A Complete PPC Marketing Guide for Beginners

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url('https://www.searchenginejournal.com/wp-content/uploads/2020/11/4-5fb3b5adee47a-scaled.jpg')"> <div class="container l-top-container"> <div class="row"> <div class="l-top-col col-md"> <div class="l-head-logo"> <img width="134" height="30" src="https://www.searchenginejournal.com/wp-content/themes/sej14/images-new/web-ebook/foot-logo-1x.png" srcset="https://www.searchenginejournal.com/wp-content/themes/sej14/images-new/web-ebook/foot-logo-2x.png 2x" alt="SEJ" /> </div> <h1 class="l-head no-margin">PPC 101: A Complete Guide to PPC Marketing Basics</h1> <span class="l-view-link"> <a class="l-view-icon dwn-anchor-btn" data-action="Web: Read Now" href="#readnow">Read Now</a> <a class="l-view-icon dwn-anchor-btn" data-action="Web: Download" href="#download-ebook">Download</a> </span> </div> <div class="l-top-col col-md text-center"> <picture> <source type="image/webp" srcset="https://www.searchenginejournal.com/wp-content/uploads/2020/11/ppc-101-5fb3b5928a5d3.webp 1x, 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known as search engine marketing (SEM) – is a form of online advertising that allows your business to appear above the organic search results.</p> <p>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.</p> <p>Simple, right?</p> <p>Well, not so much.</p> <p>In fact, PPC marketing is incredibly complex today.</p> <p>There’s a LOT you need to know before you get started creating ads and campaigns.</p> <p>Why?</p> <p>Well, for starters, it’s easy to blow for your budget if you don’t know what you’re doing.</p> <p>While that’s great for the ad platforms, it’s terrible for your budget!</p> <p>To truly be successful, you need to know:</p> <ul> <li><strong>Advertising formats</strong>: Text ads, Responsive text ads, Video ads, Image ads, Call-only ads, and so much more!</li> <li><strong>Ad networks</strong>: Google Ads, Microsoft Ads, Adroll, Gemini, etc.</li> <li><strong>Terms and acronyms</strong>: Quality Score? Ad Rank? CTR? ROAS? CPC?</li> <li>And so much more!</li> </ul> <h3 style="text-align: center;">Read Search Engine Journal’s PPC 101 guide and learn:</h3> <ul> <li>The definition of pay-per-click advertising and how paid search marketing works.</li> <li>Why PPC is beneficial to advertisers and how they can develop a solid PPC strategy.</li> <li>The important components and performance metrics of a PPC campaign.</li> <li>Best practices for structuring campaigns and ad groups, budgeting, bidding, ad targeting, and so much more.</li> <li>The top paid media experts you need to follow today.</li> </ul> </article> </div> </div> </div> <div id="download-ebook" class="l-footer m-top-0 dtable wl b-lazy color-white" data-src="https://www.searchenginejournal.com/wp-content/uploads/2020/11/1-5fb3b67582211-scaled.jpg"> <div class="dtcell v-middle"> <div class="container l-foot-container"> <div class="row dtable"> <div class="col-sm-7 dtcell v-middle no-float prelative"> <span class="l-foot-logo"> <img width="155" height="35" class="b-lazy" src="data:image/svg+xml,%3Csvg%20xmlns=%22http://www.w3.org/2000/svg%22%20viewBox=%220%200%20155%2035%22%3E%3C/svg%3E" data-src="https://www.searchenginejournal.com/wp-content/themes/sej14/images-new/web-ebook/foot-logo-1x.png" data-src2="https://www.searchenginejournal.com/wp-content/themes/sej14/images-new/web-ebook/foot-logo-2x.png" alt="SEJ" /> </span> <div data-region="na1" data-portalid="45875037" data-formid="bf0ae5ec-5680-4d7f-90bc-c5680022b65a" class="hbsp-ebook-download-form" data-target=".hbsp-ebook-download-form" data-hs-forms-root="true"></div> </div> <div class="col-sm-5 dtcell v-middle no-float text-center rimage"> <picture> <source type="image/webp" srcset="https://www.searchenginejournal.com/wp-content/uploads/2020/11/ppc-guide-5fb3b663814af.webp 1x, https://www.searchenginejournal.com/wp-content/uploads/2020/11/ppc-guide-2x-5fb3b66a0ace7.webp 1.5x"/> <img 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To Avoid Search Budget Cannibalization For A Better Share Of Spend</a></li> <li><strong class="list-number">3.</strong> <a href="https://www.searchenginejournal.com/cross-channel-remarketing-campaigns-a-complete-guide/531852/">Cross-Channel Remarketing Campaigns: A Complete Guide</a></li> <li><strong class="list-number">4.</strong> <a href="https://www.searchenginejournal.com/ppc-budget-strategies-for-all-campaign-stages/531532/">From Launch To Scale: PPC Budget Strategies For All Campaign Stages</a></li> </ul> </div> <div class="col-md-4 ch-border ch-col"> <ul class="ch-list"> <li><strong class="list-number">5.</strong> <a href="https://www.searchenginejournal.com/google-ad-manager-launches-curation-capabilities-for-agencies/532432/">Google Ad Manager Launches Curation Capabilities For Agencies</a></li> <li><strong class="list-number">6.</strong> <a href="https://www.searchenginejournal.com/google-is-updating-its-customer-match-policy/532420/">Google Is Updating Its Customer Match 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href="https://www.searchenginejournal.com/b2c-google-ads-ai-invoca-spa/529683/">5 Tips To Drive Revenue With Google Ads Smart Bidding</a></li> <li><strong class="list-number">12.</strong> <a href="https://www.searchenginejournal.com/google-expands-travel-feeds-in-search-ads/530571/">Google Expands Travel Feeds In Search Ads</a></li> </ul> </div> </div> </div> <script type="application/ld+json">{ "@context": "https://schema.org", "@type": "ItemList", "itemListElement": [ { "@type": "ListItem", "position": 1, "url": "https://www.searchenginejournal.com/ppc-guide/what-is-ppc-paid-search/" }, { "@type": "ListItem", "position": 2, "url": "https://www.searchenginejournal.com/ppc-guide/ppc-advertising-benefits/" }, { "@type": "ListItem", "position": 3, "url": "https://www.searchenginejournal.com/ppc-guide/best-ppc-ad-networks/" }, { "@type": "ListItem", "position": 4, "url": "https://www.searchenginejournal.com/ppc-guide/how-to-develop-ppc-strategy/" }, { "@type": "ListItem", "position": 5, 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