Ultimate Guide To Learning Pay-Per-Click & Adwords • Discoverology
24 items | 217m read

Ultimate Guide To Learning Pay-Per-Click Advertising & Adwords

6m read | Introduction
Ultimate Guide To Learning Pay-Per-Click Advertising & Adwords

Have you ever noticed any advertisements appearing on your search engine, in particular, Google, when you want to search for anything? Have you noticed any small ad appearing as a pop up on your computer screen or your cell phone screen whenever you visit a website? If you have experienced the above-mentioned factors, it’s time to understand why you see such ads. A simple answer would be, ‘You see such ads because of Pay-per-click advertising.’ This type of advertisement is really common now because it appears on the search engine as soon as you visit the page. We will be discussing the basic concept and understanding of Pay-per-click advertising below.

What do we mean by Pay-per-click advertising?

Pay-per-click advertisements are the most common types of advertising nowadays. These advertisements are made for those who mostly use online search engines to search for anything. Whenever they type something on Google or any other search engine, you experience pay-per-click advertising. This advertising will be regarding what you’ve searched about. It is either done to distract the user for that site and to encourage them to get involved with another site, product or service, or this might include some further enhanced options, which the user is not aware of. For instance, you search for a shoe or a bag. As soon as you click on the search button, there will be different ads about shoes, bags and even clothes, at times, on your screen. These are paid advertisements to divert the customer’s attention. These advertisements even appear as a pop up on the screen to attract customers. Customers get options to visit other sites as well when they compare the price and features of a product or service. Many customers also get distracted when they see a pop-up of an advertisement about sale discounts and other discount packages. They tend to visit those sites, which boosts the reach of those sites as well.

These advertisings are only charged when the user clicks on these ads. This increases their reach as well. Now, everyone is investing in PPC because of its high rate of viewers, reach and also the increasing rate of money being generated by every single click. Most startups now use this type of advertising as well to make the audience aware of their products, services, and brand. This type of advertisement mostly appears on search engines like Google or Yahoo. Due to the high rate of accessibility of these search engines, you might experience a PPC advertisement about a similar product or service.

What do advertisers do to make pay-per-click advertising work?

The advertisers need to make sure that their PPC advertising is prominent enough to attract the attention of the users or customers. This needs a lot of money to be paid by the advertisers so that their advertisements appear on the screen more rapidly. Sadly, advertisers do not have enough money to pay for PPC so they go for other options. These options include Auction. They auction their ad to the most well-known search engines such as Google or Yahoo. These search engines only accept these advertisements when they see that they are relevant and reliable to have appeared. That is how pay-per-click advertising works. This needs a lot of money to be made eye-catching and prominent. Customers only get attracted to those ads which catch their attention or divert their attention. This needs a lot of money which most of the advertising agencies do not have. Once these ads are run at a high rate, every single click generates profits. That is why many new businesses market their product or service, and even aware of their brand through PPC.

What is an Ad Auction?

Ad Auction is done by the PPC advertisers who do not have enough money to pay for these advertisings. So they auction their ads by bidding. That is why several advertisers bid on the ad they want to make prominent on the search engine to display their ads. It is mostly done on Google as Google the highly used search engine around the world and many people rely on it. Keywords are needed by the advertisers to auction their ads. For example, a user is searching to find the best and the most comfortable Relaxer for this house. He types these keywords in the search engine and clicks on the search button. He will experience several different brands and types of Relaxers will appear on his screen. He might even experience some pop-up ads appearing on the bottom or the side of the screen. These pop-ups might be about a brand offering discounts on Relaxers. These ads will give a lot of options to the user to go through and pick the suitable one at a suitable price. If a user already knows from which brand he has to buy the Relaxer from, he might even have different options about different brands too. In this way, the user gets attracted to different options appearing by diverting their attention.

How is Paid-per-click advertising good for business?

PPC does not only generate profits but also helps to flourish and expand the business more. It does this by capturing users’ attention and then diverting their attention towards your product or services. Many businesses are even able to create new customers and then retain them. This is yet one of the fastest ways to create customers and serve them with what they need. You can also know the customer insight through this type of advertising very easily. You can get to know the needs of customers and what is the customer looking for which is the best fit for him or her. Many businesses do not have enough money to spend on advertising expenses. So they choose auction advertising on PPC so that they are easily able to make the audience aware of their product, service, and brand. It helps them to target their audience there and then, whenever the user searched about the product on the search engine.

About This Pay-Per-Click Guide

This guide offers the most insightful articles, educational videos, expert insights, specialist tips and best free tutorials about pay-per-click advertising from around the internet. The learning guide is split into four levels: introduction, basics, advanced and expert. You can learn at your own pace. Each item shows an estimated reading or watching time, allowing you to easily plan when you want to read or watch each item. Below you’ll find a table of contents that enables you to easily find a specific topic you might be interested in.

8 items | 69m read
6m read | Basics

The Basics Of Pay-Per-Click (PPC) Marketing

Search engine advertising is one of the most popular forms of PPC. It allows advertisers to bid for ad placement in a search engine’s sponsored links when someone searches on a keyword that is related to their business offering. For example, if we bid on the keyword “PPC software,” our ad might show up in the very top spot on the Google results page.

18m read | Basics

An Introduction To Pay-Per-Click Search Marketing

Customer acquisition costs money. The good news is, PPC marketing is one of THE most accountable and measurable forms of marketing. So start spending. Create a budget you’re comfortable with, spend money to buy test traffic and take copious notes on what works and what doesn’t for your business.

10m read | Basics

How To Do PPC Keyword Research

While keyword research may be getting increasingly complex for SEO, it’s actually easier and faster now for PPC. Here’s a user-first keyword research strategy that will improve your paid search campaigns and save you both time and money.

8m read | Basics

What Is Quality Score And How To Improve It

Quality Score is an estimate of how relevant your ads, keywords, and landing pages are to a person who sees your ad. Higher Quality Scores typically lead to lower costs and better ad positions. From this, we can gather that three main factors are taken into account when assessing a quality score for a given account:

  • Ads
  • Keywords
  • Landing pages

These three factors are all analyzed for relevance, and a score is then generated.

3m watch | Basics

Google Ads Auction Explained

Having trouble with Google Ads (formerly known as AdWords)? It is a lot more complicated than you think. Take 2.5 minutes out of your day to get a better understanding of how the Google Search Ad Action works and improve your Adwords campaigns today.

6m read | Basics

How Ad Impression Share Affects Your PPC Performance

Impression share is often easy to ignore, but maximizing your impression share for high-performing keywords can be an incredibly effective way to improve the performance of your PPC advertising. It can take a little extra sleuthing to identify your keyword winners and losers, but the results are definitely worth the effort.

12m read | Basics

PPC Keyword Match Types Explained

Keyword match types are the parameters that can be set on keywords. These limits control which search terms trigger your ads to appear on a search engine results page (SERP). By choosing a PPC keyword match type, you’re essentially telling Google how you want your ads to match user searches. For example, broad match is going to swipe right on a lot of user searches that you may not be interested in. Exact match, though, can be just a bit too picky.

6m read | Basics

A Beginner’s Guide To Using Negative Keywords In PPC

Google defines negative keywords as “A type of keyword that prevents your ad from being triggered by a certain word or phrase. Your ads aren’t shown to anyone who is searching for that phrase. This is also known as a negative match.”

A common example of negative keyword use is ‘cheap’. Let’s say you make bespoke furniture or high-end watches; it makes sense that you would not want to pay for clicks from searchers looking for cheaper alternatives.

8 items | 76m read
11m read | Advanced

How To Write The Best Google Ads Copy

Crafting strong ad copy on Google Ads isn’t hard, but to do it right, we have to flex both art and science muscles. We’re only given a small number of characters on search engine results pages (SERPs), so we have to make them count. When writing copy, it’s important to think about the experience your visitor is having from query, to ad copy, to landing page.

9m read | Advanced

PPC Landing Page Tips & Tricks

Landing page optimization is one of the best ways to increase the performance of your PPC campaigns and maximize your ROI. From simple tweaks to bold, show-stopping optimization strategies, each of the techniques listed will have an immediate impact on your conversion rates.

6m read | Advanced

PPC CRO Tips To Boost Conversion Rates

One of the easiest ways to see big changes is to differentiate your ads from your competitors’ ads. Sounds simple, yet most advertisers suck at this! Think about what you see for most queries. It’s a total snoozefest. Everyone’s using the same keywords, the same offers. The ads all look the same, so they’re really just fighting for position and hoping to soak up the most (more expensive) clicks.

14m read | Advanced

In-Depth Overview Of PPC Bid Management

If you have bought a keyword that you believe to be relevant and it’s not producing as expected, the right strategy is more likely to change the bid than to simply get rid of the keyword. This management of bids to meet targets is one of several core activities needed to maintain a healthy PPC account, and I’ll review several bid management strategies available to advertisers.

14m read | Advanced

Beginner's Guide To Google Shopping

While Google Shopping isn’t technically an online marketplace (it’s more of an ad platform, but more on that later), it provides shoppers the same opportunity to browse a variety of products based on their search query. Google Shopping also benefits retailers because, when a shopper clicks on a product link, they’re sent back to the retailer’s site to make the purchase.

5m read | Advanced

Mobile PPC Basics & Best Practices

AdWords mobile PPC ads are your ticket to appearing in front of people who are already on the go, looking for information, and often showing great intent to make a purchase. Many small businesses have shied away from AdWords mobile PPC ad campaigns due to their complexity and the time required to manage them properly. However, recent changes to the Google AdWords platform have made it far simpler for businesses of all sizes to implement a comprehensive mobile PPC program.

6m read | Advanced

AdWords Geotargeting & Local PPC

Geotargeting, or local PPC, is an AdWords feature that lets you target your ads to only appear to customers in a certain location, or set of locations, that you specify. For businesses that rely on foot traffic (like restaurants), proximity (like used car dealerships by city), and deliveries (like an e-store that ships to certain countries but not others), geotargeting is an absolute no-brainer.

11m read | Advanced

Beginner's Guide To Google Remarketing

Remarketing in Google Ads consists of static images, animated images, video, responsive ads, and text ads that are placed on the Google Display and Google Search Network. What makes remarketing different from standard Display and Search advertising is the targeting. Remarketing consists of using a special tracking code to place cookies on the browsers of people visiting your website, and then serving ads to those with that cookie, specifically, on the Display and Search network.

7 items | 66m read
3m watch | Expert

How To Improve Your Google Adwords ROI

Are you spending money on google adwords? If so, here’s a step by step formula on how to make the ads more profitable. The first thing I want to educate you about is SKAG, Single Keyword Ad Group. If you have a hundred keywords in one ad group, what’s going to happen?

10m watch | Expert

How To Get First Ad Position In Google Search With The Lowest CPC

If you are running a campaign on Google AdWords, then Quality Score and Ad Rank are important in maximizing the performance of your Google AdWords campaign. In this blog post & video, I’m going to de-mystify some key factors on how Google ranks the ads, calculates your CPC and how you can get higher Ad Rank by paying the least Cost-Per-Click.

11m read | Expert

PPC Strategies To Test And Optimize Your Campaigns

You need to test and implement various strategies that are up to date because Google is continuously bringing the latest updates for ads. You have to keep up if you want to stay on top of your game. Selecting the right PPC strategy has a lot to do with the nature of your business and your goals. However, there are a few latest strategies that can help you get better outcomes regardless of your niche. Here is the list of 13 PPC strategies that you should try to stay ahead.

7m read | Expert

Best Pay-Per-Click Tools

From designing effective ad copy to selecting the right audience that you want to display your ads to, PPC marketing involves a lot of tasks. This is where PPC tools can come to your rescue. These tools can help you with all aspects of PPC marketing and help you run a successful campaign. The right tools will also help you reduce your advertising budget and increase your sales.

14m read | Expert

Complete Guide To Google Ads Scripts

Google Ads scripts are meant to help ease/automate your PPC reporting and performance, after all. So, a helpful guide on the value of these complex code snippets and how to use them goes a long way.

These scripts are tools to automate and optimize your PPC campaigns. From bid management and split testing, to improved reporting and avoiding repetition, they’re as useful as you make them. And, what makes these tools so great, is that they’re incredibly customizable.

10m read | Expert

Further Reading: Best Pay-Per-Click Advertising Books

Make Each Click Count: T.O.P. Guide To Success Using Google AdWords. From creating proper initial settings to detailing successful advanced techniques, Make Each Click Count contains quality content with real-world examples provided to help advertisers overcome the Google AdWords learning curve and immediately skyrocket their Google AdWords results.

The Pay-Per-Click Playbook: Build a Winning Lead Generation Game Plan. This book includes 101 “plays” you can implement in your Google Ads account to help you generate more leads without spending more on advertising. Written by Steve Teneriello, a 20-year pay-per-click veteran and founder of AdMachines.

Google Ads (AdWords) Workbook: Advertising on Google Ads, YouTube, & the Display Network. Fully updated for 2020, and focused on the new Google Ads Interface. Google Ads in all its Glory – master the Google Search Network, Google Display Network and Remarketing, Shopping Ads, and even YouTube.

Mastering Google Adwords 2020: Step-by-Step Instructions for Advertising Your Business. This book provides step by step guidance to mastering Google Adwords. You shouldn’t have to break your wallet and pay a ridiculous amount of your hard-earned money for other books that charge you too much.

10m read | Expert

Further Learning: Best Pay-Per-Click Advertising Courses

Ultimate Google Ads / AdWords Course. This complete AdWords crash course is going to show you the exact skills and techniques you need to win back your business and drive consistent and profitable traffic to your website around the clock, 7 days a week.

The Complete Google AdWords Course: Beginner to Expert. In this 5 hour Complete Google Adwords Course, you will learn to go from Beginner to Advanced in Online Advertising on the World’s Biggest Search Engine.

Learn Pay Per Click (PPC) Fundamentals. This course will walk you through all the basics of Pay-Per-Click (PPC) advertising from its very definition down to the benefits, its relationship with Search Engine Marketing (SEM), the different components of PPC such as common paid search marketing terms, AD groups, Display Network, Quality Score, organization structure, billing models, Ad Auction, Keywords, text ads and expanded text ads, ad extension, targeting, a-b testing and more.

Advanced Google Ads / AdWords Training. The course is designed for Google Ads (Google AdWords) practitioners that already have basic knowledge in setting up and running AdWords accounts. 17 Sections, 68 videos and over 6 hours worth of advanced Google Ads training. From the theory all the way through to hands on practice, take your Google Ads skills to the next level.

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