PPC 101: The Ultimate PPC Crash Course for Beginners

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With billions of search queries made every day on Google, the Internet is the most cost-effective venue to advertise your business. However, with so much scope for companies to reach their target audience, there’s fierce competition too. In order to cut through the noise and stand out from competitors, many choose to employ digital marketing strategies such as search engine optimisation (SEO) and pay per click (PPC).

Digital marketing has become so prevalent over traditional advertising that the government has even published how-to articles for small to medium-sized businesses. It has simply changed the advertising game but if you don’t know how to play, you’ll never beat the competition.

If you’re new to the world of paid search, here’s a comprehensive beginner’s guide to PPC.

What is paid search marketing or pay per click?

Paid search is a digital marketing strategy where search engines such as Google allow businesses to show ads on their search engine results pages or SERPs. Paid search works on a pay per click model — you don’t pay until someone clicks on your ad. This makes it a more controllable and measurable marketing channel compared to traditional forms of advertising.

Shopping ads are shown above the organic search results.

What about Google Ads?

One of the PPC fundamentals that beginners are often confused about is Google Ads. Simply put, Google Ads is an extremely cost-effective way of driving relevant and qualified traffic to a website. Paid for by businesses, it’s a clever way of targeting ads to customers who are already searching for the type of products or services that a company offers. Advertisers bid on specific keywords so that their ads appear on the front page of Google’s SERP, eliminating the need for a website to organically work its way up the rankings.

Of course, you won’t be the only company using particular search terms and targeting adverts to a certain market. Your competitors can bid for the same keywords, which is why you have to outbid other businesses on the amount you’re willing to pay per click.

However, Google doesn’t automatically reward the highest bidders with the top ranking. The search engine also uses other factors to calculate your ad’s rank and determine how high your ad appears on the SERP. These factors include:

  1. Search context
  2. Quality of your ads and landing page
  3. Ad Rank thresholds (topic and nature of a search, device type and location)
  4. Ad extension and other ad formats (contact information or links to other pages on your website)

Explore the Benefits of PPC with Media Crew

Your digital marketing campaign should be an investment, not an expense. Now that you know the basics of paid search, it’s time to ensure you receive the best ROI on your advertising spend.

At Media Crew, we specialise in creating lead generating PPC management campaigns for small to medium businesses. We focus on highly targeted and qualified visitors, delivering quick and measurable results. We’ll keep an eye on developing campaigns to keep you at the top. As one of Australia’s leading full-service ad agencies, we are committed to helping your business thrive with strategies that work. We’ve done it for others, we can do it for you.

For more information and enquiries, contact us today.

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