Getting Started with PPC: An Introductory Guide To Pay Per Click

Over the past decade, pay-per-click advertising has become an ever growing, effective solution for attracting traffic to websites. By understanding the strategies involved with pay-per-click advertising, you can learn to dominate the Search Engines & see a real return on investment from a budget which you control. This article is an introduction to the world of PPC – and whether it’s right for you or your business.


Side note to consider

I’m going to be strong from the start – there is no easy, click of a button strategies to making money online – and anyone that tells you otherwise is lying. If you do not have the time, or are not willing to put in the man hours to learn. Then I highly advise that you find yourself a reliable digital marketing company. There are thousands of pay per click services that are willing to manage your PPC campaigns for a small fee (including our own).

Now that’s enough of the self-plugging for now. Let’s get started.


What is Google AdWords?
And how does it work?

This is quite a common question for beginners to search engine marketing. However, the answer can go into great depth.

Google Adwords works a lot like an auction house – All advertisers in your niche will bid on keywords which promote their adverts on Google’s Search Engine. Google will then track the clicks of each advertisement and charge the person accordingly.

I know this may sound confusing, but here’s an example:


Meet Joe.

Joe is in the health and fitness industry when one day, he decides to advertise his new pre-workout supplement. After some keyword research (which we will get into later) he decides he wants to bid on certain terms such as:

pre-workout supplements – £1.41 per click
pre-workout powder – £1.09 per click
pre-workout for women £0.83 per click


Each of these keywords will have different search volumes, competition and cost per click (CPC). The cost per click is usually decided by what other advertisers are bidding on that click. If Joe decided he wanted to appear at the top of Google’s search engine for the keyword “Pre-workout supplements” he is advised to bid higher than £1.41 per click.

Of course, there are ways to make this much cheaper, but that is a little more advanced for the introduction guide.


Are Google AdWords / PPC Campaigns worth it?

I have often discussed with potential clients and other internet marketers about the impact that pay per click has on business, and whether or not it’s worth investing. Personally, I have always preferred Search Engine Optimisation. I believe natural listings are seen as more trustworthy, meaning they will receive a higher click-through rate, a lower bounce rate and in turn, more conversions.

However here is the reality of the situation. Some businesses will flourish through pay per click, and others won’t even see a return on their investment.  There are many factors that you have to consider if you want to create a successful pay per click campaign. Unfortunately one of these factors is your industry.

The best advice I can offer is research.  Research is the foundation of your campaign. Competitor analysis, keyword research, business trends – if you believe something will have a positive effect on your AdWords campaign then research it.

If you’re still unsure about whether or not your industry will work with pay per click, don’t be afraid to drop us an e-mail, and we’ll be more than happy to help.



I hope this article answers some of your questions as a beginner of internet marketing, as I said above if you do have any more questions dot hesitate to drop me an e-mail from the contact form found on the Homepage. I’d be more than happy to help out any internet marketers that are trying to start out on their own.

Thank you for reading this article, I hope to see you again.


To your success,

Richard Hill

SEO Specialist & Consultant


Pay Per Click

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