While all aspects of online marketing have their intricacies, I’d argue there’s no discipline as misunderstood and at times underappreciated than pay-per-click, or PPC, advertising.
On the surface, a business owner might get the basics of PPC. These are the ads that hang out at the top of the Google search results page, driving users to specific websites. Entrepreneurs might even understand how the ads are placed: through a complex system of bidding on target search terms.
If you’ve always wanted to know a bit more about PPC and all it encompasses, we’re providing a few tips you can use as a newbie to create an effective campaign — or at least to recognize a good campaign when you see one.