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What is Pay per Click Advertising? Easy PPC Guide for Entrepreneurs


𝐃𝐫𝐢𝐯𝐞 𝐭𝐫𝐚𝐟𝐟𝐢𝐜 𝐭𝐨 𝐲𝐨𝐮𝐫 𝐬𝐢𝐭𝐞 𝐧𝐨𝐰 with a simple Pay-Per-Click Campaign. What is a PPC Campaign you might ask. It is Pay per Click model used by marketers to pay every time a user clicks on their ad.

It is a great way to increase sessions on your website. Some might say it is only used by one specific platform, but that is not true. You can use this model across multiple social media platforms.


Pay per click advertising is used to increase brand awareness, sales and leads. But it is not only that! With PPC Campaign you can do so much more! You have 𝐅𝐔𝐋𝐋 control over your ads budget and your target audience. You can add specific characteristics to your audience and laser target them!


What's more is, you can make any changes along the way, no matter if your ad is already running! Isn't that great? It is a great tool for Small Business Owners to start their ad campaigns!


There are several types of pay per click marketing. This method is used on a variety of social media platforms, hence there are main five categories of ad types.

  1. Search Ads - These ads are displayed on search engines like Google, Bing, Yahoo etc. These usually promote weblinks to your site.

  2. Display Ads - These ads are displayed on Google's partner websites in the form of pictures. The little images at the bottom of a website you see when you are surfing a website.

  3. Social Media Ads - These ads are primarily displayed on different social media networks. The "promoted" or "sponsored" posts you see in your feed on varies social media platforms.

  4. Instream Ads - These ads are video based and are displayed while you watch a video. Like Youtube, for example, shows instream ads while you watch a playlist.

  5. Remarketing Ads - These ads are just for your website. When a viewer looks around your website but doesn't make a purchase, you can specifically target them with your ads.

Now that you understand what PPC is, it also crucial to know how to measure the performance of your campaign. Was it successful? Do you need to tune you ad campaign for it to reach it's goal? Here are top nine metrics to look at after your pay per click advertising campaign.

  1. Clicks - How many times a unique user clicked your ad

  2. Cost per Click (CPC) - How much did you, as a marketer, pay per click

  3. Click through Rate (CTR) - How often your ad is clicked on after being seen

  4. Quality Score - How relevant your ad is in relation to keywords and landing page

  5. Impression Share - How often your ad is displayed for a keyword

  6. Conversion Rate - How frequently a click results in a sale

  7. Cost per Conversion - How much it costs to drive each paid conversion

  8. Total Conversion Value - How much on average an entire conversion is worth

  9. Return on Ads Spend (ROAS) - How much did you make or lose per dollar spent on advertising

Now that you understand what Pay Per Click Advertising is, here is my take it on it. Let's say you ran a ppc campaign, it was successful and you were happy with it. But what if, it wasn't successful? Does that mean PPC Marketing is not for your business? No! These campaigns are based on data and analytics. It is essential for a successful campaign to have the right data entered. You need to know your warm audience and how to effectively target them. So don't worry if it didn't go so well. You will try, fail and then succeed!

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