PPC Snobs Blog

The Global Citizen's Guide to PPC Advertising

For changemakers looking to promote sustainability, peace & equity across the globe using digital advertising.

Frequently asked questions

How do we create ads that promote themes like minimalism, sustainability and cooperation?

Pay Per Click (PPC) advertising is the system used by many of the major search engines, social media channels, apps stores and content websites to show and monetize ads. 

These companies generate billions in revenue mostly through their PPC ad networks.

How PPC works in 3 simple steps: 

1. User sees an ad (on Google, Facebook or LinkedIn for example).

2. User clicks the ad (and is then led to the advertiser’s website directly).

3. Network gets paid by advertiser for the click

4. User buys something from advertiser (hopefully).

Pay per click often refers to the paid listings that you see on the search engine rankings page (SERP) on Google. 

Search engine optimization (SEO) generally refers to the free listings or featured snippets that also appear on the SERPs. 

PPC and SEO require completely different strategies and tactics in order to work. 

PPC and SEO each have their own separate advantages. 

SEO listings are free and receive the majority of clicks, but it usually takes longer to see results. 

PPC listings are quick to launch, highly measurable and super precise, but you can’t really argue with free.

PPC ads can be launched relatively quickly and enable even the tiniest startups to complete against global enterprises. Results are highly measurable and the entry costs are low compared to other marketing channels. 

PPC offers an environment for organizations to test messaging, segment audiences, and enter new markets with ease. Arguably, the best thing about PPC is that you can turn ads on and off as you need to.

The average cost per click (CPC) for PPC ads can range from just a few cents to +$150 for one click.

If you sell a high ticket product/service worth thousands, then expect to pay a higher CPC.

The key to PPC is paying the price that makes sense for your business model. If a $50 click drives $6k in sales, then is it too expensive?

Google earns over $100B in PPC revenue every year. Does this suggest ineffectiveness? 

Companies globally are using PPC every day to to generate leads and drive sales, recruit staff and find volunteers, attract fundraising and donors, and grow their organizations at positive ROI.

1. Offer a service/product through your website. 

2. Drive traffic to your website using PPC advertising. 

3. Turn your traffic into customers (with a great shopping experience).

Small businesses can benefit greatly from PPC marketing. 

PPC has relatively low startup costs, the results are easy to measure, and campaigns can be activated/deactivated almost immediately, offering a great solution to SMBs looking to stretch every penny.

The Google Ads Certification exists to show platform competency across Google’s ad properties: search, shopping, display, video, app, and measurement.

A PPC campaign can launch in as little as a few minutes. The real time investment goes into research, campaign setup, writing creative, and optimizing performance.

I have 8+ years of PPC advertising experience, having worked and consulted for some of the biggest global brands in the world. I’ve worked across many models, including e-commerce, lead generation, user acquisition, and omni-channel. I also run my own business that generates +$1M in revenue a year, and that I scaled using PPC.

The learning modules and resources in this blog are based on my experience as a PPC professional while working for some of the biggest brands in the world. Where this PPC blog differs is that it’s grounded in values promoted by UNESCO’s Sustainable Development Goals and backed by learning theories developed by UCL’s Institute of Education.

I don’t offer the same general PPC tips that you can find across the internet. My mission is to teach PPC in a way is that is practical, but also transformational.

I created this blog as a resource for organizations to learn how to use PPC. The information is proven and absolutely free to access. I also offer individual and group training.

Subscribe to the PPC Snobs blog. This grants you access to the learning modules, case studies, and partner resources.

My module-by-module approach to PPC is based on proven digital advertising expertise and grounded in the core principles of Global Citizenship Education (GCE) and UNESCO's Sustainable Development Goal 4.7:

"Ensure all learners acquire knowledge and skills needed to promote sustainable development, including among others through education for sustainable development and sustainable lifestyles, human rights, gender equality, promotion of a culture of peace and non-violence, global citizenship, and appreciation of cultural diversity and of culture’s contribution to sustainable development."

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More than 23M opportunities to spread wellbeing and sustainability throughout the world.

Module 1: Discovery

Module 2: Website

Module 3: Setup

Module 4: Optimize