Introduction to PPC

05.05.2017 |

Episode #1 of the course The fundamentals of PPC by Jessie Leong


Hello, and welcome to the course!

Over the next ten days, you’ll learn why PPC (or pay-per-click) should be have a place in your marketing strategy and how different areas of PPC can fit in with your objectives. The course will offer tips for writing top ad copy, the importance of landing pages, and ways to optimize for success, so once you’ve finished the course, you’ll be able to elevate your business goals with PPC.

But before we do that, we need to understand what PPC is and why it’s such a powerful tool in marketing.

PPC refers to a digital marketing model in which advertisers pay each time someone clicks on their ads (cost-per-click, or CPC), or less commonly, when your ad is displayed (cost-per-impression, or CPM). One of the most popular forms of PPC is search engine advertising. Advertisers can bid to appear at the top of the search results page when someone’s search queries include a keyword related to their business service or product.

Social media networks like Facebook, Twitter, and LinkedIn have since jumped on the bandwagon too. Advertising with them allows your ads to appear on someone’s news feed or timeline. In fact, you’ve probably seen these ads on your feeds.

During this course, we’ll be sharing tips that can be utilized on whatever platform you choose. But we will be focusing largely on search engine marketing and Google AdWords, since that’s often the first experience marketers have with PPC, and its versatility means it is ideal for most businesses and business goals.

How does search engine advertising work? Advertisers bid on keywords relevant to their business or product offering in order for clickable ads to appear in Google or Bing’s search results pages. Let’s say you sell running trainers; you can choose to bid on the term “running trainers” so that when someone searches for “buy running trainers online,” there’s a chance your ad will appear on the results page. Your position on the search results page depends on how much you’re willing to pay for each click (your maximum cost-per-click, or CPC) and the maximum CPC of the competitor in the position below you. You only ever have to pay 1p more than that competitor to retain your position in that auction.

But why does your business need PPC? PPC adds another dimension to your digital marketing strategy, and it’s the perfect complement to your organic marketing efforts. The reasons why you’ll want to implement PPC for your business depend somewhat on your objectives and aims (we’ll talk about this in more depth in tomorrow’s lesson), but here’s a few reasons why PPC should be at the forefront of your mind:

Reach people at the right time: With search engine advertising on the likes of Google or Bing, you can capture potential customers when they’re searching for your product or service. These people usually have a higher intent to buy, so they’re more likely to click your ad to your website. As we’ve just mentioned, you can now reach potential customers when they’re browsing social media, too.

You only pay when someone clicks on your ad: Unlike offline advertising where it can be difficult to measure engagement, PPC allows you to see quickly how your audience is engaging with your ads.

PPC works for all kinds of budgets: There’s no fixed fee when it comes to PPC; you can choose the maximum you’re willing to pay per click with a budget that suits the size of your business. It doesn’t matter if you’re working for a global company or you’re a one man show, PPC can still work for you.

See results quickly: Unlike organic search marketing, PPC results can show very quickly, which means you can measure your ROI quickly too.

PPC can offer insights into your wider marketing efforts: Data gathered from your PPC campaigns can tell you a great deal about the people engaging with your ads. Depending on what platform you choose, you’ll be able to see data on demographics, other interests your audience has, where they are based, and what device they use to browse your website. Not only can these insights help you to grow your PPC campaigns, but they’re also incredibly useful for aiding your wider marketing efforts.

Now that you’ve had a taste of why PPC can help you, in tomorrow’s lesson we’ll look at identifying your business goals and target audience.

See you then!


Recommended book

DotCom Secrets: The Underground Playbook for Growing Your Company Online by Russell Brunson, Dan Kennedy


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