The PPC Snobs Playbook
Ask and you shall receive. What you need to know about pay-per-click (PPC) advertising.
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.
How PPC works in 3 simple steps:
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.
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.
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.
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.
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.
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.
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.
The PPC Snobs Playbook
Module 1: Startup
The building blocks of PPC advertising