PPC Ads 101: A Beginner’s Guide

If you are new to marketing, we are pretty sure you need to understand the world of paid advertising. Even though around 45 percent of businesses use PPC advertising, the question still persists: what are PPC ads? 

If you have found yourself struggling to understand and benefit from this pay per click advertisement, this article is for you. We break down what PPC ads are all about and how you can use them to its optimum level. Let’s get started!

What Are PPC Ads?

This Search Engine Marketing method is also called pay per click. Under this model, you will get paid by the advertisers only if someone clicks their ad on your website. 

It might sound a little scary, but if you manage to build a pleasant user journey, you can get a great return on investment. 

Ever heard of PPC ads on Google or PPC ads on Amazon? Well, these are different platforms that PPC advertising takes on. One of the most popular platforms for PPC ads is SERPs, such as Bing or Google. For instance, the PPC ads on Google can be seen right before the original search result. 

PPC ads, PPC, Google ads, ads, digital marketing

Why Is PPC Advertising Great? 

Yes, you can reach and grow organically through smart SEO and creative content. However, that could take a lot of time. Moreover, there’s no guarantee you will reach your target audience through this. 

Placing keywords strategically throughout your article and strengthening your keyword is great. But, since digital marketing has grown faster than ever before, competition has increased significantly as well. And, if you don’t have domain authority, forget about a top SEO ranking. Almost all digital businesses now use PPC ads that organic search results don’t even show until the end of the search page. 

However, we are not asking you to bitch your SEO strategies. Utilize both PPC ads and SEO to further expand your business. 

We believe that using PPC advertising responsibly will help you reach your target audience much easier than choosing just the traditional digital marketing strategy. And since your ads will be shown to people who are more likely to engage with it, the possibility of conversion is much higher. Even if a click doesn’t convert, your brand awareness is still improving. 

PPC Ads Essential Terms

If you want to ace digital marketing, you need to know and understand the lingo of the business. There are various jargon and acronyms that you need to familiarise yourself with. Here are some of the PPC ads terms that you need to know. 

SEM / Search Engine Marketing

Any form of digital marketing is called Search Engine Marketing, or SEM for short. The main objective of any digital marketing campaign is to get a higher ranking on a search engine, which ensures your visibility amongst thousands of brands. PPC ads Google is one such SEM. SEM also consists of SEO strategies. While SEO strategies are usually limited to SEMs, PPC ads can be done on social media platforms as well, such as PPC ads Amazon and Facebook Ads. 

CPC / PPC Ads

Also called Cost per click. The final amount that your advertiser will pay you for the placement of the ad is called cost per click. Hence, CPC/PPC ads determine the placement of your ad. Naturally, the higher your bid is, the better your ad placement will be. Your CPC should be the maximum amount of money that you would want to invest in your PPC ads. 

Ad Rank

Your ad rank is the ranking of your ad based on its quality. The higher the rank, the better position your ad will receive, which means that more people will be able to see your ad. 

Quality Score

The quality score for your PPC ads is the score that SERPs give your ads. This score is determined through the click-through rate, which depends on your landing page quality, high-quality relevant keywords, and your SERP performance history. 

Maximum Bid

The definition is in the name. What is the maximum amount you would invent on your PPC ads? That’s your maximum bid. 

You also have the option to manually set your cost per click. This will allow you to set your maximum bid easily. If you set it to enhanced, search engines will allow you to modify your maximum bid as per your goal. 

CPC / PPC ads have many things in common, yet they are slightly different. CPC is a term used for the final amount you invest in your ad per click. PPC is a digital marketing model where you pay per advertisement. 

CPM

Cost Per Mille or cost per thousand refers to the total cost for one thousand impressions of your ads. This is usually used in display ads and paid social. Like CPM, there are cost per acquisition, cost per engagement, and other kinds of cost pers. – Read more