Pay-per-Click Advertising – Part 3

Main PPC Platforms

When it comes to PPC it usually means using one (or both) of the two main platforms: Google Ads and Bing Ads.

What are these ad sources?

Google Ads

Google Ads (formerly known as Google AdWords) is an advertising platform that allows you to run search and shopping ads on Google, YouTube video ads, Gmail ads, and display ads on the Google Display Network (GDN).

It is the most popular PPC platform and offers many opportunities for almost any business to succeed in the channel.

Microsoft Advertising (Bing Ads)

Bing Ads, also known as Microsoft Advertising, is similar to Google Ads and allows you to advertise on Bing, Yahoo, and AOL.

In terms of management, the two platforms are very similar; the main difference lies in the market size and prospective ​coverage.

Other ad networks:

Google Ads and Bing Ads aren’t the only ad networks you could use to promote growth with PPC; they include the following:

    • Bidvertiser
    • RevContent
    • AdRoll
    • Facebook Ads
    • BuySellAds
    • AdBlade
    • LinkedIn Ads
    • Twitter Ads
    • Amazon Ads
    • AdRecover

Fundamentals of search advertising campaigns

For most companies, search and shopping campaigns are the main ad formats they use. For a successful advertising campaign, both the advertiser and the specialist have to deal with the following entities:

Campaigns and ad groups

In the basic structure of search ads, an account is divided into “campaigns” and “ad groups”.


Unless you’re setting up a large account, you’ll usually only have a small number of campaigns in your account. A campaign contains several ad groups, which in turn contain ads and keywords.

As an example, let’s say you’re a car dealership. You can set up separate campaigns for “used cars” and “new cars” to separate budgets, targeting, and other settings.

Ad groups

Ad groups are found within campaigns. This is where both ads and keywords are placed. You can think of ad groups as specific ad groups that are triggered by keywords.


Keywords trigger ads on Google. When a user runs a query, the keywords used in the ad account are matched to the query to show ads.


googleads - Pay-per-Click Advertising - Part 3

Ads are what show up in search engine results when you successfully win a bidding auction and they entice the user to click.

Fundamentals of Shopping Campaigns

If you’re running an eCommerce store, the most effective PPC ad format is likely to be shopping ads, as they allow you to show your products right in the SERPs with clearly displayed images and prices.

The main difference from regular ads is that you can’t enter your own keywords for this campaign type (but you can control visibility with negative keywords). Shopping ads are triggered by terms related to your product title, description, and landing page copy.

googlshoppingads - Pay-per-Click Advertising - Part 3

Google Shopping Center

To run Google Shopping Ads (as well as take advantage of free product lists), you’ll need to set up a Merchant Center account to get your products listed on Google.


Contextual advertising can and should be a profitable marketing channel for your business. It brings many benefits that others don’t, and it’s relatively easy to get started on the most popular platforms.