PPC 101: A Complete Guide to PPC Marketing Basics

Read Now Download
PPC 101: A Complete Guide to PPC Marketing Basics


  • 1. What Is PPC & How Paid Search Marketing Works
  • 2. 7 Powerful Benefits of Using PPC Advertising
  • 3. The 8 Best PPC Ad Networks
  • 4. How to Develop Your PPC Strategy
  • 5. What Is Quality Score & Why It Matters
  • 6. What Is Click-Through Rate & Why CTR Is Important
  • 7. What Are Keywords & How They Work in PPC
  • 8. Ad Group Best Practices: How to Create & Structure Your Ad Groups
  • 9. What You Need to Know About PPC Budgets & Bidding
  • 10. A Complete Guide to PPC Ad Targeting Options
  • 11. 10 PPC Copywriting Best Practices for Extra Effective Text Ads
  • 12. Everything You Need to Know About Ad Extensions
  • 13. A Complete Guide to PPC Ad Formats
  • 14. A Beginner’s Guide to Shopping Ads
  • 15. The 10 Most Important PPC KPIs You Should Be Tracking
  • 16. 25 Top Paid Media Experts You Should Follow

Want to own some of the most valuable real estate in the search engine results and drive lots of traffic, conversions, and sales?

The quickest way to do this is with pay-per-click (PPC) marketing.

PPC marketing – also known as search engine marketing (SEM) – is a form of online advertising that allows your business to appear above the organic search results.

Put simply: you bid to appear when people search for specific terms (a.k.a., keywords). And then every time your ad appears and someone clicks on it, you pay for each click.

Simple, right?

Well, not so much.

In fact, PPC marketing is incredibly complex today.

There’s a LOT you need to know before you get started creating ads and campaigns.


Well, for starters, it’s easy to blow for your budget if you don’t know what you’re doing.

While that’s great for the ad platforms, it’s terrible for your budget!

To truly be successful, you need to know:

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

Read Search Engine Journal’s PPC 101 guide and learn:

  • The definition of pay-per-click advertising and how paid search marketing works.
  • Why PPC is beneficial to advertisers and how they can develop a solid PPC strategy.
  • The important components and performance metrics of a PPC campaign.
  • Best practices for structuring campaigns and ad groups, budgeting, bidding, ad targeting, and so much more.
  • The top paid media experts you need to follow today.

Latest Articles On PPC

  • 1. How To Use Paid Search & Social Ads For Promoting Events
  • 2. Real Estate PPC: Tips For Optimizing Google Ads Campaigns
  • 3. Step-By-Step Guide To Earning Your Google Ads Certification
  • 4. Google Tests More Local Service Ads In SERPs
  • 5. 5 PPC Advertising Lessons From A B2B Growth Marketer
  • 6. Google Confirms Bug Affecting Ads & Analytics Reporting
  • 7. Google Brings Optimization Score To Performance Max Campaigns
  • 8. Google Ads Rolls Out Diagnostic Insights
  • 9. Avoid These Top 6 Remarketing Campaign Mistakes
  • 10. 6 SEM Best Practices Growth Marketers Need To Master
  • 11. How To Optimize Google Responsive Search Ads (RSAs)
  • 12. Get To Know Ad Rank & Learn 3 Ways To Improve It