What is Pay Per Click (PPC) – Tips to set up your PPC Campaign

PPC (Pay per Click), also known as CPC (Cost per Click) is one of the most popular search engine optimization technique which can bring you targeted traffic in short time. If PPC Campaigns are setup properly with related keywords, landing pages and proper bid for keywords; then it can create wonders to overall business traffic and sales for your website.

What is PPC and how it works?
PPC is internet based advertising model; in simple terms it shows the advertisement of publisher in search engines and other content farm websites. Suppose you are publisher and you want to setup your ad campaign, you need to create your Google advertise campaign, follow some process and spend some money which will make sure that your website appears on search engines and other website when certain keywords are searched. This was basic overview, now lets get in to this.

Google Ad word is the most popular brand in the PPC industry and it has following structure.

Google Ad words Account
↓
PPC Campaign
↓
Ad Groups
↓
Ad texts and headline

Basically, you can have one account setup in Google ad words. Under that you will have your different PPC Campaigns. Managing the Campaigns properly will give you benefits in understanding the structure of your account and money. Ideally, for promoting different business or different product/ service of same business, you should create different PPC Campaign.

Under PPC Campaign, you will have different ad Groups. There can be multiple Ad groups under each campaign to try out different variation, and see which one words for you. You can also target different parts of same product or service within different ad groups.

Under Ad groups, you will have Ad text. This is what is shown in search engines and content web sites. In each Ad text, you will have

Ad Headline
Description 1
Description 2
Display URL
Landing Page URL

This is details for one ad and like this you can have multiple ad text under same group. Based on keywords, Google will decide and put the best ad text in display.

Once you understand this, you need to understand the bidding system involved with PPC. For each keyword, you are not the only person or company who is bidding, there will multiple bids and Google will decide whether to display your ad, where to place, what will be the cost and many other things. It depends on your keywords, landing page and ad text content.

To summarize, this was basic details about PPC and PPC Campaign with its structure mentioned in the article. Make sure to read this article and online help of Google Ad words in detail before starting anything since this is real money and if not used properly, you may end losing money from your business.