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					PPC – pay per click
The revolution of the online advertising industry

       PPC is an online advertising system. Advertisers pay for users to click on their advert.
       Referred to as paid search.
       The ads are located on the top of the search results and on the top right hand side.

Why does PPC advertising work?
When ads, these days, in general, don’t

Read this.

How it works
PPC is keyword based

       Advertisers target keywords / phrases for which they want their ads to appear
       Major search engines have their own PPC advertising platforms - Google: Adwords

The advertiser’s role
    The advertiser creates the advert
    Decides on the keywords to target
    Chooses the maximum amount they are willing to spend per ad

The search engine’s role
    Ensures ad is compliant with rules & regulations
    Displays ad for relevant search
    Determines where the ad ranks based on the advertisers maximum bid. Relevance of the ad also comes in to
       play when ranking the ad


You can display your ads on search engines or content networks or both.

Content Network:

    1. Is a website that displays PPC ads
    2. Generally costs are lower, but conversion rates are lower too
    3. Adverts on content networks will correlate with the content of that website / blog

Structure of the ad

1 line of advert copy
1 line of advert copy
This can be displayed on one line

The URL:
Where are you sending me?

The URL that displays is referred to as a vanity URL. It will send the user to a web page specific to their search. This is
called deep linking.

Tips for writing ads

    1. Include keywords in your ad text to show users that your ad relates to their search

    2. Create simple, enticing ads. Be sure to describe any unique features or promotions

    3. Use a strong call-to-action

    4. Write an appropriate destination URL


There is specific protocol for ads per PPC platform. Learn them.

An example of a rule: Heading may not be longer than 25 characters.


Each search engine requires the advertiser to enter the keywords for which their advert should appear.

Google Adwords Match types: When will your advert appear

       Broad
       Phrase
       Exact
       Negative

Depending on the match type, your advert can appear for more or less keywords.

Geo-targeting and language

You can choose the location and language for which you want your ads to appear. This means you won’t pay for
unwanted traffic.

Bidding and ranking

Also referred to as maximum CPC / max CPC


The search engine runs an auction to determine where the advert is placed. This auction is called General Second
Price (GSP). Bidders do not know what other bids have been placed.
- Advertisers will pay the bid of the advertiser below him
- Plus a standard increment typically $0.01 per click on their advert


Search engines need to ensure that the adverts are relevant to the user. This is known as a Quality Score.

Quality score:

(Some factors taken into account by the search engines)

    1.   Relevance of the advertisers keyword to the search
    2.   Relevance of the copy to the search
    3.   Relevance of the landing page
    4.   Historic CTR of the ad

Studies show that adverts nearer to the top of the page perform better. Many people click on the top advert
believing it to be the top organic search result.


You need to determine the objectives of your PPC campaign.

Objectives can be:

        Making a booking
        Getting more social followers
        Signing up to a newsletter
        Downloading a whitepaper
        Filling in a form
        Making an enquiry
        Buying a product

As the advertiser, you need to track how many users are following through to that goal. This is called a conversion.
As the advertiser, you also need to know the value of each conversion.


You can set up daily, weekly or monthly budgets. Once your budget is reached your adverts are paused.

You can decide to bid for placement on SERPS. Or, you can bid based on the maximum you are willing to spend on an

You can only bid for adverts during certain times of the day, this is known as scheduling.

Planning a campaign

        Do your research
        Define your objectives
        Determine how much you are willing to spend
        Determine your targeted keywords / phrases
        Write the advert – compelling works
        Place your bids – this can be tweaked over time
       Analyse results – conversions, value, ROI etc

Landing pages
The page that the user reaches by clicking on your advert is called the landing page.

Campaigns that convert will make sure that the landing page is relevant to the users search.

Relevant landing pages also positively influence your Quality Score with the search engines.

Dynamic landing pages can be created with a simple script that will allow for a landing page to be created for every
keyword in the PPC campaign.

Tools of the trade

All these tools should serve as guidelines only. Data should be tested with your campaign to determine what works
best for you.

    1. adwords.google.com/select/KeywordToolExternal
    2. www.keyworddiscovery.com/search.html
    3. tools.seobook.com/keyword-list/generator.php

PPC advertising, SEO (search engine optimisation) and social media marketing should go hand in hand, to create an
effective SEM (search engine marketing) strategy.

Good luck, you can do it, do the Hoocachaka baby

~ Tamara