Pay Per Click

PPC Course Training

If you're curious to learn more about PPC marketing, or you've already decided that it's a great way to market your business but aren't sure where to start, then you've come to the right place. This is my first lesson in PPC University. We'll walk you through all the data and skillset information you need so you can make PPC work for your business.

PPC Course

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Get started with PPC

Do you have an active Google Ads account? We recommend taking the Free Google Ads Performance Grader to help you improve your account performance. You'll receive a personalized report with grades in 9 critical areas including click-through rate, Quality Score, and account activity — all in about 60 seconds.

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    What is PPC?

    PPC stands for pay-per-click, meaning a model of digital advertising where the advertiser pays each time one of their ads is clicked. In some cases, you'll be paying a flat rate each time your ad is viewed, while in other cases you'll be entering into an auction-style process with bids set in real-time. PPC ads can come in many shapes and sizes, including text, images, videos, or a combination of all three. They can sometimes appear on search engines or social media platforms, but always remember that the platform hosts might charge advertisers for this placement. Search engine advertising is a form of paid search that occurs when advertisers bid for the placement of their ads on Google Search. This provision allows them to show relevant ads which might not otherwise be available.

    How does PPC advertising work?

    The PPC advertising process varies depending on what platform you're using. In this particular scenario, the steps are as follows:
    - choose your campaign type based on your objective
    - refine your settings and targeting (audiences, devices, locations, schedule, etc.)
    - provide your budget and bidding strategy.
    - input the destination URL (landing page to advertise)
    When you create a campaign with us, we'll give you the freedom to allocate your budget as well as your bid. This is done algorithmically based on the quality and relevance of your ad. Higher bids result in higher ad positions, but you don't pay more than what it costs to get a user's attention.

    What is Google Ads?

    Google ads (also known as Google Adwords) is the largest PPC advertising platform in the world. With Google Ads, businesses can create ads that are selected to appear on Google's search engine and other properties. Every time a searcher uses Google, they select from a pool of winners to find what they want.

    How PPC works in Google Ads

    When advertisers create an ad, they select a keyword that they want it to appear for, and set a price per click (CPC) bid on that keyword. So if you want to advertise your "pet adoption" service, you might enter the word in the advertisement creation form and put in a $1 CPC bid. If your ad qualifies for a specific search term, it will be ranked against other ads to determine which ads will be displayed when people do that search. Google uses a set of formulas and an auction-style process to decide which ads will get chosen for any one search. If your ad is entered into the auction, it will first give you a Quality Score from one to 10 based on its relevance to the keyword, traffic potential, and landing page quality. The Google Ads auction is a process that multiplies your Quality Score by your maximum bid to determine the Ad Rank. This score will determine which ads are shown, and which ones come first. If a business has a lower budget, this system allows them to reach customers at a price that's affordable for their budget.

    How to do PPC with Google Ads?

    PPC marketing through Google Ads is a fantastic way to stay visible, get more clicks on your ads, and generate revenue. This can be especially helpful if you're a company that offers products or services related to SERPS, SEO, or digital marketing because it allows you to reach potential buyers in their natural search for solutions. There are many factors that determine how successful your PPC campaign will be, but here are some tips to help you get started:

    • Bid on relevant keywords
    • Create relevant PPC keyword groups and proper ad text.
    • Optimise your Quality Score by focusing on landing-page quality and improving your Quality Score.
    • Use enticing ad copy and eye-catching creatives to capture attention.

    How to do effective PPC keyword research

    Keyword research for PPC can be tough, and amateurs might even waste a lot of time for nothing. That's why it's important to always grow and refine your keyword list to ensure that you're targeting all the best search queries. If you only do one round of keyword research when you first start out on PPC, it'll probably make you miss out on thousands of keywords that could be driving traffic to your site instead.


    Of course, you don’t want to pay for clicks that won't convert. That means the keywords you bid on should be closely related to your business and its offerings.


    If you only focus on popular and high-frequency search phrases then your account will cost more than it needs to be. You'll want to do keyword research for less popular terms too and see what converts the best at a lower cost. After enough time, the long-tail keywords will add up and outrank those cheaper higher frequency terms in Google's search results. These will generate more traffic at a lower cost and help you rank better in Google's SERPs.


    Optimising a PPC campaign requires looking for opportunities to refine and improve it continuously with every new keyword addition or change of strategy. Using an account management tool like Affiliate, makes analysis much easier by giving you easy access to all the information necessary to make smart decisions on strategy changes all in one place.

    Managing your PPC campaigns

    For your new campaign to be successful, it's important that you maintain it regularly. In fact, one of the best predictors for account success is regular account activity. You should continually analyse the performance of your account and make adjustments to optimise your campaigns. The following are some adjustments you could make:

    Continuously add PPC keywords:

    You can improve the reach of your campaigns by adding keywords that are specific to your industry.

    Add negative keywords:

    To make sure you're spending on high-converting terms, add non-relevant words as negative keywords.

    Review costly PPC keywords:

    If you're running expensive, underperforming ads, review them and turn them off if necessary.

    Refine landing pages:

    Modify content and CTA's to align with individual search queries for better conversion rates. Don't send all traffic to the same page.

    Split ad groups:

    Increasing CTR and quality score by splitting up large ad groups into smaller ones that are more relevant will allow you to create more targeted ads and landing pages which will increase your clicks.