Explain PPC To Me Like I’m 5 Years Old

Child looking surprised and confused

This is a super simple mini PPC Guide from SupersedeTraffic, to introduce you to the powers of Pay Per Click marketing.

Thanks to the ever-evolving nature of search marketing, it can be easy to feel out of the loop with the whats, wheres, and hows. Not to mention all that specialist lingo!

We’ve written an ultra simple guide to Pay Per Click (PPC) marketing, and how it can work for you. Though it may not exactly help a 5 year old become a digital advertising genius, this bitesize PPC Guide will shed some light on the matter – for the benefit of your business.

What is PPC?

‘Pay Per Click’ is a type of online marketing. Search engines and websites show your adverts in prime positions, in return for a fee whenever someone clicks on your ad.

Man Teaching Kids About Pay Per Click (PPC)
PPC search marketing involves paying for clicks through to your content from specially placed adverts.

Paid search results are best understood in comparison to ‘organic’ search results, which populate the rest of the results pages. With organic content, you do not pay for clicks. However, you generally have less control over where your content appears.

Where Can I Use PPC?

The most popular PPC system is Google AdWords.

Google made 90% of their money in 2015 through adverts, so it’s big business for them – and for you.

Users bid on keywords, and successful bidders have their adverts displayed on the Ad sections of Google search results pages.

Successful ads depend as much on relevance and usefulness as they do on the biggest bid, so businesses must use PPC adverts wisely.

How Can I Profit From PPC?

Cartoon of Man Confused About Search
PPC specialists can help set up and manage your Pay Per Click advertising campaigns.

This all depends on your business goals and how you monitor your progress.

An introductory PPC guide can only tell you so much – PPC specialists can help set up and manage your campaigns, all the while translating the results in terms of Return on Investment.

For example: a pay per click campaign costs you £1 per click and you get 50 clicks a week. That’s a £200 per month spend. Compare this to the £350 a month you gain through people clicking on the advert. You’re clearly making £150 profit.

If you’re making less per month from an ad than what you’re spending, you’ll need to adjust your bid. Or you can reduce the times when you choose to show your ad.

It’s all about monitoring and adjusting your campaign to benefit from what you spend.

How Can I Budget For PPC?

Google AdWords has flexible bidding and budgeting options. These help make sure you get the most out of your ads without overspending.

You can set a maximum per click bid. This stops competition from making clicks blow your budget out of the water.

In relation to this, you can also set a daily budget for each campaign. Thus, after a daily financial threshold is met, your advert will no longer show that day.

Furthermore, you can make bid adjustments so that ads appear in optimal locations, at optimal times, or on optimal devices. What is ‘optimal’ depends on your business and marketing aims – perhaps certain times or days of the week prove more popular for your customers.

Can I Run Multiple Campaigns?

Cartoon of Man Juggling A/B PPC Campaigns
It’s easy to run, pause and stop multiple PPC campaigns on AdWords.

Yes! This depends on what works for you, in relation to how you want to organise your budget and business aims.

For example, you would probably want to keep different areas of your business in separate campaigns, in order to monitor and compare their progress.

What If I Want To Stop A Campaign?

Pausing or stopping a campaign is very easy to do. Running campaigns are labelled as ‘Enabled’ on the AdWords dashboard. This can be changed to ‘Paused’ (temporarily on hold) or ‘Removed’ (permanently stopped).

You can also run an ad campaign for a limited amount of time by choosing set starting and finishing dates. For example, perhaps your campaign is only relevant for a particular holiday.

That’s All For Now, Folks!

This is only a starting PPC Guide — there’s plenty you can do with AdWords to attract new and existing customers to your business online.

If you liked this mini guide and you want to find out more about how PPC can work for you, get in touch with us for advice.