The PPC Snobs Playbook

Module 2.1: Frequently Asked Questions

Ask and you shall receive. What you need to know about pay-per-click (PPC) advertising.

Table of Contents

1. What is PPC advertising. What is it used for?

Pay-per-click (PPC) is an advertising model where websites and apps show ads on behalf of advertisers. The website/app gets paid whenever their user clicks on an ad. The user is generally routed to the advertiser’s website or profile page, where they are prompted to make a purchase of a service or product. 

PPC is the ad system used by many of the major search engines, social media channels, apps stores and content websites. PPC generates billions in annual revenue for internet giants Google, Facebook, LinkedIn and Amazon.

2. How does PPC work?

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.

3. 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.

4. 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 in selling service and product. 

Results are highly measurable and the entry costs are low compared to other marketing channels. 

PPC also offers an environment for organizations to A/B test messaging with new audiences, as well as enter new markets easily. 

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, Amazon +10B (and rapidly growing). Does this type of revenue 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.

5. 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. 

Often, you can get a feeling for the average ticket price of a product/service depending on the CPC, as well as its competitiveness.

6. 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.

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

Small businesses, amateurs, nonprofits, schools, creators…virtually anyone can benefit 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 even 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. YouTube has become massive for showcasing and monetizing creator talent. 

8. 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. 

There are also other certifications such as Microsoft Ads, Meta Blueprint, Hubspot, SEM Rush. The big PPC platforms and softwares usually offer some type of certification to show competency on their platform as well. 

Please remember one thing, just because someone has a driver’s license doesn’t make them a professional driver, or even a good one for that matter.

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

Technically, a PPC campaign can be launched in as little as a few hours. The real time investment (if you want to do PPC the right way) goes into conducting research, developing content, and setting up infrastructure.

10. How can I learn more about PPC advertising?

I developed 3 module approach to PPC: discover, setup and optimize. Have a look at my training guide to see the skills that regularly comes up in the PPC profession. Also, sign up for my free email newsletter.

The PPC Snobs Playbook

Module 1: Startup

The building blocks of PPC advertising

1.1 Models

1.3 Platforms

1.4 Training

1.5 Hiring