Demystifying Pay-Per-Click Advertising

How does pay-per-click advertising work, and what are some best practices for beginners looking to launch their first PPC campaign?

If you're doing Google Ads, PPC is about competing with similar keywords to yours in terms of targeting and bidding. If your maximum bid is $4, and Google determines that your cost per click is $2, then you'll have the opportunity to display your ad in that position. As a beginner, you can start with offers from Facebook Ads.

It sounds like you are having issues with targeting, measurement and thinking of the full funnel. If you drive traffic you need to make sure it's valid through targeting - if you get a bunch of likes what does that mean? Was that your goal? Why is that the KPI you are reporting? Why not look at CPM/CPC/CTR - things you can link closely to sales. Yes, PPC drives traffic but you need to action it to the best of your ability to see good sales otherwise you'll never get your money back