What Is PPC?

PPC is an acronym for Pay Per Click. It is the process of driving traffic by purchasing ad ad space on a wed site and paying only for the number of clicks on your advertisement. The way this works is that the advertiser (you) will pay a website X amount of dollars per click on their advertisement regardless of whether it was a mistake or a sale. Understanding what keywords to target based on the competitiveness, how much it will cost you per click, and how many people search for that term on a monthly basis. All of this needs to be taken into account before starting a PPC campaign.

Spend your money where the people go

There are an infinite amount of places that offer PPC advertising but you need to be wary of them. Before you agree to anything do anything take the time and do some serious research. If you just want to advertise on a major search engine there are two clear choices Google and Bing. These are the two largest search engines in the world that combine for close to 90% of all search traffic. There are countless untapped terms that get high volumes of traffic. You could spend $10 per click for a keyword like business cards, or you can go after a keywords like offset business cards which has very targeted search traffic and will cost you a fraction of the price.

Invest wisely

Always remember that lots of traffic is worth nothing until it converts into a sale. Your motivation for advertising is to generate sales, not spend more to make nothing. Don't go crazy when bidding on your PPC advertisement and always track your conversions to see if it's making a positive impact on your bottom line. If it isn't effective then you need to reevaluate your PPC strategy or determine if PPC fits into your marketing plan.


The single most important part of your PPC campaign are the keywords that you choose. If your just starting out no matter how tempting it is don't fall into the trap of vanity keywords. These are very broad that large companies just throw money at and unless your a fortune 100 company these typically are not going to be what your targeting. Your best bet is to do the research and find keywords that are heavily searched that aren't going to cost an arm and a leg to bid on. It's a strategy that will level the playing field, and while your competition is going after one or two vanity keywords you can target hundreds of others.