What is Pay-Per-Click advertising and how do I use it?

Pay per click banner

Heard about Google Pay-Per-Click but not sure what it is? Well, here are the basics of what you need to know, from what does PPC stand for to how to do a PPC campaign

Pay-Per-Click (commonly abbreviated as PPC) is a bidding strategy used on Google Ads. If you use Google regularly, you’ve likely seen these PPC ads appear in the search engine results page, you may have even clicked on one!

But how does Pay-Per-Click work? Well, it does what it says on the tin: every time someone clicks on your advertisement,  you pay for that click. If you get no clicks, then you won’t pay for anything.

The main goal of Pay-Per-Click marketing is to drive visitors to your website. Why? Because the more visitors you get, the more chance you have of users exploring your website and hopefully converting.

So every time your ad is clicked, this directs a visitor to your website and you pay Google a fee for that click. This is a common strategy for business advertisement in 2020.

There are many types of Pay-Per-Click advertising — from display to images to shopping — but the most common is paid search advertising. These are the text ads you see within the Google search results page, and that’s what we’ll be talking about here.


A top tip for PPC advertising:

Google prefers websites that have good landing pages (which is the first page you land on when you click on an ad). If you have relevant adverts that link users to great content, you are ultimately winning with Google.

This is Express Ads’ Landing Page:

express ads website screenshot showing a landing page from a pay-per-click campaign


In other words, the more relevant your landing page is to your Google Ad, the better quality score you will have. This means cheaper clicks that are more relevant to your business and therefore more likely to convert.


The steps you need to build a successful Pay-Per-Click campaign

So now that you know what a PPC campaign is and its purpose; you’re wondering how to do a PPC campaign, right? Well, you’re in the right place. 

The Pay Per Click services offered by Jellyfish Express Ads are super straightforward. Whether you’re brand new to PPC and need some support with your first campaign, or just don’t have the time or resources to set it up and manage it yourself — we can help get your PPC campaign up, running, and converting. Here’s how:

  1. Create your Google Ads PPC account
    – Create your account then verify your email.

  2. Tell us about your business
    – Your website URL
    – 3 main products or services
    – Your targeting preferences
    – Opening times
    – Your phone number (so people can contact directly from your ads)

  3. Picking your PPC keywords
    – The best part? You don’t have to do hours of Pay-Per-Click keyword research. Our software pulls in the most relevant, highest search volume keywords for you to choose from. You’ll just have to approve or refuse keywords from a list. By picking only the best and most relevant keywords for your business, you’ll create strong campaigns that avoid unnecessary clicks and a high bounce rate. 

  4. Your adverts:
    – We’ll give you a list of relevant USP’s and Call to Actions, simply pick the most relevant for you. In the meantime, our software will create relevant ad copy for you.
    – Remember, you can edit your adverts, keywords, and information whenever you want.

  5. Pick your budget
    – You can use our budget click generator to see how many estimated clicks you’re likely to get on a specific budget.
    – Remember, you can spend as much or as little as you’d like.

  6. Sit back and relax
    – And that’s it. In just 10 to 15 minutes, you’re all set up! PPC made easy, right? It will take Google around 24 hours to check if they’re happy with everything, then you can jump into your portal and see how your ads are performing.

    Our portal will show you how many clicks and impressions you’ve had, plus your most popular keywords and adverts. It will also show you who is clicking on your ads, based on age and gender.

    If you have any questions about Pay-Per-Click, you can speak to the Express Ads team on our live chat or you can sign up here.