PPC 101: A Complete Guide to Pay-Per-Click Marketing Basics

If you’re new to the world of paid search, it can be overwhelming. Pay-per-click (PPC) marketing – also known as search engine marketing (SEM) – is complex. It’s easy to blow through your budget and have nothing to show for it if you don’t know what you’re doing.

There are so many:

  • Advertising formats: Text ads, Responsive text ads, Video ads, Image ads, Call-only ads, and so much more!
  • Ad networks: Google AdWords, Bing Ads, Adroll, Gemini, etc.
  • Terms and acronyms: Quality Score? Ad Rank? CTR? ROAS? CPC?

That’s why we created PPC 101: A Complete Guide to Pay-Per-Click Marketing Basics. This in-depth ebook will guide you through the fundamentals and essentials of PPC.

PPC, done right, is incredibly valuable for businesses and brands of all sizes who want to grow and be profitable.

Want to drive more qualified visitors to your website who are further down the buyer funnel and more likely to convert? Paid search advertising can help you do that!

PPC 101: A Complete Guide to PPC Marketing Basics

Download this Ebook

I want to receive the latest search news and updates from SEJ. Send me actionable insights from some of the SEO industry’s leading experts.
By clicking the "Download Ebook" button, I agree to the terms of the Alpha Brand Media Content Agreement. (with modifications from Acquisio by Web.com).

In PPC 101: A Complete Guide to Pay-Per-Click Marketing Basics, you’ll learn:

  • The definition of pay-per-click advertising and how paid search marketing works today.
  • Why PPC is beneficial to advertisers and how to develop a solid PPC strategy for success.
  • How different advertising platforms operate and the types of ad formats you can use.
  • The most important PPC KPIs you need to track and why they matter.
  • Best practices to earn top ad positions.
  • And so much more!

The ebook is divided into 16 easy-to-digest chapters written by some of the best paid search practitioners in the field.

  • What is PPC & How Paid Search Marketing Works
  • 7 Powerful Benefits of Using PPC Advertising
  • The 8 Best PPC Ad Networks
  • How to Develop Your PPC Strategy
  • What Is Quality Score & Why It Matters
  • What is Click-Through Rate & Why CTR Is Important
  • What are Keywords & How they Work in PPC
  • Ad Group Best Practices: How to Create & Structure Your Ad Groups
  • What You Need to Know About PPC Budgets & Bidding
  • A Complete Guide to PPC Ad Targeting Options
  • 10 PPC Copywriting Best Practices for Extra Effective Text Ads
  • Everything You Need to Know About Ad Extensions
  • A Complete Guide to PPC Ad Formats
  • A Beginner’s Guide to Google Shopping Ads
  • The 10 Most Important PPC KPIs You Should Be Tracking
  • 13 of Today’s Top PPC Experts to Follow

EXPERT AUTHORS INCLUDE: Ilya Cherepakhin, Dan Gilbert, Adam Heitzman, Pauline Jakober, Aaron Levy, Andrew Lolk, Melissa Mackey, Michelle Morgan, Corey Morris, Adam Proehl, Chandal Nolasco da Silva, Lisa Raehsler, Frederick Vallaeys, and Kirk Williams.

Start your PPC education right when you read PPC 101: A Complete Guide to Pay-Per-Click Marketing Basics.