions. What is it that makes you different from your competitors? What Unique Selling Point do you have? After you have established the answers, go ahead to use you USP in your Ad copy. This will make the ad even more appealing and definitely increase your clicks too. For your PPC Ads to rank high on Google ages, they should have high click rates. Use your creativity to come up with a unique USP that will sell your ads.

Learn about Google’s Broad Match and Exact Match

Google uses a variety of match bids on which people can use keywords to make Ad bids. Leaning about exact match and broad match will give you a variety of option on biding. Using the exact match gives you permission to only bid on specific keywords. Using the broad match gives you more options of bidding on all keywords that have the word you are bidding on. Google is there to make money through you. They might make several options available for you, but it is upon you to choose the one that best suits your business strategies.

Geo-Target Your Ads And Introduce Negative Keywords

It is always important to make sure your ads appear only in geographical regions that you can sell your products and services to. Additionally, introduce negative keywords in your PPS Ads if possible. This guarantees that your ad will not pop up in any searches that have those negative keywords you bid on.

Ad Copy and Landing Pages Should Use Featured Keywords

Make sure that your landing pages and Ad copy use the keywords they serve. If you do this, your ads will move higher on the search pages of Google. Besides having to increase bids, this is another way of ensuring less costs and more profit.


Gaining customers is all about the right timing. Scheduling your ads to be displayed only during the times of the day that are relevant to your products, serves and company. This strategy will increase the times web users view and click on your PCC Google Ads.

Use Your 95 Characters Wisely

After creating prices that are competitive, it’s now time to make it clear to your audience in what other ways you are different or better from your competition. Why should they buy from you? What value do you offer? Once you find the answer to these questions, you can then create a solid value proposition.

In fact, if you would like to truly reach your audience, then you will need to offer much more value than they initially expected from you. More specifically, you should offer something more valuable than they will find other businesses like yours. In order to deliver this particular message effectively, you need to have a good idea of who you are trying to reach. Not only do you need to know who your target audience is, but you should also understand them.

As we know, a majority of people will be compelled to click on an ad when its headline contains the keywords they are using to search on the web. Because of this fact, it is wise of you to include your major keywords in the Ads heading as much and as often as possible.

Unfortunately, you only have about 95 characters with which to express this idea. 25 are dedicated to your headline. 70 are to be used in your description. And this means that your ad copy should be very clear and concise–only including words that are absolutely necessary and compelling. The first 25 characters being the heading, each of the two lines that come after only allows you to use 35 characters of text. Now, to be on the good side of most markets, you should use the second line as a description of the benefits and then the ads feature or any offers being given should come afterwards.

Here are a few of the elements that you need to make sure that your ad copy contains. These will help you to meet your target audience’s needs. And it will also ensure that you get the greatest return on your ad.

  1. Qualify Your Customers

If you want to create an ad that actually gets clicked, then you need to market to customers who are qualified. These are individuals who are the most likely to take action. And the best way to do this is to include a few qualifiers in your ad copy.

For instance, you could include the price of your products or services in your ad. The reason the price method is so effective is because most shoppers make their buying decisions based solely on the price of the product or services. In fact, most consumers already have a price in mind when they are shopping around. So by adding a specific price to your headline, this will eliminate those who are not likely to convert.

  1. Create a Call-to-Action

This element is relatively straightforward. A call-to-action is something that tells your visitors what they need to do next. In the best of scenarios, it creates a sense of urgency. For example, “Get Your Limited Edition Plaque!” Or “Purchase Now and Save $100.”

  1. Reduce the Risks

Believe it or not, not everyone is used to shopping online. In fact, in a lot of cases, you may be the first business that a customer purchases anything from on the internet. This means that Singapore business owners should make an effort to make their potential customers feel more at ease. They need to feel as if they can trust you.

And there are a few ways to ensure that they are more likely to buy. Consider adding special shipping processes. Advertise your return policy or your extended warranty. These elements will give them even more reason to take action.

  1. Build Credibility

If you want to make sure that your ad copy is effective, then you need to build credibility with your audience. This means that you should promote your years of experience. Let your customers know how well-respected you are in your particular field. Advertise the number of awards you have won for providing excellent service. Your ad needs to ensure your audience that you are a legitimate and trusted company.

  1. Explain Your Product Features

In most cases, there is a good chance that your audience will already know what your product does or what they can gain from your services. However, if you are Singapore business owner who sales a unique product or service, then you’re going to have to explain its features to your potential customers.

In fact, a great explanation can really put you ahead of the competition. You won’t have to worry about spending extra money in attempts to outbid them. And this is a very important benefit because although Google makes money every time someone clicks on your ad, you only make money if they make money if they make a purchase that exceeds the cost of that click.

So let your customers know what makes you stand out from the rest of your competition. Sure, you only have so many characters to express all of these ideas and you can’t include everything that you offer. This is why you need to be very strategic about your approach. By including all of these elements in your copy, you are increasing your chances of a click-through. Just make sure that you do a little A/B testing to figure out which one works best.

Create Perceived Value: Highlighting the “Deal”

If you want to gain customers, then you really need to show your customers how good the deal is. Even if this is simply perception, it can go a long way. The best way to do this is to give them a visual representation of how good the deal is. For instance, you may show two prices: your current price reduced price and the original higher price. To give a visual representation of value, you could always cross out your original higher price. This lets people know that they are saving money when they may a purchase from you.


PPC in Singapore has significantly increased, creating a challenge for the few businesses not into this digital advertising. PPC is not difficult, but it needs some know-how of the procedure of the process, and research and planning if you want to achieve the most excellent ROI from your money. The most crucial aspects to consider are selecting a landing page, choosing a budget, and then deciding the strategy for bidding. Then it is followed by the most essential task of choosing the right keyword. After creating your ad, ensure you track and measure the traffic to ensure that your PPC is effective in producing the leads and traffic you intended.

How much is pay per click advertising?

The cost varies depending on the strategy you use. If you have never used pay per click (PPC), don’t have much money, and just need to do a test, you can enjoy PPC with as low as $25.

What is a pay per click campaign?

It means buying clicks from online marketing advertising platforms and converting them into leads or sales.

How do you calculate cost per click?

Cost per click = total cost of clicks (your budget) ÷ total number of clicks

How much does Facebook ads cost?

At the point of writing (2018), the average cost per click in Singapore is about $0.11.

Author Bio

Tom Koh is widely recognised as a leading SEO consultant in Asia who has worked to transform the online visibility of the leading organisations such as SingTel, Capitaland, Maybank, P&G, WWF, etc. Recently he was instrumental in consulting for a New York-based US$30B fund in an US$4Bn acquisition. Tom is a Computational Science graduate of the National University of Singapore. In his free time he performs pro-bono community work and traveling.

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