PPC Related Terms You Need to Know

Prior to starting work on your web design Santee you obviously have a plan on how to promote your website. It is only with proper marketing that your website will be found and meet its purpose. There are two main options here, SEO (search engine optimization) and PPC (Pay per Click). Each option has its share of pros and cons. It is wise to use them in combination so as to achieve the best results. If you decide to use PPC campaigns, there are a number of terms you need to be familiar with so as to make the most informed choices.

SEM (Search Engine Marketing)

SEM is the first recommendation your web designer Santee will recommend when considering PPC. SEM refers to digital marketing that is done on search engines such as Bing, Google and Yahoo. SEM encompasses paid search engine optimization. For this to work, your ads must be optimized for certain target keywords. Your paid listing will only show up when someone enters keywords that are relevant to your ads.

CPC (Cost-per-click)

This refers to the adverts where you get charged for every click on your ad. CPC serves as your bid in an auction. A higher bid equals a better ad placement. CPC is set at the maximum amount you wish to spend per click on your ad. What you pay is determined by this formula: (competitor’s Ad Rank/Your Quality Score) + 0.01 = Actual CPC. Terms you need to know about this equation are:

  • Ad Rank

This will determine the position of your ad on the search engine results page. Maximum Bid x Quality Score.

  • Quality score

This is the score given by search engine to your ad based on the click-through rate (CTR) measured against average CTR of the ads in that position, the relevance of your keywords, quality of landing page and past performance.

  • Maximum Bid

This is the maximum amount you are willing to pay per click on your ad.

CPC can be set to manual so that you determine maximum bid for your ads or to enhanced so that the search engine can adjust the bid based on your goals.

CPM (Cost per Mille)

This is also referred to as cost per thousand. It is the cost per every thousand impressions. It is used mainly for paid social and display ads.

There are more terms involved in PPC. The most important thing to do is liaise with an experienced web designer Santee before making your choice. Not every marketing strategy will work for your type of website.

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Best Platforms for Your PPC Campaigns

Once you are done creating your web design Santee your web designerwill recommend you invest in PPC campaigns. This is a paid advertising model that falls under search engine marketing. It makes it easier for your website to be found. However, for you to get the best results from PPC you must make use of the right platforms. You will be spoilt for choice here. In this post we will be taking a look at the main platforms you can use for your campaigns.

Google Ads

Formally known as AdWords, Google Ads is without any doubt the best platform your web designer Santee will recommend. Most of your target audiences use Google to find things online. This is why the Google Ads platform is the best one for any website. Google gets 3.5 billion search queries per day thus giving you more opportunities to target keywords your intended audience will click. The downside with this platform is that the keywords are very competitive which means you will have to spend more on the ads. 

Bing Ads

Bing is the second most used search engine. It gets approximately 12 million queries per day. The benefit of using Bings Ads over the Google Ads is the lower CPC (cost per click). This, however, comes at the expense of a larger audience.

Facebook Ads

Facebook is commonly used as a CPM (cost per mille) than CPC. This is mainly because of its specific targeting options. All the same it is a popular and a very effective platform for paid ads. With Facebook you will be able to target your target users based on their demographics, interests, behaviors and location. Facebook also gives room for native ads where ads are introduced in social feeds. What is more is that you can use Facebook Ads to advertise on Instagram.


The goal of every web designer Santee is to get more repeat visitors. The good thing is that AdRoll gives you the means to get more repeat visitors. The platform enables you to retarget visitors. For example, if someone read your post on cheese making, AdRoll will retarget them on other websites they visit by displaying your online cooking classes’ ads. While it is possible to retarget with Google Ads, AdRoll offer the benefit of displaying your ads on both Google and social media sites. You thus get more opportunities to capture impressions or clicks.

These are the main platforms you should consider for your next PPC campaigns. Make sure that you set your parameters before getting started. The last thing you want is to spend more than you want or advertise to the wrong crowd.

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What are the Differences between SEO and PPC?

After creating an amazing web design Santee the next step is to promote your website so that it can be found. This is not easy. The best solutions for getting your website found are SEO (search engine optimization) and PPC (Pay per Click). These are two strategies people often confuse. In this post we will help you understand the difference.

What is SEO?

The objective of search engine optimization is to increase the probability of your website being found when your target audience search for things that are related to your products and services. Success in SEO depends on the quality of your content, your selected keywords, websites you have linked to, and other things. Your web designer Santee can help with SEO. The best thing is that you don’t pay anything to get ranked. You just need to prove to search engines that your site is relevant to what your target audience is searching.

What is PPC?

Pay-per-Click is a form of search engine marketing (SEM). Here you will need to pay a publisher such as Facebook or Google, every time your ad is clicked. You only pay when consumers interact with your listing. The best thing is that you can set a budget of how much you want to pay per day. The best thing about PPC is that your website will be listed on top of search engine results. This can help you stay more competitive than SEO. PPC is the best way to get you in front of target consumers.

To decide on whether to use SEO or PPC you have to consider the statistics. Each option has its share of pros and cons. Here the stats on each option:


  • People prefer organic links than paid ones. 70% of the links users clicks are organic. Nearly 80% of users ignore the paid ads in the search results.
  • Search is the main source of traffic to websites. Beats social media by 300%.
  • SEO drives 30% of traffic and 20% of revenue.
  • Organic SEO is 5.66 times better than paid search ads.


  • Top 3 paid advertising spots get 46% of the clicks on the page.
  • Businesses earn revenue of $3 for every $1.60 spent on AdWords.
  • PPC Ads boost awareness by up to 80%.
  • Google algorithm updates do not affect PPC

Whether you use SEO or PPC will all depend on you and the amount of work you want to put in. Always consult your web designer Santee before choosing either of the options. To increase success website owners combine both SEO and PPC.

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How to Get Started with PPC Advertising

After creating your website one of the solutions your web designer Santee will recommend is the use of PPC (Pay per Click) advertising. This is because PPC is the fastest way for your new website to get recognition in the competitive online market. To achieve success with PPC there are a number of things you will have to do.

Set parameters

When considering PPC after completing work on your web design Santee, setting parameters is the first thing you should do. Without having parameters you risk using ads that are ineffective, untargeted and too expensive. Defining how the paid campaign will be used and the goals you want to accomplish will help come up with a plan that is foolproof. Do you want to create brand awareness, increase visits, and get more sales or what are your goals? You also need to set a budget for accomplishing those goals.

Your ads need to encompass the following:

  • Who you are targeting
  • Them of the campaign
  • How you will measure success
  • Type of campaigns you will run

Create your goals and goal metrics

Knowing how you will measure your goals will help determine if the campaigns are working in your favor or not. Don’t confuse goal metrics with campaign metrics. Some common PPC goals include:

  • Brand awareness. This can be measured through surveys, social engagement and direct traffic.
  • Lead generation. You can track this using the Google Ads interface through tracking pixel.
  • Offer promotion. A dedicated sign up page will help track results.
  • Sales. How much you sell based on the paid ads will help track sales.
  • Site traffic.

Choose campaign type

With PPC you need to know both where and how you advertise. There are many types of paid advertising campaigns you can pick from. The most common ones are:

  • Search ads
  • Display ads
  • Social media ads
  • Remarketing
  • Google shopping

Perform keyword research

For search engines to know when to display your ads you have to assign your ad group to a set of keywords to target. You should pick between 1 to 5 keywords per ad group. These keywords must be extremely relevant since your quality score will depend on them. Your web designer Santee can help pick keywords that are aligned to your specific theme of ad group. Create a different ad group for keywords that fall outside of one theme.

Setup Google analytics and tracking

Last but not least you need insight into how your website is performing. Google Analytics is free to use. Install it on your website. It will help you know how you are progressing. The information from PPC can be used for PPC and other things.

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