Pay Per Click Search Engine Promotion for Beginners


Pay per click search engine promotion can be pretty expensive. It can also be very confusing. This is especially true if you are new to pay per click marketing promotion .

There is a lot of advice out there surrounding pay per click marketing. So whose advice do you follow? What works? What doesn’t work? And how can do you it without breaking the bank?

I’m going to answer all of these questions in this guide on how to make pay per click search engine management affordable.

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Pay Per Click Search Engine Promotion Basics

First, let’s start out with the basics. We’re going to go through a few terms we’ll be using so that you’ll become familiar with them.

  • PPC – pay per click
  • SEM – search engine marketing
  • SEO – search engine optimization
  • CPC – cost per click

Here’s a quick rundown of the definitions of these terms:

  • PPC is the method of paying to promote your website through a search engine, such as Google or Bing.
  • SEM is marketing your website through a search engine. It’s often used interchangeably with PPC.
  • SEO is optimizing your website so that it can reach better rankings in the search engines.
  • CPC is how much you’ll pay per click on your PPC advertisement.

OK, now that we’ve got that straight, let’s move on to the next question.

How to Find Reliable Pay Per Click Marketing Promotion Advice

If you’ve done any kind of search on the internet for PPC advice, you know that there are many people who are claiming to be PPC gurus. Most of them say things like they can give you the best advice if you pay a fee. But honestly, advice can only get you so far.

See, PPC has a bit of a learning curve to it. And while experts can give you the basics, no one can actually tell you what makes a profitable PPC campaign. There are a few reasons for this.

  • PPC is different for everyone. What works for one business won’t necessarily work for another one.
  • A PPC campaign targets a consumer. Every consumer is different. Someone who sells candy online isn’t going to target the same consumers as people who want to vacation in the Hamptons for cheap.
  • Finding a successful PPC campaign requires a lot of testing and keyword targeting. You need to continually refine your results in order to get the final product. Only you can do that.
  • A profitable campaign is going to take a while to find. You won’t get one on the first try, or even the fifth try. Sometimes it takes months to find a successful campaign.

You can read books all day long. The fact of the matter is there are things that you’re not going to learn about PPC marketing, unless you start your own campaign. So rather than recommending a course or how to find an expert to work with, I recommend that you stop absorbing information and start putting it to work.

What Works And What Doesn’t

Before you jump into your first campaign, I need to tell you what works and what doesn’t work.

People usually use PPC for three reasons:

  1. To make sales
  2. To increase their email list subscribers
  3. To increase traffic to their website

The most popular reason is to make sales. If you’re using PPC for this reason, you need to make sure your landing page matches your PPC campaign ad. (Your landing page is the page your visitor lands on after they click your ad.)

So, let’s say you run a business that sells women’s plus sized clothes. That will encompass a lot of keywords. (Remember: you run your ads by targeting keywords.) You should only focus on buyer keywords. In other words, only focus on keywords that people search for when they want to buy something.

For this example we will use ‘Women’s Leggings size 2XL’. That will be your keyword. Someone searches for this keyword in a search engine. Your ad will show up on the right side of the screen. Someone see’s your ad and clicks on it.

If your landing page is the page of your website that sells women’s size 2XL leggings, your visitor is going to stay around a lot longer. They may even buy something. If your landing page is just the front page of your website, or something else unrelated, you risk them clicking the back button (termed “bounce”) and going somewhere else. So make sure your landing page directly relates to your ad.

The same thing applies to growing your email list. You need an effective landing page. In this case, an effective landing page would be one that convinces people to sign up to your email list.

If you’re trying to increase traffic to your website, you should still follow the same advice. Make sure the page they land on is one that is relevant to your ad. This will prevent visitors from bouncing off of your website.

How to Make Pay Per Click Marketing Affordable

Since pay per click search engine promotion involves a lot of testing, you need a sizable budget. If you don’t have one, here’s a way to keep your costs low: target keywords that are high volume but have a cheap cpc.

You can find those by looking at the cost of the keywords you want to target. Your PPC platform will tell you how many people search for the keyword you’re targeting in a month, and its CPC. Keep your CPC under 40-50 cents, and try to target keywords that have 1000 or more searches per month.

You will really have to search to find these keywords. Once you do, you can set your PPC budget to $5 per day and still get some nice results. Then you can scale up and target more keywords as your budget gets bigger.

Pay per click search engine promotion is not a mystery. It does take some patience and determination to get results. The good thing is you can keep your costs down and still get the results you need.

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26 comments on “Pay Per Click Search Engine Promotion for Beginners

  1. Thank you! You have clearly explained PPC to a novice like me, in a really engaging and simple manner. I definitely have a better understanding of its advantages, but can also see how it could be a huge money pit if you’re not targeting the correct keywords, based on relevant research.

    1. You’re very welcome SC!
      PPC can be really confusing at first and you need to make sure you fully understand it before jumping in – you don’t want to lose money!!!

  2. Hello Chris,

    I have never personally used PPC in any of my campaigns yet but I have planned them for the future.

    I have found your article to on this topic to be the best I have read thus far and I have read many trying to decide what would be the best method to use when it comes to PPC. But as you have stated I am going to have to do my homework and stay on top of it when I do get a campaign going.
    Just one question, what is the average cost of a campaign? I mean I have heard lots of things I am just trying to get an idea of how much I should budget for this type of thing.

    1. Hi San,
      Well I started out paying about $5 – $10 a day for an advert just to see how things went. I think I ended up breaking even in the end!!!
      I would advise you to do the same – these sorts of campaigns get very pricey so it’s best to know the ropes before you get too serious with it.

  3. Hello Chris I really liked how you explained this it was easy to follow and I think I understand it now. The thing is to start slow and don’t expect to get it right (profit) the first few times. The important part is to target keywords with ‘commercial intent’ that is words that people would use if they are looking to buy and not just ‘looking’.

    Thanks for explaining this in such a clear way. 😉

    1. No problem Peter – glad the article cleared things up for you! Just remember to make sure you know what your doing before investing too much money 🙂

  4. I am very Impressed of your website.
    I Read the full article about the ppc and after I see what is your site’s level I added you to my favorite in order to read much more interesting articles like this was.
    I have learned a lot from this post, now I understand the basics of the ppc and I hope to learn more from your website.

  5. Dear Chris,

    Thank you defining all those Terms at the beginning since I couldn’t grasp the idea of CPC and PPC too well before. 🙂 You helped explain it in a much more easier and simpler manner. 🙂 Of all those, which you most likely recommend newbies to Internet Marketing to try out first? Which would be the least effective versus super effective for a newbie to promote their online business website?

    Thanks in advance for answering my questions. 🙂

    Wishing you all the best with your online success above and beyond the horizon,


    1. I have to be honest with you Angel – I wouldn’t suggest a newbie trying ANY of these techniques! Find your feet in the marketing world first and then come back to PPC marketing a bit later 🙂

  6. Hello there,

    I don’t have too much experience with Pay Per Click campaigns. I have used both Google Adwords and Google Adwords Express for two campaigns.

    I found that Express is very easy to run, but doesn’t give you many results.

    Have you found a better way to run a successful campaign?


    1. Well there’s only one real tip I can give you from here Alex – education! Make sure you know EXACTLY what you are doing before you take on PPC as mistakes will hurt your pocket!

  7. You have provided a very good advice Chris!
    When jumping into PPC world, we need relevant ads and scalable budget in place. Focusing on these two aspects can bring expected results within search engine promotion. You don’t want to blow up your campaign with irrelevant ads that target broad audience. Keeping it specific is crucial to profit.

    I am now using BingAds as a starting point. Would love to try Facebook platform in the future and capture some leads. 🙂

    1. Well thanks for saying so Edy! Good luck with your PPC campaigns – but watch Facebook ( very expensive click prices these days! )

  8. everytime I try to get a Pay per click service they always deny my request due to “illegal content” lol. Apparently Medical marijuana is still illegal on the internet or something! One thta has worked for me is called bidvertisers but I stopped using them because they kept sending my site some spam!

    Thanks for this, I kind of want to see if I can find a new service that will offer me something better!

  9. After reading your article it has opened my eyes more towards the cost of PPC. To be honest I did need not realise at all that trying to become successful at PPC can be expensive to an extent.

    I was familiar to PPC, but did not realise the cost associated.

    Your article certainly opens my eyes to that. It is very concise and points out the basics. Considering I am a beginner, it is certainly helpful.

    1. Yeah be careful of this technique Arif – very costly if you get it wrong!

      Contact me for further help if you’re worried.

  10. Keyword is definitely the most important key when it comes to pay per click strategy. When I find a right keyword, my website is much easier to attract visitors and my website is having more traffic. But it is really hard to target low competition keywords. Is there any good tool for me to use?

  11. Keyword is definitely the most important key when it comes to pay per click strategy. When I find a right keyword, my website is much easier to attract visitors and my website is having more traffic. But it is really hard to target low competition keywords. Is there any good tool for me to use?

  12. Hi Chris,

    Thanks for your sharing. Very precise but informative. I have also tried using Pay Per Click advertisement method in search engines to manage the affiliate marketing business. There are definitely some results and I can see actual sales if I can target the proper keywords and bring the right visitors to the right pages and hopefully they can buy at the end. But I do think my results are not that great. Probably I have to go thru more of your sharing and see how I can improve


    1. It’s all about scaling and building Louis – don’t expect to see awesome results straight away, this takes a little practice! 🙂

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