WordStream Google PPC Beginners guide

Google’s PPC program, AdWords, is the most popular Pay Per Click advertising program. You can benefit from PPC advertising if you are adversely affected by Google updates and your website disappeared from search results or you simply want to boost sales and make more money.

A well-planned PPC campaign can be a quick and profitable solution to your internet marketing woes, provided you know how to do it right. WordStream has a detailed and easy to implement, 4-part Google PPC guide for beginners.

Let’s find out what this guide encapsulates.

Part 1: Introduction of PPC ROI 

The topic is self-explanatory of what it covers. Spending a dollar to make $10 is one thing, but spending $10 to earn $1 is another. It is easy to get wrong with PPC advertising which is why fundamentals must be learned.

Return of Investment (ROI) is not a concept associated only with Google PPC advertising but it is a basic business school fundamental. The first part explains in detail the concept of PPC ROI and makes a difference between success and failure.

We found it to be a comprehensively put together chapter explaining the pitfalls of PPC campaigns and how to avoid them. If you want to gain a significant return on your PPC campaigns, we suggest you start learning the basics here.

Part 2: Setting your PPC goals

What can be measured, can be improved!

This is the gist of the second part of WordStream’s Google PPC beginner’s guide. Most people go wrong with PPC advertising because they are not aware of what metrics to focus on. You will learn about the most important metrics associated with Google PPC campaigns that include:

CTR (click-through rate): It is calculated by the simple formula:

How good your CTR is dependent on several factors, but simply put if at least 2% of your impressions results in a click, then you are doing okay.

Conversion Rate: How many clicks result in an actual sale or end of the goal. If your conversion rate is worth it or not, depends on your Cost Per Conversion.

CPC (Cost Per Click): It includes two definitions-amount you are charged for AdWords click and the average amount you are paying for a click for any given period.

Cost Per Conversion: This is the reality check of your Google PPC campaign that indicates whether you are making or losing money on your campaign.

Quality Score (QS): It is a score from one through ten assigned to each of the keywords. The higher the QS, the less you pay for your ads. Google calculates QS based on several factors.

Learn more

Part 3: The Landing Page Dilemma

It is an epic waste of time and money if your PPC campaign is not directed properly. It means redirecting the leads to a specific landing page and not the home of your website.

When created right, the effective landing pages work symbiotically in association with the targeted keywords and the ad to boost CTR, QS, and CR. You learn about creating landing pages in this part.

Part 4: Finding Your Keywords 

We got impressed with how WordStream has devised a simple methodology to develop a list of “keywords that work.”

They have elaborated a three-step keyword finding strategy that depends on answering:

  • What are you trying to accomplish?
  • Who are you speaking with?
  • How to perform the keyword search correctly?

Learn more here.


Google PPC campaign success stories are abundant, but there are many more ways to fail as well. To be profitable you need to understand the depth of pay-per-click advertising as aptly demonstrated by the WordStream Google PPC guide.