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Pay Per Click Advertising Explained

Pay Per Click Advertising Explained
What is PPC

One question I see over and over is what is PPC? Pay Per Click advertising is a great way to promote your website and drive traffic to your site. If your site is selling a product, then PPC will boost your sales or referrals. So here is pay per click advertising explained.


Pay Per Click Advertising Explained

By definition, PPC (Pay Per Click) is a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it is a way of buying visits to your site, rather than attempting to “earn” those visits organically. Search engine advertising is one of the most popular forms of PPC.


Now What

Two of the most popular search engines are Google and Bing Ads. So I will talk about these two search engines and how to establish a PPC campaign. The first thing you need to do is set an advertising budget. How much are you willing to spend per campaign or per month for advertising your site. Not everyone can afford to run PPC campaigns, and in those cases, there is nothing wrong with concentrating on organic rankings with the search engines. But if you can afford $50-$100 minimum to a PPC campaign then that is great! If you can afford more, then fantastic!

Bing Ads

Bing Ads are my favorite. The downside to Bing is they only service about a quarter of the customers on the internet. Bing and Yahoo combined many years ago so when you advertise on Bing your also advertising on Yahoo. Even though Bing and Yahoo only serve a quarter of the customers who use search engines, we are still talking about a multi-billion customer base. In other words, you will still be reaching a huge audience.

Pay Per Click AdvertisingThe advantage of Bing Ads is they have fewer restrictions than Google Ads. Yes, Google has a larger audience, but your campaigns will be more restricted. Bing Ads has one significant advantage; you can create web pages dedicated to selling/sign ups or whatever your site goal. In other words, you can create a page that you can hide from Google search engines because it will not conform to the strict algorithms Google requires to rank the page. These are pages you don’t want Google to rank therefore if they can’t see the page the better.

On these pages, you can place as many links as you want to gain sales/sign ups. As you know, Google does not like pages with multiple links directing customers to a sales page. Google will penalize you with poor ranking if they think you are just trying to sell a product with insufficient quality content. With this form of PPC, you can create an advertisement where the link will lead the customer to a page created specifically to sell them a product or get them to sign up. You could never get away with this type of advertising with Google so please never try.

Here is a detailed video of how to set up a Bing Ad campaign step by step.

Bing Ads Training Video

PPC Introductory Video

Google Ads

As stated above, Google campaigns are much more restrictive and must follow stringent rules. But because of the size of the audience, it is worth running some PPC campaign in Google along with your Bing Ads. If you can only afford to run a PPC campaign with one search engine, I would recommend Bing Ads for the reasons I explained above.

Here is a detailed video on how to set up a Google Ad campaign step by step.

How to Create Google PPC campaign

Maximizing your Returns

Once you run a few PPC campaigns, you need to then concentrate on getting the most bang Pay Per Click Advertising Explainedfor your buck. Don’t get frustrated during this process. Some campaigns will perform well, and some will be horrible. But to attain success in PPC, you have to go through the process of trial and error. Over time you will be able to streamline your campaign to the effective methods for your site and be able to spend your money wisely. My advice is to start out with a small budget for each campaign until you gain experience in what works and what doesn’t work for you. Also, remember, what works for one person may not work for you. Advertising is a very fickle, but once you unlock the doorway, the benefits will be worth the process.


PPC campaigns will be a critical aspect to the success of your site. If done effectively, you will maximize the returns on your investment. Once you learn how to optimize the return on your advertising investment, you can adjust your PPC budget and make it a part of your daily, weekly or monthly maintenance of your website.


Other must read articles:

How to Write Good Content for your Website

What is SEO Optimization

Learning the Ropes to Online Success

How to Optimize your Images for SEO

Stay Patient and Trust your Journey

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10 Comments on “Pay Per Click Advertising Explained

  1. Pay per click is one of the most effective ways to get traffic to your site. I like this strategy because as long as there is available budget, you are always on the first page. However, the downside side of it is that it is very expensive. You can run out of your budget within a split of a second. My personal opinion is that if you want quick traffic to your site, your best bet is pay per click.

    1. I agree with you Emeolu, PPC is one of the most effective ways of driving traffic to your site.  The other plus is you only need $25-$50 to have a decent campaign.  

  2. Wow I learned so much in this short article about ppc marketing. Didn’t know anything about it and now I feel like I have a working knowledge of it to where I can really implement it, thanks so much LD for giving me a leg up on this topic. Really helpful man, thanks again!

    1. Your welcome Nick. I tried to keep it short and simple so readers can develop a general knowledge of what PPC is and how it can boost your web traffic and sales. It is very effective once you master how to manage your campaigns.

  3. This was an excellent overview of PPC advertising and how it works. I don’t have very much experience with PPC and have only ever tried Bing ads. I found that Bing was very easy to use. Of course, the key is having an advertising budget to work with. It seems like there is more of a learning curve with Google ads. I look forward to being able to include PPC into my regular marketing plan.

    1. Hi Eartha,

      Yes, Bing is easier and less restrictive than Google. I have had good success with Bing Ads so I have only limited ads with Google. Bing has been a good bang for my buck. But the main thing with any ad campaign is evaluating your ads and tweaking them to get maximum cost effectiveness. 

      Just keep in mind, you can start out with a $25 campaign and increase your advertising dollars as your site income increases.

  4. Hiya, I think the proof of PPC power is shown in the fact that it’s covered un the final sections of most affiliate marketing training courses.

    The trouble with PPC is that you still have to be very creative with both keyword and the 2 line description area of the Google PPC system.

    I think PPC is changing the way people use Google – they’re no longer just looking at the top 5 -6 items on a search page because it’s becoming common knowledge that they are now ads mostly. I see lots of people using their PCs and have asked them about this and that’s what they’ve said – too many ads on search engines so people now scroll down a great deal further.

    Just a thought in the mix.

    Got to admin….your site here is very impressive – who-ever taught you and your folks is really good.

    All the very best from the UK


    1. Hello Andre,

      I agree with your assessment, and that is one of the reasons I stay away from google and spend most of my PPC dollars on Bing Ads. You still have the same issue of folks knowing the top sites are ads. But I have had so much success; I feel it is still a very viable way to create traffic and sales on your website. It takes time and adjustments with your campaigns, but that is expected when you are first starting out. You will probably lose some money in the beginning, but that is why you start out with a minimal budget until you gain confidence in your campaign.

      Thank you so much for your positive feedback about my website. It feels good to know that my site is forming into a good place for sharing knowledge and helping others.

      LD Johnson

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