PPC – Pay Per Click
An advertising model where payment occurs only on click. Includes Google Ads, Meta Ads. Allows budget control and instant measurement.
In practice
PPC is the 'faucet' — you control when it's on and off. The moment you turn it off, traffic stops. That's why PPC alone without SEO isn't a long-term strategy.
Common misconception
'PPC is expensive.' PPC that returns a ROAS of 4 on a 30% margin is profitable. Managing it without weekly oversight burns 30-40% of the budget.
How to fix it
Is budget running out fast? (1) Search Terms Report — remove irrelevant terms, (2) Match Type — Broad Match eats budget, (3) Negative Keywords — at least 50 to start.
Example
A shoe store: Broad Match on 'shoes' sent 60% of spend to irrelevant queries. Exact Match on specific products saved $2,200/month, and ROAS went from 1.8 to 3.9.
Priority
A weekly 30-minute audit: Search Terms, Quality Scores, Negative Keywords.
Related terms
Keep learning. Metrics that touch the same area:
- Landing PageMarketingA dedicated page for a campaign, focused on one goal. No distracting navigation, one clear CTA.
- eCommerce / Electronic CommerceMarketingAll business activity conducted online — showcasing products, ordering, payment, shipping, and post-sale service. The backbone of every online store.
- CPC – Cost Per ClickMarketingThe price an advertiser pays each time a visitor clicks the ad. Influenced by competition, Quality Score, and landing page relevance.
- CPM – Cost Per MilleMarketingThe cost of advertising per 1,000 ad impressions. A key metric in awareness-focused and brand-building campaigns.
- CPA – Cost Per AcquisitionMarketingThe amount it costs to get a customer to complete a desired action. A core profitability metric — if CPA exceeds gross profit, the campaign loses money.
- CAC – Customer Acquisition CostMarketingTotal marketing and sales spend divided by the number of new customers. Always compare to LTV. A healthy ratio: LTV at least 3x higher than CAC.
Jimmy tracks your PPC – Pay Per Click, automatically
WhatsApp alerts when something important changes. No dashboards, no hassle.