There’s a lot of noise on the Web.

Cutting through this noise is one of the hardest challenges in online business.

Dozens of marketing strategies and advertising tactics to help businesses thrive online. But, one method, in particular, has proven itself as more effective than all others: PPC marketing.

The following offers a crash course on pay-per-click marketing and how to begin using it for business.

What is PPC?

PPC, or pay-per-click, is a type of paid advertising on the Web.

With the PPC model:

  • An advertiser bid for ad placement on a publisher’s website or network
  • Advertisers pay only when an ad gets clicked (ie. pay per click)
  • Ads can include text, images, or a combination of both

Advertising on the Web dates back to the 1990s.

At the time, companies would pay for ad banners and pop-ups. As search engines grew in popularity, so came about search engine marketing. Today, there are hundreds of ad platforms and millions of competitors vying for attention through PPC advertising.

Pay-Per-Click Costs

The cost of a single PPC ad *click* gets determined two ways:

  • A flat rate determined by the publisher
  • A variable-rate determined by bidding

Website traffic and platform popularity are two underlying factors of PPC ads. An ad placed on a small website is often inexpensive. Compare this to larger sites that command higher pricing due to popularity and competition.

The other avenue, via bidding, is common on ad networks.

Google Ads is one of the largest advertising networks on the Web. This platform pits advertisers against another, bidding on PPC keywords and placement. It’s an open market where PPC ad pricing swings with market supply & demand.

Advertising on Google Ads (and most other major networks) has several sub-factors.

Specifically, the use of “quality scores” applied to both advertiser and publisher come into play. This score matches the two parties, ensuring the ad gets in front of those most likely to engage with it. 

PPC Campaigns

Suppose you’ve experimented with PPC advertising and it shows promise. That’s great!

Like any good ad campaign — you need a plan.

Forming a PPC campaign is the best way to organized efforts with the ad type. This will include everything from research to campaign data. If this sounds intimidating then don’t worry because you’ll understand it through trial.

There are three stages of a PPC campaign:

  • PPC ad development
  • PPC ad placement
  • PPC ad recap

Every PPC ad begins with in-depth keyword research. This keyword is associated with the ad within search engine marketing. So, you’ll want to select keywords that are relevant to your products and services. The ad’s web copy reflects the intent and keyword for the PPC ad. This is where clever use of SEO strategies and insights can help.

The next phase is placing the ads on sites or networks. This involves creating an advertiser account. From within the platform, you can create/upload PPC ads. Upon funding and approval, the ads begin running on the site/network.

Finally, collecting data and making improvements is vital to PPC success. This extra step refines keyword selection, bidding, and ad copy. All of these keep costs affordable as campaigns grow. It also eliminates low-performing ads so quality scores stay high.

Tread Lightly With PPC Advertising

PPC marketing is a wonderful way to cut through the noise.


PPC campaigns can get out of control if you’re not attentive and in control. An ill selection of keywords and bidding costs a ton of money if you don’t know what you’re doing. There are safeguards but it’s still a shock seeing budgets run dry without an ROI.

We’re here for you.

Our team is the experts at pay-per-click advertising. With our help, we’ll educate and collaborate on your PPC campaigns. Before long your businesses will have the full benefits of paid advertising.

Ready to get started? Let’s talk! Give us a call (214.207.7846) or drop us a line.