Petra Smith

2 years ago · 1 min. reading time · 0 ·

Petra blog
The beginner’s guide to pay per click advertising

The beginner’s guide to pay per click advertising


Pay per click (PPC) is a paid advertising tactic where the advertiser pays a publisher for every click on an ad.

PPC includes a variety of text, rich-media or social media ads – some displayed on search networks, such as the Google and display network, such as YouTube or Gmail. With search networks, advertisers typically bid on keyword phrases relevant to their target market. In contrast, content sites usually charge a fixed price per click rather than use a bidding system.

“Banner” ads, also known as PPC “display” advertisements are shown on web sites with related content that have agreed to show ads and are typically not pay-per-click advertising.

PPC has an advantage over cost per impression in that it conveys information about the ad’s effectiveness. Cost per click is calculated by dividing the cost of a paid advertising campaign by the number of clicks using the following formula: Cost per click = Advertising cost / number of clicks.

Here are a few aspects to consider when you are just getting started:

  • Set clear goals and measurable objectives

  • Define your budget and start small

  • Focus on displaying your ads where your target audience is likely to frequently visit

  • Compare your cost per click to revenue generated

  • Focus on metrics that are impacting your bottom line

  • Perform a detailed keyword research before setting up your ads

  • Experiment with different long-tail keywords

  • Design your ads to attract the right audience

  • Set up A/B testing

  • Be aware of negative keywords


Articles from Petra Smith

View blog
2 years ago · 2 min. reading time

Social listening is the process of monitoring online conversations about a particular brand, person ...

2 years ago · 2 min. reading time

I learn from my kids every day. They teach me to look at things from a different perspective from ev ...

2 years ago · 2 min. reading time

It’s business as unusual for a majority of businesses, big or small. Brands are having to think and ...

You may be interested in these jobs

  • Noir Consulting

    .NET Developer

    Found in: beBee S2 UK - 2 days ago

    Noir Consulting Coventry Full time

    NET Developer - Social Messaging Platform - Coventry · (Tech stack: · .NET Developer, .NET 7, C#, Web API 2, Entity Framework, Microservices, Azure, Programmer, Full Stack Engineer, Architect, .NET Developer) · In 2012 our client launched a social messaging platform that has been ...

  • Delta Power Equipment

    az truck driver

    Found in: Jooble GB - 3 days ago

    Delta Power Equipment Winchester, Hampshire

    EMPLOYER: Delta Power EquipmentJOB DESCRIPTION: · AZ TRUCK DRIVER · Location: Winchester, ON · Type: Fulltime, Permanent · Delta Power Equipment is a full-service equipment dealership with 380 employees providing sales, service and parts support at multiple locations across Onta ...

  • Berry Recruitment

    Packers (Temporary)

    Found in: Jooble GB - 1 day ago

    Berry Recruitment Cannock, Staffordshire

    Berry Recruitment are currently recruiting for Packers to work at our client in Cannock, Staffordshire. · This is an ongoing temporary role that could lead to permanent. · Duties will include Counting items into boxes · Sealing boxes · Labelling · Placing boxes into stock re ...