article Google PPC

An Introduction to Google PPC (Pay-Per-Click
Advertising)
What Is Google PPC?
PPC is short for pay-per-click advertising, a system that enables you to advertise on Google, getting your
message out to a vast audience of people searching for products, services, or information that you can
provide.
Google PPC is used by millions of websites and businesses all over the world: It's a powerful, costeffective
way to raise brand awareness and drive qualified traffic to your site, boosting sales and other
conversions.
So how exactly does PPC advertising with Google work? Learn the basics in this quick primer.
Why Use Google PPC?
Sometimes people ask, "Why would I pay to appear on Google when I can get my site to show up for
free?" The answer is, it's not as easy to drive "free traffic" as you think.
Google's algorithms are designed to only reward the highest-quality sites with organic rankings, and it
can take a lot of time, effort and cost to achieve organic rankings on the keywords you want to rank for.
It's worth the effort, but don't you want to be attracting traffic and driving sales in the meantime?
Going the PPC route is often faster, and in addition, gives you more control over the appearance of your
listing in the search results. For example, if you're selling bird houses, you'll have a real advantage over
the competition that is only using SEO if you're also using PPC. Take a look at these results:

Someone looking for birdhouses is going to be naturally attracted to the PPC ads on the right-hand side
of the screen, because those ads contain images and other enticing, pertinent information like price,
shipping info, and star ratings.
This is why PPC is so powerful for commercial searches. When people are ready to buy, they want all the
commercial information that a PPC ad can provide. Plus, clicking on those PPC ads will take them directly
to a landing page where they can make that purchase.
Google PPC works because when you make the sale, your business drives a profit over and above the
cost of the ad. It's a win-win.
Getting Started with Google PPC
AdWords is Google's PPC advertising platform and main source of revenue. Typically, PPC advertisers
use AdWords to bid on the keywords they want to trigger their sponsored ads. Google chooses which
ads to be displayed and each ad's position based on factors including the ad's Quality Score (a measure
of the relevance of the ad, primarily determined by click-through rate) and the advertiser's bid, or how
much they're willing to pay for each ad click. This whole system functions very similarly to an auction.

So how do you enter the auction yourself? You'll need to create a list of keywords that you want to bid
on, based on their relevance to your business's offerings. This is achieved by doing PPC keyword
research, or using keyword tools to discover what terms people search for when they're looking for
products or services like yours.
Once you have a keyword list, the next step is to organize your keywords into ad groups and campaigns,
then write relevant PPC ads that will entice Google users to click. Well-organized PPC campaigns are key
to your success: Getting Better Results from PPC with WordStream
WordStream Advisor is a PPC management platform that helps you get the most from your online
advertising campaigns in as little as 20 minutes per week.
Rather than replace AdWords, WordStream works with your Google AdWords PPC account, making
smart, customized recommendations so you can optimize your campaigns in as little time as possible.
You'll get friendly reminders and tips when it's time to:
Pause an underperforming keyword
-Adjust your PPC bids
-Test new PPC ads
-Improve your click-through rate
-Add new negative keywords
-Optimize your ads and landing pages for mobile and more
WordStream Advisor is also cross-platform, so you can manage your campaigns in Bing and Facebook
under one roof.