PPC questions and answers
Google Ads, Meta ads and Local Services Ads, explained by the team that runs the accounts. Learn what your budget should buy.
110 answers
How PPC works12
- Can PPC help a new business with no SEO traction yet?
- Can PPC help seasonal businesses?
- Can PPC work for high-ticket services like legal, dental, or home services?
- How does PPC work?
- How long does it take PPC to start producing leads or sales?
- Is Amazon Ads considered PPC?
- What are the disadvantages of PPC?
- What is audience targeting in paid ads?
- What is Google Ads, and how does it work?
- What is PPC (pay-per-click) advertising?
- What’s the difference between PPC and SEO?
- When should a business use PPC instead of SEO?
Budgets and costs14
- Do you have to pay if an ad gets impressions but no clicks?
- How do you avoid wasted spend from irrelevant searches?
- How much does PPC typically cost for a small business?
- What affects CPC, and why can PPC get expensive?
- What determines a reasonable PPC budget?
- What is a good cost per acquisition?
- What is cost-per-acquisition (CPA)?
- What is cost-per-click (CPC)?
- What is cost-per-thousand impressions (CPM)?
- What is return on ad spend (ROAS)?
- What’s a realistic ROAS for paid ads?
- What’s a realistic starting budget for Google Ads?
- What’s the difference between ad spend and management fees, and how do PPC agencies charge?
- Who pays for PPC clicks?
Keywords, ads and campaigns26
- How do ad schedules (dayparting) work?
- How do keywords work in PPC?
- How do PPC ad auctions work (including the Google Ads auction)?
- How do you choose keywords for PPC?
- How do you write ad copy that gets clicks and leads?
- How does location targeting work in PPC?
- How does radius targeting work for local businesses?
- Should you run ads 24/7 or only during business hours?
- What are ad extensions (assets), and which ones matter most?
- What are Google Display Network ads?
- What are Google Shopping ads?
- What are keyword match types (broad, phrase, and exact)?
- What are LSAs, and how are they different from Google Search ads?
- What are negative keywords, and why do they matter?
- What are responsive search ads (RSAs)?
- What are the main types of PPC campaigns?
- What is a PPC campaign structure (account, campaign, ad group, and ads)?
- What is Ad Rank, and how is it calculated?
- What is an example of a PPC ad?
- What is Microsoft Advertising (Bing Ads), and when does it make sense?
- What is Performance Max, and when is it a good fit?
- What is Quality Score in Google Ads?
- What is YouTube advertising, and is it considered PPC?
- What makes a PPC keyword high intent?
- What’s the difference between brand and non-brand search campaigns?
- What’s the difference between Search, Display, Shopping, and Video campaigns?
Tracking and reporting16
- How do you track form fills, bookings, purchases, and phone calls from PPC?
- How often should you review PPC reports?
- What are offline conversions, and how do you track them?
- What is a conversion in PPC?
- What is a good conversion rate for PPC?
- What is attribution in paid ads?
- What is click-through rate (CTR), and why does it matter?
- What is conversion tracking, and why is it required?
- What is Google Tag Manager, and when should you use it?
- What is the Google tag (gtag), and what does it do?
- What is the search terms report, and how is it used?
- What KPIs should you track for PPC?
- What should a PPC performance report include?
- What’s the difference between first-click and last-click attribution?
- Why do Google Ads and Analytics sometimes show different numbers?
- Why do PPC results fluctuate week to week?
Landing pages and leads13
- How do you avoid showing ads to existing customers?
- How do you handle spam leads from PPC?
- How do you improve lead quality from paid ads?
- How do you reduce cost per lead without losing lead quality?
- How long should a remarketing audience duration be?
- Should PPC traffic go to the homepage or a landing page?
- What are retargeting ads, and how do they work?
- What is a good cost per lead?
- What is a landing page, and why does PPC need one?
- What is remarketing (retargeting)?
- What makes a landing page convert?
- What’s the difference between lead generation ads and eCommerce ads?
- What’s the difference between prospecting and retargeting campaigns?
Managing PPC14
- Can you run PPC ads yourself, or should you hire an agency?
- How do you improve PPC performance over time?
- How often should you optimize PPC campaigns?
- What are the most common Google Ads mistakes?
- What can go wrong with a bad PPC setup?
- What does a PPC manager do?
- What happens after a PPC campaign goes live?
- What is a PPC audit?
- What is a PPC service?
- What is A/B testing in PPC?
- What problems does a PPC audit usually uncover?
- What should you look for when hiring a PPC agency?
- What should you test first in a PPC campaign?
- Which platforms does PPC or paid advertising cover?
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