Pay-Per-Click-Advertising Explained For Beginners

all right what's up everyone welcome to

the Surfside PPC YouTube channel today

we're gonna start our PPC advertising

course so when you're looking for our

pay-per-click advertising course go to

Surfside PPC comm slash pay-per-click

advertising a - between each word so you

can see the link at the bottom here and

you're gonna be able to find all the

lessons in our course we're gonna be

creating this as we go so right now

there's not gonna be a ton there but if

you go to service on PPC comm slash

pay-per-click advertising you're gonna

have our entire course published over

time so this first part is just gonna be

pay-per-click advertising explained for

beginners so if you're just getting

started with pay-per-click advertising

maybe you're just trying to learn a

little bit more about it for your own

business maybe you just got a job in

pay-per-click advertising and you need

to know more we're gonna continue to put

out more and more videos about this so

you can keep learning and so you'll be

ready to go no matter what it is you're

trying to achieve so first things first

what is pay-per-click advertising so

pay-per-click advertising is a form of

advertising where if you're an

advertiser you pay for each click to

your website or if you have a mobile app

something like that so every single

click that you're driving you're paying

for each click you don't pay for

impressions you don't pay for anything

like that you're paying for clicks

specifically now Google ads is the most

well-known pay-per-click advertising

network along with Bing ads I consider

Facebook to be a pay-per-click

advertising network even though

technically it's not it's really

considered social advertising and you're

generally paying for impressions on

Facebook ads but I still consider it to

be a pay-per-click advertising network

but ultimately what it is is advertisers

are setting bids on keywords for clicks

to their websites so you're either

bidding on keywords or you're bidding on

audiences and you're if you're an

advertiser you only pay when an

advertisement is click so we just

recently did our Google Ads campaign and

you can find it here farmhouse coal

search campaign you can see it right

there you can find it on our channel I

would highly recommend checking out our

pay-per-click advertising playlist

through YouTube through our YouTube

channel we'll put the link at the top in

the video description so you can find it

easily but coming back over to Google

Ads here this is an example of a

pay-per-click advertising campaign

through Google it's specifically a

search campaign where we're targeting

keywords related to farmhouse decor and

if you can see here there's impressions

at the top here there's interactions for

interactions it's just gonna mean clicks

in this case for this campaign

and it's gonna show we almost have 3,000

impressions and 16 clicks and if you

look at saying the average cost is 61

cents the total cost is nine dollars and

77 cents so the average cost is our

average cost per click so we're only

paying for these 16 clicks to our

website we didn't pay at all for any of

the impressions that didn't drive click

so that's why it's called pay per click

advertising is because you're paying for

each click to your website so next is

gonna be how does pay-per-click

advertising work so generally it works

you set a bid for clicks to your website

you're either bidding on keywords or

you're bidding on audiences and you're

setting a bid for how much you're

willing to pay for each click to your

website now bids can really vary so for

something like home decor you might be

bidding one to two dollars for something

like real estate you might start bidding

up to $5 $6 $7 depending on the market

you're in some lawyers some insurance

companies they probably bid upwards of

twenty thirty dollars per click some of

the top bids go above fifty dollars for

each click to your website so how much

you're paying for click generally

depends on how much revenue each clicked

in can drive to your business so for

example if you're in a lawyer you're

willing to pay $50 per click because one

client can equal thousands and thousands

of dollars same with real estate agents

they're generally gonna pay more now

home to court even though you're selling

high price items sometimes you're still

only making a certain amount for each

sale so it's really depends on what

keywords you're targeting what audiences

you're targeting and because you're

entering an auction against other

advertisers so generally the amount

you're willing to pay for each click

depends on the other advertisers as well

how much they're willing to pay for each

click if other advertisers are willing

to pay much more than you for each click

then you're gonna have trouble ever

winning the auction so the way it works

is when you're bidding for something

let's say you and five other advertisers

are bidding for a specific keyword every

time someone typed something into Google

you're gonna be entering an auction to

try to get your advertisement out there

so we open an example in Google here so

if someone types in accounting software

if you can see right here the top four

results are all advertisements so

they're all based on accounting software

each of these companies went to enter

this auction and then also on the

right-hand side these are also ads as

well so these are considered shopping

ads so these are search ads over here

these are considered Google

shopping ads so if you click through any

of these it's gonna be considered an

advertisement click and you can see

sponsored up in the top right-hand

corner over here you can see ad next to

each of the URLs so this is the way it

works is these advertisers are entering

an auction because they're bidding on

the keyword accounting software and

they're each bidding a certain amount

and if we come back over here it's gonna

say the advertisements that show are

based on a bid and an ads quality score

or relevancy score so basically the way

it's gonna work Google is gonna take

into account how much the advertiser is

bidding and they also use something

called quality score which is gonna look

at their landing page it's gonna look at

the average click-through rate

historically for this advertiser so it

uses another score along with the bid to

basically come up with what's called an

ad rank and each ad will be ranked in

the Google search results based on their

ad rank so that's gonna be a combination

of Quality Score and bid so that's

basically how the auction works is it's

gonna take into account the bid it's

gonna take into account the Quality

Score and whatever ad has the top ad

rank is gonna show at the top whatever a

second is gonna show second and so on

and so forth that's basically how

pay-per-click advertising works you're

bidding on a certain set of targeting

and depending on advertisers other other

competitors and different factors is

gonna determine how much you're paying

how often your ad shows up in the search

results and how often your ad gets

clicked so next gonna be how can you get

started with pay-per-click ads so you

can start by using pop popular

pay-per-click advertising networks so

Google Ads Bing ads Facebook Ads so all

these are very popular you need a

website or an app to promote and then

once you have your website and you're

ready to promote you generally want to

create different landing pages so

landing pages is where you're going to

be sending traffic to and then once

you're kind of ready to go what you want

to do is sign up with the pay-per-click

networks you enter your payment

information and you can start by

creating your first campaign we have

tutorials on our channel for how to get

started with campaigns with all the top

ad networks so if you want to get

started definitely check out our

tutorials and it's really easy to get

started I mean you just need to sign up

you need to enter your business

information you need to enter your

website and then you just get started

with creating your campaign and over

time what you want to do is test and

optimize so it

pay-per-click advertising worth it so I

think the key is testing and optimizing

your campaigns so I've worked with large

companies I've worked for large

companies they've run pay-per-click

advertising ads every single day I've

worked with companies that have million

dollar yearly budgets and ultimately

they're trying to drive more leads and

sales and when you're trying to rank

high in Google it can be very difficult

especially when we come back to this


so just for accounting software so just

to be ranked at the top here you're

still below four different links there's

all sorts of ads to the side there's

these links at the top so it's becoming

more and more difficult to get traffic

to your website just through organic

search so that's why a lot of companies

are running pay-per-click ads so it's

definitely worth it I think it's worth

it for businesses of all sizes but you

do need to test you do need more

knowledge of pay-per-click advertising

and the different pay-per-click ad

networks how they work and how to get

the best results for your budget so this

is our first lesson of our pay-per-click

advertising course basically what is

pay-per-click advertising and trying to

explain it for beginners so if you have

any questions leave them in the comment

section stay tuned for more videos in

our course and make sure you check out

Surfside PPC comm / pay-per-click

advertising - between each word and

you'll be able to keep up with our

courses and air mail to go basically

from beginner to intermediate hopefully

to advanced so you can learn everything

you need to know to get started again

thanks for watching our video today and

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