A Beginner’s Guide to Pay Per Click (PPC)

Pay-Per-Click is an online advertising payment model in which payment is based solely on qualifying click-through rates.

It is also known as PPC.

Pay Per Click Basics

PPC ProcessCreate Relevant Keywords & Ad-

Groups

Test Ads &

Keywords

Use Reporting Tools to

Measure Results

Refine Campaign & Keep What

Works

PPC Management

Process

PPC Terminology

SPONSORED SEARCH

• Display Ads in Sponsored Search Results• At the Top, Side and bottom of search

results

CONTENT PLACEMENT TARGETING

• It displays ads when relevant search queries are made with the help of Keywords

AD TEXT• It consists of marketing message displayed to

prospective customers. • An ad contains a title, description, and URL.

LANDING PAGE

•The page on a web site where one is taken after clicking on a advertisement.•It is often a page designed to expand on the service or product mentioned in the initial advertisement.

PPC Terminology

CAMPAIGN

• A campaign contains one or more ad groups sharing the same budget, schedule and geo-targeting criteria.

• A campaign is typically created to support a particular marketing goal.

KEYWORD

• A word or phrase that relates to the products or services you wish to advertise. • E.g. When prospective customers are

looking for information related to what you sell, and they type your keywords into a search box, your ads may be displayed.

CONVERSIONS

• The completion of an action that you value, such as a purchase, registration, or sign-up.

PPC Terminology

•The number of clicks received divided by the number of impressions generated. •Example: An ad that is displayed 100 times and receives 10 clicks has a click-through rate of 10%.

AVE CPC•It stands for Average Cost per Click. •The average price you pay each time your ad was clicked.

IMPRESSIONS

•The number of times an ad is displayed in search results or on sites.

• Separate keywords into different Ad groups by similar core words.

• Ads should be highly relevant to searched term.

• Landing Pages should be highly relevant to Ad clicked.

• Be more specific using "negative keyword matching" or other match options besides "broad matching."

Key Factors of PPC Campaign

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