What is PPC advertising. What is it used for?

Pay-per-click (PPC) is an advertising model where websites/apps show ads on behalf of advertisers, and then the website/app gets paid whenever a user clicks on an ad. PPC is the ad system used by many of the major search engines, social media channels, apps stores and content websites, and generates billions in annual revenue for internet giants Google, Facebook, LinkedIn and Amazon.

How PPC works in 3 simple steps: (1) User sees a PPC ad on their favorite network (Google, YouTube, LinkedIn, etc…). (2) User clicks on the PPC ad and is routed to the advertiser’s website. (3) PPC Network gets paid by the advertiser.

What's the difference between PPC and SEO?

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

What are the advantages to PPC? How effective is PPC?

PPC ads can be launched relatively quickly and enable even the tiniest startups to compete 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. Google earns over +$250B in PPC revenue every year. Facebook +80B. Does this suggest ineffectiveness? Companies globally are using PPC to generate leads, drive sales, recruit staff, find volunteers, attract fundraising and donors, and expand their brands globally.

Is PPC Expensive? How much does PPC Cost?

The average cost per click (CPC) for PPC ads can range from just a few cents to +$150 per click. If you sell a high ticket product/service worth thousands or millions, then expect to pay a higher CPC.

How do I make money from PPC ads?

(1) Offer a service/product through your website. (2) Drive traffic to your website using PPC advertising. (3) Turn your traffic into customers by offering them a great online shopping experience.

Does PPC work for SMBs and nonprofits? What about musicians and other artists?

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. Nonprofits can apply for up to $10,000/month in free Google Ad Spend. Musicians and artists can especially benefit from PPC advertising. There are billions of people to reach via paid search, social and video promotion.

What is a Google Ads Certification?

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

How long does it take to set up a PPC campaign?

Technically, a PPC campaign can be launched in as little as a few minutes. The real time investment goes into conducting research, developing content, and setting up tracking.

How can I learn more about PPC advertising

We created a 3-module approach to learning PPC: discovery, setup and optimization. Have a look through our modules to learn more. Also check out our training guide to see the skills required throughout a PPC career. Lastly, sign up for our free PPC Snobs newsletter, where we'll send you bite-sized PPC lessons and tips.

Module 1: Startup

The building blocks of PPC advertising

1.1 Models

1.2 FAQs

1.3 Platforms

1.4 Training

1.5 Hiring

Modules