Beginners Guide to Pay-Per-Click

PPC is a digital marketing tool used by businesses, who pay a fee each time their advert is clicked. The term PPC can cover a whole host of social media platforms such as Facebook, Twitter, LinkedIn, however, it can also be used with Google AdWords – this helps your advert stand out in the search engine results, appearing at the top right-hand side of Google search engines.

PPC is based on keywords, these keywords allow companies to target more specific audiences, but more importantly the

Some keywords cost more than others, and this is based on how much demand it has, for example, terms with high volumes of people searching for it. The higher the interest in a certain term the more expensive it is going to be, but also the more people are going to see your website and potentially visit it.

Is PPC Right for Your Business?

PPC is an effective option if your intended reach/audience is people who are using search engines to search for things related to your business. You need to have a budget set aside for PPC as even though you could get a predicted cost you can’t know for sure how many people are going to click.

If you do decide a PPC campaign is right for your business the budget will determine your audience, competition and types of products and services you want to advertise.

PPC with Google

There are several ad networks that will allow you to run PPC ads, but choosing to run a PPC campaign with Google can be extremely beneficial for your company. You can also choose to options on how to run your campaign. Google has some of the best and widest analytical data than any other network and they have some tool you can use to aid your campaign;

Google Adwords

Google Adwords can be an excellent tool to use in your marketing campaign, as it helps your business get found by your target audience when they search specific terms which are related to your brands, products/services, and web content.

Some of the benefits of using Google Adwords;

  • You can use Google Adwords Keyword Planner for FREE!
  • Create compelling ads that are targeted to the right sort of people
  • Set a daily budget to ensure you don’t go over
  • Reach customers on any device


Google Display Network

Google Display Network allows you to put your ad in front of the right people at the right time and takes them to the sections of your website that are relevant.

Some benefits of using Google Display Network include;

  • You can choose between an array of ad formats including text ads, image ads, video ads etc.
  • Specified audiences are targeted
  • Select from pre-made ad templates, or design your own