What is PPC?

Chapter 1


We’ve all heard the old adage a picture is worth a thousand words.

But, do you know what words are worth, or more precisely what the word ‘best mesothelioma lawyer’ is worth?

That phrase is going to cost you $935 – it’s one of the most expensive keywords in the US for Pay-Per-Click (PPC) advertising.

Sounds steep, right?

However, the legal businesses bidding on this keyword will calmly tell you that the keyword is actually worth a lot more in ROI (Return on Investment).

Running PPC campaigns for your business helps you get brand exposure and establish thought leadership in front of your potential customers, by just paying for ads that get clicked.

Whether you’re running a B2B or a B2C business, investing in PPC campaigns allows you to not only promote your product or service to your target audience, but do so for audiences who are actively looking for solutions. The campaigns help your brand get massive reach and exposure without spending more than you’re willing to.

How does this happen? Well, let’s begin.

What’s PPC?

PPC or pay-per-click is an internet marketing model also referred to as CPC (cost-per-click) where advertisers bid to have their ads shown on search engine results and websites for the purpose of promoting an offer.

The advertiser pays publishers every time a visitor clicks their ad, hence the model is known as pay-per-click, as advertisers only pay when the visitor clicks their ad. If a visitor sees an ad but doesn’t click it, the advertiser is made aware of the impression but doesn’t have to pay as no click took place.

Watch this video to get the full gist of what PPC marketing is:

With the help of ad impression and ad click data advertisers are able to optimize their PPC campaign ads to fulfil their campaign goals, which can vary from getting app downloads to getting free trial sign-ups.

The importance of PPC marketing

PPC campaigns help marketers increase visibility for their ads, build brand awareness and measure clearly defined metrics and campaign goals helping them create better, more optimized campaigns in the future.

In fact, according to Hannapin Marketing, advertisers are expanding their PPC budgets with 79% of advertisers saying they have a higher PPC budget in 2017 than in 2016 with a plan to have an even higher budget in 2018.

As far as the most effective PPC channels go, search ads are dominating while social ads are lagging behind:

A graphic showing how search ads have higher performance than social ads

In 2017, the overall budget of advertisers continues to expand with 72% spending significantly more on social ads compared to last year. Over 60% are spending more on text ads and mobile ads, while there is a 18% decrease in display network ad spend.

Creating and launching an effective PPC campaign, whether on social or search takes a lot of research and intuitive thinking. To create PPC campaigns with a purpose it’s important you know everything there is to know about the PPC advertising platform you’re using.

This guide will help you do exactly that – by taking you on a step by step journey to creating your PPC campaign from scratch on the following advertising platforms:

  • Google AdWords
  • Facebook
  • Instagram
  • Bing
  • LinkedIn

You will get to see the exact steps you need to take to create PPC campaigns on each platform, and get insights on features each platform offers to optimize your advertising campaigns.

The next chapter of the guide is going to focus on Google AdWords, discussed in the chapter will be the process of setting up your first Google AdWords PPC campaign. The chapter will also explain how you can use the power of Google Analytics reports in conjunction with your AdWords account to gather and analyze important user behaviour metrics.

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