A simple approach to Pay Per Click

Information and key concepts for understanding the workings of paid advertising on the web

Stefano Calicchio

• Publisher: Stefano Calicchio
• Year: 2021
• ISBN:
  9791220273619
• Topic: Business
• Subtopic: Business General
• Index: Business

This book is designed to provide simple, practical and effective answers to the main questions concerning the creation of a well-drafted PPC (pay per click) plan and its operating mechanisms. The objective: to allow the reader a good understanding of the subject, using a text that is sufficiently short so that he or she can finish reading by taking advantage of the many moments of waiting and stalling during the day.
Among the topics covered within it, you can find out - what pay-per-click is and how it is created;
- how to properly organise your PPC activity;
- what are the key points to leverage to get good results with this advertising strategy;
- how to create a landing page that makes the most of the visits it receives;
- how best to manage active campaigns;
- how to turn keywords into customers;
- Finally, what mistakes should be avoided when using paid digital advertising. In this guide you will find all the information you need to understand how pay per click works on search engines and social networks, what work is normally done by a paid online advertising expert and how long it takes to get the desired results. All of this is covered in a 7-word programme designed to enable the reader to quickly acquire a good level of competence on the subject, and thus be able to hold effective conversations with suppliers, colleagues and superiors.

Self-assessment tests

This guide ends with a call to action!

The following questionnaire is designed to help the reader consolidate the theoretical and practical notions outlined above, through an exercise that is both fun and educational. Knowing and understanding how PPC works and its fields of application can be quite difficult at first reading.

The test is designed to return to some of the most important passages in this guide in order to consolidate the fundamental concepts. You will find a series of multiple-choice questions to be answered by indicating the correct sentence. At the end of the test, you will be able to read the solution keys to the questions.

1 - What is PPC?

1. A system that allows online advertising based on the natural indexing of a site.
2. A system that allows you to advertise online by paying per click.
3. Software that scours the web for advertisers.
4. The activi...

Table of contents

• Cover
• A SIMPLE APPROACH TO PAY PER CLICK
• Table of contents
• How this book works
• Introduction
• What is PPC?
• How do you organise a PPC activity?
• What are the key elements in PPC?
• How to create a landing page for PPC?
• How do you manage a campaign?
• How to turn keywords into customers?
• What are the most common mistakes in PPC?
• Conclusion
• Self-assessment tests
• Solutions