PPC 101: Pay Per Click for Newbies

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So, you’re finally thinking about including some paid search ads in your online marketing strategy? Awesome. As a newbie, you may be wondering where you even start, or what to ask when talking to professionals at an online marketing company like OrangeSoda. Of course the PPC strategists will know exactly how to guide your campaign, but here are a few basics of PPC to help you stay on the same page.

Keyword Lists

PPC campaigns are based on popular keywords that are directly related to your business. Your PPC strategist will make sure you have the right set of keywords, so the right type of consumers are not only clicking on your ads, but actually purchasing your products.


You may run a plumbing business in California, but may not be interested in customers all over California. PPC strategies will help you set up effective keywords that target only the type of customer you are interested in pursuing. Targeting is the perfect way to make sure your ads are turning into paying customers.

Conversion Tracking

Your PPC strategist may say you have the right keywords and are targeting the right audience, but how do you really know? By setting up conversion tracking code on your website, you will be able to determine what your cost per acquisition (CPA) is. This is important to help you determine if they keywords you are paying for are giving you a bang for your buck.

Multiple Ads

You never know what consumers are going to respond best to until you start running ads. When you first start, don’t limit your ads to just one. Branch out, write a few fun ads with great ad copy, and target different keywords. Then you can see what approach is best by monitoring your keyword bids and ad rank.

Stay Organized

There are loads of different ways to track your account, but it may be difficult to decide on one tracking system, or it may be difficult to do on your own. Consider hiring a professional PPC strategist from OrangeSoda to keep all the data organized for you. Then, all you have to worry about is reading the reports they send you.