Pay-Per-Click Advertising for Beginners

Are you new to the world of digital marketing?  Are you confused with lots of esoteric terms, such as SERPS, PPC, and CPS?

It may seem confusing but you can learn the basics with some perseverance.

What is Google Ads?

Google Ads is a bid-based advertising platform that includes search engine ads, video ads, banner ads, YouTube ads and other options.  Google Ads appear across Google search results and other Google partners.

Google Ads is the largest digital ad publisher, accounting for 28% of all ad revenue.

If you want some expert help in pay-per-click marketing, contact, an established digital marketing company.

What is Pay-Per-Click Advertising?

PPC, or pay-per-click is a form of online advertising in which you pay a fee each time someone clicks on your ad.

They show up on SERPs (Search Engine Results Page).  You’ve seen these every time you search for a word or term.  If someone clicks on your ad, you pay a fee.  The trick is to convert those clicks to paying customers.

Bidding Options

Since Google Ads is bid-based, you submit how much you are willing to pay or your “maximum bid” for a click, or view, or other action defined.

A cost-per-click bid means you pay when a user clicks on your ad.

A cost-per-mille (CPM) bid,  is the price you pay for 1,000 impressions.  An impression occurs when a user sees an advertisement.

A cost-per-engagement bid means you pay when a user performs a specific action on your ad.  For example, they watch a video or sign up for a list.

Types of Ads

Google Ads offers you choices of different types of ads.  You can select:

  • Responsive Search Ads – these are text-based ads displayed on Search Engine Results Page (SERP).
  • Discovery Ads – these appear when a user is researching a product or watching product reviews.
  • YouTube Ads- these ads play before watching a video or during it.
  • Display Ads – these ads are images or videos that appear across millions of websites worldwide.
  • Shopping Ads – these ads use your product catalogue to display ads across Google Search and Display networks.
  • App Ads – these ads prompt users to download your IOS or Android app.
  • Smart Campaigns – Every campaign can be a Smart campaign.  Google Ads provides AI-based tools to help you define your advertising objectives.  These are great for someone just getting started.

There’s more to know, but for now, you should feel more comfortable with the basics of Google marketing.