Online marketing

PPC Advertising Explained


Pay Per Click Advertising (PPC) including Google AdWords, Microsoft AdCentre or Ask Advertising should be a fundamental piece of your online marketing technique. PPC advertising offers a completely transparent marketing spend, and being so all to easy to track conversions and calculate your Revenue (ROI) has helped it become the most used form of online advertising and marketing spend.

Despite this though, many small business are certainly not fully aware of ADVERTISEMENT marketing and what it could possibly do for them. If I said it will also help you compete against greater companies whilst keeping a strong control of your budget then I am certain you would want to recognise more.

Pay Per Click Advertising (PPC) is very simple
We can split PPC advertising down into 3 very simple steps:

You choose keywords that you would like to be associated with your advert then create this Ad.
You set out how much you need to spend per day and also how much you are prepared to pay for each click of the advert.
The search engine will probably display your advert every time a relevant search that matches your keywords is manufactured.
So in a nutshell you ultimately choose some keywords, create a great advert, set your preferred budget and your advert will start showing to customers who definitely are actively searching for your product. That is basic fundamentals of PPC Advertising.

The item doesn’t quite stop right now there though. You need to analyze your keywords, write your Ads and create your landing page (the page on your site where people land after exploring your Ad), all of which need to be relevant to rank highly enough for ones advert to display.

In addition, there are many ways in which you can display your Ad using Ad Extensions and if you want your campaign to be successful then you will have to setup your account as efficiently as you possibly can.

The PPC Account Structure
Under your PPC account you could have campaigns and under campaigns you could have AdGroups that share a common overall theme. It sounds complicated nevertheless let’s look at certainly one of an educational institution who want to promote courses.

At the campaign levels we may have many campaigns split out by subject area including Business. At the Ad Group level organic beef well see more defined categories including undergraduate business studies or perhaps postgraduate business studies.

Your AdGroups contain Adverts, Keywords and Bids nevertheless share the budget and geographic targeting and others, which is set on the campaign level.

To recap, Pay Per Click Advertising (PPC) at the basic level can be split up into 3 key steps:

  1. Choose your keywords and create your Ad.
  2. Set your budget.
  3. Your Ads are displayed when a relevant search is made.

The most popular PPC platform is Google Adwords