I’ve struggled to get the concept of “PPC” across to people many times. While my fast talking might play a role, I believe my approach was the bigger issue. Lately, my explanations of PPC – what it is, how it works, and why it matters to businesses – have been better received (based on feedback and my own observations). Since this is something every PPC expert likely encounters, I wanted to share what has (and hasn’t) worked for me when explaining paid search marketing to those unfamiliar with it.

Think About Your Objective

I believe education should always be the goal. Whether you’re selling PPC services, software, or promoting it within your company, focus on helping people grasp PPC and its mechanics. The key is to avoid overwhelming them with intricate auction details or granular best practices. Instead, aim to:

• Highlight the potential power of pay-per-click marketing.
• Explain potential PPC pitfalls.
• Provide a general overview of PPC elements and how they connect.
• Show them how to contribute to a PPC campaign’s success. One effective tactic is to answer every single question 100% honestly and thoroughly. While this may lead to initially providing too much detail, it helps managers and colleagues understand the level of detail they can actually use, eventually leading to more focused questions. Some try to create a mystique around PPC management or pretend there’s a secret formula. This often backfires, making it seem like you’re hiding something. The truth is: managing paid search campaigns is challenging. Putting in the necessary time and effort will impress people (and often overwhelm them a bit) with your knowledge and the expertise required for successful PPC. Answering all questions isn’t about giving clients or bosses a DIY playbook; it’s about showcasing your value and expertise.

Consider Your Audience

Understanding your audience’s knowledge level is crucial. They might have personal experience managing PPC campaigns, managed those who did, or be completely new to the concept. Before diving in, grasp their PPC background: their paid search experience, what previous managers did within campaigns, and any biases they hold towards PPC (e.g., too costly, addictive). From there, tailor your explanation to address these biases. Let’s focus on a persona I’ve found particularly tough to convince about PPC’s value: those new to it.

Explaining PPC to Novices

Below, I’ll outline a detailed explanation of pay-per-click search marketing. But first, some key points to remember:

• Use Google as Your Main Example – Mentioning other search engines is fine, but for those unfamiliar with search marketing, stick with Google as your primary example since it’s likely the most familiar search engine and company.
• Be consistent with terminology – I’m guilty of using SEM, PPC, pay-per click, AdWords, and other terms interchangeably. While fine in many contexts, ensure consistency and minimal variation when explaining to avoid confusing the listener.
• Be upfront about Google’s biases, but don’t make them out to be a monster – Explain Google’s motivations as a business aiming to profit, but avoid fueling unnecessary mistrust (you are helping them utilize Google’s paid search platform effectively).
• Come up with and use real examples – This makes the concept tangible – use a term relevant to their business and an irrelevant one to illustrate keywords and negatives.
• Give real-life anecdotes where possible – When explaining the value of negative keywords, use examples from their account or past experiences. Here’s an example explanation tailored for someone new to PPC, using the scenario of leasing apartments in Boston. Hopefully, the core elements are universally applicable.

An Explanation of Pay-Per Click (PPC) Marketing:

Essentially, pay-per click search marketing involves buying ads from search engines like Google. Unlike traditional websites, Google and others sell ads differently. Instead of placing banner or text ads on specific web pages, you buy ads triggered by specific search engine queries. For example, to rent out a Boston apartment, I can tell Google to display my ad when people search for terms like “Boston apartments.” I can even provide a list of desired terms, including “South Boston apartments,” “luxury Boston apartments,” and so on. This is powerful because it lets me answer a specific question (finding a Boston apartment) in real-time (here’s one!). Besides giving Google these keyword lists, I can specify how much each keyword is worth to me. For example, with a luxury apartment building, I might pay twice as much for “luxury Boston apartments” searches compared to just “Boston apartments,” due to higher searcher intent. However, Google faces a challenge: it’s nearly impossible for us to list every single keyword a potential renter might use. What if they search “best luxury apartments in Boston,” simply “luxury apartments” while in Boston, “high-end Boston apartments,” or filter by bedrooms, square footage, etc.? The possibilities are endless. To address this, Google lets us target not just “Boston apartments” but also terms they deem similar. While this helps capture traffic from relevant terms we might have missed, it can be problematic. Google might assume that bidding on “Boston apartments” means we also want to bid on “cheap Boston apartments.” While seemingly similar to Google, what if we offer luxury apartments? This is crucial because, as the name suggests, we pay per click. Here’s how the previous example might play out:

1. You bid on “Boston apartments” and create an ad for it.
2. Someone searches for “cheap Boston apartments.” Google, finding it similar, displays your ad.
3. They click, enticed by the “Boston apartments” mention, and land on your page.
4. Seeing the price, they realize it’s far beyond their budget and leave. This single instance might cost a dollar or two, but similar occurrences can accumulate, wasting money on unqualified leads. Therefore, Google allows a second list: negative keywords, terms we don’t want our ads to appear for. So, understanding both ideal and undesirable prospect profiles is key. Finally, we match keywords with ad text and landing pages. The goal is to craft compelling ads that stand out, attracting the right traffic, and direct them to landing pages that quickly and easily convert them. Understanding what differentiates you, compels prospects to click and convert, and qualifies them through ad text is vital. Note that I’ve omitted details like match types, intricate bidding explanations, and other nuances. While it depends on your audience, generally, keep it high-level with those unfamiliar with paid search, allowing their questions to guide you deeper. Still, aim for thoroughness, explaining various PPC components to highlight how things work and where their input can optimize spending. What about you? What has worked for you when explaining paid search’s mechanics and value to clients, management, and other stakeholders?