A beginner’s guide to PPC
Welcome to our beginner’s guide to pay per click advertising (PPC), developed by Vertical Leap’s PPC experts and our own team of professional brand journalists.
This whitepaper has been designed to give you an overview of what exactly PPC is and what it can do for your online marketing strategy. It will also detail how you can effectively implement a successful and profitable PPC campaign as well as some hazards people have come across in the past…
Here’s a short synopsis:
PPC: A definition
PPC stands for pay per click and is often referred to as paid search. PPC is the method of paying an advertising vendor to show an ad on one of their domains with the intention of attracting web users to your website.
PPC is broken down into two main types:
- search based text ads
- contextual / placement based image and text ads
Search based ads appear on search engine results pages alongside the organic search listings, whereas ontextual ads appear as “banner adverts” running within a web page.
How to implement a PPC strategy
Google AdWords accounts for 92 per cent of all UK search traffic (Experian Hitwise, July 13, 2011), and is currently the largest platform for businesses using organic and paid search.
The first step in having your ads appear in the Google search results is to open an AdWords account.
Setting up an account is easy, simply search for AdWords in Google, then click the link. Getting an account should take no more than two minutes but building an effective account takes longer. More on pitfalls and how to avoid them will be covered later on in the paper.
Download the full whitepaper!