Introduction to PPC Advertising

Imagine that you are running an e-shop with relatively competitive goods. You plan everything well, take into account on-page seo factors, plan linkbuilding, fill e-shop products and launch it. Even if you’ve done everything really well, if you’re in a competitive environment, you can hardly jump to the first page of day-to-day search results…

And this is where PPC advertising can help.

Therefore, I decided to write a series of articles on the topic of PPC advertising. In this introductory article, we will say:

  • what is PPC advertising,
  • how does it work,
  • how access to PPC advertising differs from organic search


What is PPC advertising

Just to be sure, if you don’t know what a PPC ad is, it’s an ad where you only pay when someone clicks on it. The biggest player in the field of PPC advertising is Google.

An ad you create with AdWords will appear among the search results in sponsored areas. However, this ad may also appear on search partner networks and on the content network. For example, if someone has a blog, they can place space on it to display PPC ads, and then the ads will appear there.

For example, I could place a block with advertising on this website and then ads for the services of other agencies, training and the like would be displayed here. Any relevant ad that anyone would create.

How PPC advertising works

It is very easy to create an account with the appropriate provider and create a campaign. Within this campaign, we will create a report and assign keywords to the report. We set how much we’re willing to pay per click and how much we’re willing to spend per day on PPC. We’ll then create a headline and description for the ad itself, and that’s it.

Then, whenever someone enters a keyword / phrase that we’ve added to a report into a search, we’ll appear among the sponsored search results.

How PPC advertising differs from organic search

The classic approach is that we try to get in a good position among the search results, get as many relevant visitors as possible and sell them some of what we sell.

In the case of PPC, we do not have to worry about good positions, so we buy traffic directly. But we don’t need to buy traffic that won’t do anything on our website. So we try to bring through PPC such visitors who will convert as much as possible.

It doesn’t make sense for us to create PPC ads and pay big bucks for every click on all terms associated with our business. We choose those that have commercial potential (in the vast majority of cases).

Example: We sell cars. Then we are certainly interested in the question “car sales”, but much less interesting for us is the expression “how to change the insurance in the car”. Although both terms have something to do with cars, the other has no commercial potential for us and will not bring us a visitor who is interested in buying a car.

As you can see, technically there is nothing complicated at all about PPC, and if we have a “wet” technical part, we have to focus on the others. In order for our advertising to pay off, it would attract as many relevant visitors as possible to shop, and to maximize our profits.

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