PPC Advertising

Updated: June 14, 2018

PPC AdvertisingPreamble

The PPC advertising (Pay-Per-Click) is a process (method) of advertising in which the Advertisers pay for each ad clicked (visited). Usually for PPC advertising the network advertising platforms such as Google Adsense, Media.net, Infolinks, Chitika, Bidvertiser and other are used. The networks of this level are highly trusted by very many Advertisers and Publishers to earn revenue online.

Clickbank Affiliate Marketing

The basic meaning of the method is very simple – the PPC Advertisers bid on specific keywords to have their ads show up, and it also referred to keyword advertising. So, PPC advertising can only be successful if you’re bidding on the proper keywords and it can be extremely profitable if it is done properly. But to be successful with PPC, you need to know – which keywords will give you the best results. This fact is crucial!

For the most successful choice of keywords, on the Internet there are lots of practical advice, PPC guides and PPC tools. For the highest quality development and use of your pay-per-click campaigns you need to be armed with a quality PPC guide, also it is good to have at your disposal the keyword tool which will help you to choose profitable keywords for your pay-per-click campaigns. Some of these things you’ll find on this page.

So, here we discuss:

  • The Features of PPC Advertising
  • The Steps to Keep Running PPC Campaigns at Peak Performance
  • How to Provide Quality Tracking for All Your PPC Campaigns?
  • Other Most Common Pricing Models (CPM and CPA)
  • Best Training for PPC Advertising

1. Features of PPC Advertising

In order to successfully start using PPC traffic you first of all should be familiar with its basic features. So, we note here 3 main features:

  • The high-speed of getting traffic (The high-speed of getting traffic (you begin to receive it almost immediately after your advertising campaign is approved, it may take 2-3 days).
  • The ability to use the same network as an Advertiser or/and as a Publisher (you can show your PPC ads on many other websites and you can display on your website the PPC ads of other people also).
  • The criticality of keyword selection to meet success (this is the most difficult and key moment, as a bad choice of advertising product and keywords for pay-per-click campaigns – the probability of money loss will increase.).

PPC AdvertisingBeing applied correctly, the PPC advertising can be an extremely effective tool to help get targeted traffic directly to your website. The problem, however, is that many marketers are often willing to jump on board with pay-per-click campaigns – but as soon as they’re set up, they don’t know how to hold them running without problems and effectively.

Let us emphasize the paragraph below the primary steps that outline a cycle that can help you hold your PPC campaigns operating at peak overall performance. Following this cycle on a regular base (as a routine maintenance plan for your PPC campaigns) you’ll get better and better results.

2. PPC Campaigns at Peak Performance

 a) Prepare Your Ads Carefully

You should be very clear about – what happens after a visitor will click on your PPC ads. This means that the advertised product or service should be selected and your target web page (URL) should be completely ready and tested (often it is a Landing Page or a Squeeze page). It is desirable that the product description on the web page include the same keywords that you use inside of your pay-per-click campaigns.

At this stage, it is necessary to choose products that are in big demand for buyers. Often, it’s not so easy to do due to lack of data. If you take products at marketplaces (like Amazon, ClickBank, Warrior+Plus, JVZoo, etc.) carefully study provided the characteristics of a product’s sales.

b) Research and Add New Keywords

Keyword research is a crucial aspect of pay-per-click campaigns. PPC marketing can be effective only when chosen keywords are most relevant, have a significant competitive chance and essential returning on investment ability. So, before you start spending money on PPC pick up the keywords for each of your advertised product or service.

When you are choosing PPC keywords, don’t just think about the product’s features and list them by keywords usage. Think more about the problem that your product solves! Simulate how a potential client might ask about it. Remember, the most effective keywords for search engine optimization (SEO) and PPC are not actually the same. So you will need to think in a different way and research especially for PPC. Success depends on choosing the keywords and keyword phrases that will be most cost-effective.

Your keyword research target for pay-per-click campaigns is to find choices that are specific enough to your online business and products to split you from your main competition. Using a range of specific keywords can help keep up the ad display frequency while keeping CPC lower. Look for even more specific niche keywords, as they can be even much more beneficial.

c) Tools to Identify Potential Keywords

There is a big number of tools you can use to find the potential keywords and phrases for targeted PPC ad groups, to verify the probably value keywords and to make sure you are not missing out search trends.

We urge you to explore the possibilities of the following tools:

We also recommend you check the list of tools proposed by Shoe Money Tools. It is a membership website which offers complete access to many tools you need: Search Engine Optimization (SEO), Link Building, Social Media, and Pay-Per-Click (PPC). They also give good quality video tutorials and guides on how to use these tools, including on PPC advertising campaigns.

d) Best Networks for Your PPC Advertising

Below we give the listing of sites which provide quality PPC advertising services and which are the most appropriate because of their extended stay in the market and their big experience. Also, they offer targeted traffic for different online market niches. Regardless of the similarities, each PPC network has its own features. Please, properly read the rules in every case. Do not ignore to execute tracking and timely to adjust your promoting campaigns.

By creating an account on these PPC advertising networks you can use them as an Advertiser or Publisher. As an Advertiser you can run your PPC ads and pay for the service in accordance with the selected keywords and rates. As a Publisher you can locate PPC ads on your website and get paid. So, it can run in two directions.

Google AdSense

Google AdSense is one of the most effective PPC based networks for Advertisers and Publishers. So you can run your ads as an Advertiser on this pay-per-click advertising and marketing network and start receiving new targeted and easy-to-convert leads in just minutes. In brief, Adsense is a bid based PPC network and there are plenty of advertisers in many market niches. Also, Google Adsense offers highest PPC rates and show more targeted ads related to content which increase the CTR rate and helps you to earn revenue. The rates vary on the basis of relevant and irrelevant ads and are between $0.02 – $15 per click (they mainly depend upon the location of the visitor and the niche of the website or blog). They provide a very efficient mechanism to manage your pay-per-click campaigns and budget.


Media.Net is a contextual Ad Network by mixed Yahoo and Bing advertising and operated by Media.Net. It is one of the most effective alternatives of AdSense. Its CPC rates are beneficial, and it is also bidding based on CPC. Media.net turned out to be most popular for advertisers and publishers within a couple of years and tends to make best place in the PPC advertising business model. Unfortunately, if you don’t get AdSense approval (or your account is closed for unclear reasons) then we recommend you to use Media.Net.


Chitika is a well-known and popular platform of PPC advertising on the bases of search targeted ads and it provides only organic traffic. Chitika presents your ad to the right user and at the right time. Ads are optimized and delivered to Chitika’s network of high-quality Publishers. So you will generate earnings from clicks if you have very good visitor flow from search engines. Also Chitika provides the highest PPC rates as compare to others, but little bit low as compared to AdSense. On the other hand it is a good alternative to AdSense. Chitika also has the Referring Program by use of which you also can refer others for using Chitika ads (you will earn 10% of a Referral for 10 months). You can show Chitika with Adsense or Media.net also


Infolinks is the in-text link based PPC advertising network. The Advertisers can use the account manager to create their Infolinks pay-per-click campaigns. The Infolinks platform analyzes the content of every web page in real-time (websites where your ad is placed), determining context and user intent. This produces an engaging atmosphere that will yield the effects your campaign should get. From the other hand, if you are a Publisher and you have textual content based rich website then Infolinks is the best choice for make  revenue. The finest part of Infolinks is they don’t need place for banners. Infolinks show targeted ads for any related keyword from you content. You can also use Keyword Tag cloud from Infolinks on you website (or Infolinks can be used as search ads). Infolinks don’t cover the spaces, so that is why you can use other ads (such as, banners from AdSense or other alternative to earn more revenue for your website content.


This network is also just one of the most effective alternative for other in-text based PPC advertising networks. Also, Clicksor is one of the very best and popular platforms for Advertisers and Publishers. It has several advertising formats but the main are in-text ads and contextual banner ads. The Clicksor divides Publishers in two groups on the bases of total impressions. This service is CPC bid based and it offers less CPC rates as compared to above networks. If also offer the Reference Program (you may earn 10% income from the Publisher you refer for using Clicksor).


In situation you do not know Bidvertiser – it is a pay-per-click advertising network. If you promote with them your ads will be shown on other websites and you will only be billed when someone really clicks on your ads and visits your website. Bidvertiser is a bit like Google Adwords, only much less expensive. At the moment they are giving $20 worth of free clicks. It only takes a couple of minutes to sign up and build an ad and there is no need to pay anything. It is also a best choice if you are not capable to get an approval from AdSense or Media.Net. Bidvertiser is also the well-known and oldest advertiser platform. Its CPC rates are not too much high simply because they don’t have too many advertisers. So, there is no comparison with AdSense power. Its CPC rates range from approx 0.02 to $2.

3. Tracking for All Your PPC Campaigns

At PPC advertising use the results tracking is of particular importance as it allows in time to identify the most profitable options of your pay-per-click campaigns and this protects you against loss of money. This is especially important when you have lots of PPC campaigns in work on a number of PPC advertising networks.

To do tracking for PPC campaigns the special tools (software) are used, both paid and free.

For tracking PPC advertising (PPC campaigns) the most powerful and popular are the tools:

  1. Google Analytics
  2. Prosper202, CPV Lab
  3. Bevo Media
  4. LinkTrackr

We suggest you first learn the following PPC Campaigns Tracking Tools:

a) Google Analytics

One of the best free PPC traffic tracking tools is – Google Analytics.

Of course, this tool is primarily focused on tracking PPC at Google network. Nevertheless, if you actually want to use this tool to track your PPC campaigns on other networks (like Yahoo, Bing) you will have to do some modification in order to provide the same data from these PPC networks to appear in Google Analytics. So, you will need to create unique PPC destination URLs for all of your PPC ads. These customized URLs should include needed parameters to help Google Analytics show information about the PPC campaigns that you are managing on other networks. To make it easier to create these URLs is to use Google’s URL Builder Tool. Once you start running ads with the new destination URLs, Google Analytics will instantly begin obtaining and showing data on visitors and web page views generated via your PPC campaigns.

b) Prosper202

(Provides free and paid service)

The Prosper202 tracking software is mentioned most often when online marketers talk about tracking PPC and CPA campaigns. That is possibly because Prosper202 software is the only free, self-hosted script available on Internet. The most significant plus point here is certainly the cost. But be informed that Prosper202 does not come with support service. There is a community support forum, but you’ll depend on other user’s answers and if you run into serious problems, you can be alone with them.

So, if you do not know how to install and manage Prosper202 package and require more help, you can sign up with the hosted release – called Tracking202. The price begins from $5/day (near $150/per month) for 100,000 clicks per month. But anyway you can start for free as the software is very reliable and provides detailed instructions for installing.

4. Other Pricing Models – CPM and CPA

Besides PPC pricing model, there are other most common pricing models, like CPM and CPA, that can be used to get targeted paid traffic to your business website.

a) CPM Model

CPM stands for Cost-Per-Mille (mille is Latin for “thousand”). The Advertisers running CPM ads on networks set their desired price per 1000 ads served, select the specific ad placements (on which to show their ads), and pay each time their ad appears. CPM ads can be either text or image ads and are always placement-targeted.

CPM model is used very often and also by very big networks, including AdSene, Facebook, and LinledIn. In addition, there are a lot of ad networks that specialize in this model. We recommend you to check the conditions of getting CPM traffic from the networks listed below:

  1. SitesCout (AdBribe)
  2. Epom Market
  3. Tribal Fusion
  4. Casale Media
  5. ValueClick Media

b) CPA Model

CPA stands for Pay-Per-Action. It is an online advertising pricing model, where the Advertiser pays for each specified action (a form submission, a purchase, a sign-up, and so on) linked to the advertisement. CPA is the best deal for Advertisers in terms of risk because they only pay for the media when it results in a sale, or conversion against their campaign goal.  At this level, advertisers can pick the most they are willing to spend for a sale and can basically set an unlimited budget and forget about it.

We recommend you to look at the conditions of getting CPA traffic from the networks listed below:

  1. PeerFly
  2. MaxBounty
  3. Affiliate Venture Group
  4. AdscendMedia
  5. CPALead

5. Best Training for PPC Advertising

On this page we give some recommendations on the use of the most effective programs on PPC marketing and advertising, which you can use not only to get high quality training on getting PPC traffic but also to to better know how to promote your business using cheap paid PPC traffic.

a) PPC Coach

ppc advertisingThe PPC Coach is a membership website that gives comprehensive PPC training to the Internet marketers (including complete beginners). There is training on almost everything you need: market niche research, composing ads, choosing offers, setting up landing web pages, others.

The website provides professional training on every little thing you need to succeed with pay-per-click advertising and affiliate marketing. It’s hard to find a better resource to learn what is pay-per-click and how to use it for moneymaking online.

PPC Coach offers you video training, tools, articles, and even training from skilled PPC marketers. They have a step-by-step video program which you can follow regardless of whether you’re a beginner or advanced PPC online marketer. Also, there are many other materials on working with CPA networks, as well as information on the other search engines, such as Yahoo and Bing.

The next big part of the system is the tool’s section. There is a campaign creator, keyword wrapper, keyword organizer, content network tool, landing page generator, calculators to help you determine your PPC advertising costs and earnings, etc. The PPC campaign creator is of big value as there are applications performing the same things but which are sold at a price not lower than for $200. All this allows you to group keywords, create ads, and launch pay-per-click campaigns with no problems. The greatest advantage of the membership is that there is a coach readily available to help you move forward. You can ask questions and consult for feedback if you find yourself cornered with any issue. The coaches are experts in PPC traffic and they are ready to help.

b) PPC Academy

The PPC Academy is a membership website created by Pierre Lavasseur and Louis Alcantara. It will train you in how to generate the most successful pay-per-click campaigns.

You’ll study all the techniques and get the tools that will improve your response rates and conversions for your business website PPC traffic. These techniques can be applied to both online and offline products or services. It will help you to know better what is pay-per-click and how to use it.

So, PPC Academy is a PPC search engine marketing training application, concentrating mainly on Google Adwords (but it also covers Microsoft Ad Center, Facebook Ads, and also Miva). Program membership has: Easy-to-follow video tutorials; Hundreds of PPC training videos; Articles and case studies; Unlimited 1-on-1 support from the coaches; Access to several keyword tools and other PPC tools, etc.

PPC Academy now costs only $10.00 per month (with a 7 day trial only for $1.00). 

6. Conclusion and Notes

On PPC advertising in the Internet there is a lot of information, including a detailed PPC method description, instructions, advice, training programs, etc. However, we decided to present here just a few considerations that we believe are fundamental.

So, we advise you to pay special attention to the following:

When starting a PPC advertising campaign for the first time, just target on one or two of your best products or services. Be sure to stay away from advertising everything your business sales from your website, as a large range of promotions can quickly expose your budget.

Keep your ads simple and direct when getting started. Your ad text should contain keywords from the corresponding ad group. Matching the keywords in an ad group with the ad text will help with relevancy. Don’t start your pay per click campaigns until a specific group of keywords is not composed thoughtfully.

Don’t be lazy and track conversions. One of the great benefits of PPC traffic is the ability to accurately track individual clicks to conversions and sales. There are several different ways to track conversions. You can utilize AdWords’ build in tracking, Google Analytics goal or event tracking, or a third-party web analytics tracking platform. No matter which works best for you, the conversion tracking is essential to optimize your account.

Don’t set it and forget it. One of the biggest mistakes is creating campaigns, setting them live, and then checking back in a month later (or never again). Successful accounts need to be monitored and optimized regularly. So, try to set aside a minimum of 30-40 minutes every week to check your PPC advertising campaigns, as making small adjustments to them can help save a lot of money.

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