Online Advertising in Nigeria: Pay-Per-Click Advertising

Last updated on January 30th, 2023 at 07:49 pm

Online advertising is a continually growing industry in Nigeria, with internet penetration growth to reach 65.2 percent by 2025.

More than ever, online marketing campaigns require a strategic plan and smart execution with the overall business objectives of Key Performing Indicators (KPI) clearly defined.


With online advertising, businesses of all sizes are able to effectively expand their brand reach, acquire new customers, and create multiple income streams.

There are different forms of online advertising, which include social media marketing, Search engine marketing (SEM), Search engine optimization (SEO), mobile advertising, email advertising, sponsored search, and others.

But for the purpose of this article, we would focus on Pay-Per-Click (PPC) advertising campaign.

Perhaps, Pay-Per-Click form of online advertising campaign goes beyond advertising, till date, it remains one of the effective ways of maximizing your media spend.

Traditional advertising requires you to invest millions of Naira in traditional media such as the newspaper, radio, television, billboards, etc.

But achieving fewer results that you cannot measure when you compare it with Pay-Per-Click advertising.

Click here to learn the smartest way to market your business on Instagram that actually works.


With Pay-Per-Click advertising, you have a greater chance of achieving better results, because, the Pay-Per-Click advertising campaign allows you to reach targeted audiences.

Hence, this is one major reason why businesses in Nigeria should utilize Pay-Per-Click online advertising campaign to grow their brand.


What is Pay-Per-Click Advertising Campaign?


what is pay per click online advertising

Pay-Per-Click advertising is a form of online advertising using a search engine to generate clicks to visit your website, rather than attempting to organically earn those clicks.

This can also be referred to as cost per click.

The goal of this internet advertising model is to drive traffic to your websites, in which the publishers are paid by the advertiser when a click happens.

The ad you often see at the top and bottom of Google’s search result pages with ”ad” beside them are examples of pay per click ads. 

However, every time a click happens, that sends visitors to your website, you pay a small fee to the search engine.

With a highly effective PPC campaign, you do not need to think about the fee as you will get a good return on ad spend. 

See Also: How to Target Rich Audience on Google Ads


Pay-Per-Click Sites for Online Advertisers

Below are a couple of PPC online advertising platforms that business owners in Nigeria can leverage on:

  • Google Ads
  • Bing Ads
  • Instagram Ads
  • Quora Ads
  • Twitter Ads
  • Facebook Ads
  • LinkedIn Ads
  • YouTube


Why Do You Need Pay-Per-Click?

Why Do You Need Pay-Per-Click online advertising

Certainly, Pay-Per-Click online advertising campaign is a good fit for businesses in Nigeria, because of the great opportunities that it presents.

Not only is it good for Nigerian businesses, but it also provides great resources for search engines and advertisers, as well as user value for the searchers.

The benefit of Pay-Per-Click advertising is that Google doesn’t just reward the highest bidders in the auction, but they reward the relevant ads.

Essentially, Google loves what the search engine users love.

The more relevant your ads, the higher your click-through rates  (CTR) and the lower your advertising costs per action.

With the consistent rise in the number of internet users, pay per click advertising offers advertisers the unique opportunity to present their product offerings right in front of audiences that are searching for them.

Searchers are able to make their intentions known through the kind of search queries that they make.

Similarly, advertisers have visibility on the quality of traffic that results from search engine advertising clicks.

Also, search engines provide a platform that serves the need of both the searchers and advertisers at the same time.

While searchers boost search engine user volume through their activity, on the other hand, the advertisers provide them with their revenue stream.

While offering a highly targeted and revenue-driven advertising platform, the search engine wants to offer relevant content. 

See Also: Top 25 Instagram Marketing Strategy that Actually Works


pay per click

Data has proven that searchers are more likely to click on paid search ads than any other form of online advertising you can think of.

This means that people really want content that is relevant to their searches either from advertising or SEO.

And because we go to the search engine to find out about products and services that we need, that makes the ads being served based on our query highly relevant.


How to Decide if Your Business is Ready for PPC

Firstly, you will need to assess whether your business can afford to be involved in pay per click.

At the current stage of your business, do you have the media spend on paid online advertising?

Do you need to leverage and increase your organic reach? If you do have media spend on paid online advertising, should you spend all on paid per click?

Are there other online advertising strategies you have to consider?

Secondly, pay per click is an effective marketing strategy if you want to have your product in front of audiences who are actively searching for your business-related terms.

This is a smart online marketing strategy to increase your reach, drive traffic to your website and boost business revenue.

Lastly, If you choose to create a pay per click campaign your media spend will depend on your audience, competition (those also bidding for the same keyword) and the kind of products/services that you want to drive sales conversion on.

See Also: How to Create Facebook Ads with Almost No Training (Guide)


Google AdsIf your business goal for PPC is to display paid search results to potential customers, then Google Ads is your advertising option.

As highlighted above, the Google search engine is the most popular search engine with a high user volume.


Understanding Google Ads Account Structure and Terms

As a pay-per-click advertiser, it is vital to familiarize yourself with some terms and tools associated with Google Ads.



They are the topmost level of your account within Google Ads.

They are regularly organized to match a particular theme associated with your business. You can have multiple campaigns within your Google account active at the same time.

At the campaign level, you can decide your budget, location, language, distribution for the Google Network, etc.

Also, within a campaign, you can choose to have one or multiple ad groups.

A fashion store may have campaigns for men’s wears, women’s wears, and children’s wears.


Ad groups 

They are the next structure within your Google ads campaign plan. You can have multiple ad groups within a specified campaign.

At this stage, you can go a step further into being more specific about the theme of your business. Also, each ad group comprises one or more ads.

Within its men’s shoe campaigns, the shoe store may have ad groups for corporate shoes, sports, loafers, and sandals.



They are the targeted search terms within your campaign. The goal is to be able to use terms to match search queries of potential customers.

You choose the terms you think your target audiences will search for in need of your product/services.

When users search for those terms, they may see your search ad on search engine result pages (SERPs).

For the men’s shoes, the corporate campaign may include keywords such as: black oxford shoe, corporate shoes, and office shoes.



Ads are the front end of the campaign. They are made up of the exact content and ad copy that potential customers see on SERPs for their searches.

You can decide how these ads look and what information they include.

Google text ads usually comprise of two headlines and a description section. Also, they can be extended to incorporate sitelinks, phone, callout, and location extensions and lots more. 

See Also: How To Choose The Best SEO Agency For Your Business In Nigeria


Google AdWords  Pay-Per-Click Online Advertising Campaign


Google ads examples: online advertising

Google Ads till date is the top-rated PPC platform.

It utilizes the pay-per-click model of online advertising, in which advertisers bid on keywords related to their products and pay wherever a click is made on their ad.

The Google ads auction system works in such a way that whenever a search is initiated, Google mines the pool of bidding keywords from advertisers and ranks the best ad at the top of the search engine result page based on relevance.

The “winning ads” are determined based on several important factors. They include ad quality and keyword and ad text relevance, as well as keyword bidding strategy.

For example, if Primegate Digital bids on the keyword “Google PPC software,” then our ad has the opportunity to show up at the very top spot on the Google results page.

Google quality score

More specifically, Google uses advertiser’s Ad Rank, a metric calculated by multiplying  CPC Bid (the highest budget an advertiser want to spend) and Quality Score (a key-value that takes into consideration click-through rate (CTR), ad relevance, and landing page experience, among others) to determine which ads to show at every time.

With this system, winning advertisers have the power to reach their target customers at a cost-controlled by them.

See Also: 15 Best Social Media Marketing Tools for Online Marketers


Pay-Per-Click Campaign Management

Pay per click cycle: online advertising

To effectively manage Pay-Per-Click campaign requires digital marketing skills and expertise for maximum performance.

If you are not a digital marketer or do not have a digital marketing team, you can hire the best digital marketing agency in Nigeria with proven track records in PPC online advertising management.

Once you’ve created your new online campaigns, you’ll need to monitor and optimize them regularly. This will ensure that they are the best performing at all times.


Top PPC Strategies and Management Tips 

Perhaps, by continuously optimizing your PPC campaigns, you will get the right digital marketing insights to grow your customer base and boost business revenue.

Split Ad groups: This PPC strategy help to improve your Click-Through Rate (CTR). Segmenting your ad groups will enable you to create a more relevant ad with more targeted and personalized ad copy and landing pages.

Optimize PPC keywords: Always review high-cost, under-performing campaign keywords and put them off for maximum budget utilization.

Improve landing pages: Always adjust and optimize the content and Calls-To-Action (CTAs) of your landing pages for a better experience. This will help achieve a more personalized result for search queries in order to increase conversion rates.

Add PPC Keywords: Increase the reach of your pay-per-click campaigns by adding keywords that are most relevant to your business. 


Final Note

Pay-Per-Click online advertising model provides a great opportunity for business owners and advertisers in Nigeria to reach their target audiences.

If you do not have an in-house team to manage your pay-per-click campaign, you can hire the services of the best pay-per-click agency in Nigeria to deliver the best result for your business.

Harrison Acha is a Digital Marketing Expert, Seasoned Blogger, Facebook Marketing Expert, Writer, SEO Expert, and Digital Content Creator. Have been in the IT industry for more than a decade, and helping both tech and non-tech professionals become more productive and less frustrated with technology. Follow me on LinkedIn, Twitter and Facebook.

PrimeGate Digital is a Result Driven Blog that strives to go beyond ‘Conventional Digital Marketing’ through digital innovation and performance marketing. We have experience working with world class brands and products.


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