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  • Writer's pictureCarolyn Duarte

PPC Ads 101

Are you new to PPC ads, or Pay-per-click? While Google ads can feel like an entirely new science, we’re here to help you with the basic terminology. This will help with the foundation of learning to understand how this advertising model works. However, we are going to try to make it as simple as possible, but the reality is it’s a very complex tool to learn. That’s where we come in! CIL is Google ads certified, therefore we’ve done all the learning so that you don’t have to.

With all of that said, it’s still nice to know what your advertising agency is talking about, so that you can clearly communicate what it is that you’re looking for.

To start off, what exactly is PPC?

PPC is a form of advertising where you as the consumer only pay for results. Everytime a person clicks on your ad, this is taken out of your daily budget, hence “pay per click.” This way, you’re not paying for everytime someone sees your ad, but they actually need to click on the link for you to be charged.

What are these keywords I always hear about?

Keywords are an essential to Google Search ads. These types of ads are displayed on a relevant search results page, so after you make a Google search. You should note that these always say “ad” or “sponsored,” so users are aware of what’s paid for. Keywords are used to determine when your ads are displayed. You, or your advertising agency, can set these to be as broad or as narrow as you’d like. If you want your ad to appear when someone searches “bikes for sale cape cod” you can do that using this element!

What does it mean to be entered into auction?

This is actually Google’s way of determining which ad will show when and where. The first google determines is your bid. This is simply how much you are willing to pay for that keyword. Next, they examine your quality score. This term is a measurement of how useful and relevant your ad is to the search being made. With these two factors, google decides your ad rank in an auction!

Why should I care about conversions?

Essentially, this is your marketing goal! If you have decided that your most important objective is getting phone calls, that would be your conversion. If your priority is sales, then your conversion would be someone making a purchase.

With these terms in hand, you should be able to understand basic conversations regarding your Google ads. Interested in hearing more about paid advertising? Send us an email and we’d be happy to help!


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