Pay-Per-Click Advertising

Pay-Per-Click Advertising

PPC is a great way to gain traffic. Instead of paying for a promise, you’re paying for an actual result – a click! With pay-per-click marketing, you pay only when someone clicks your ad.


As the name suggests, Pay-Per-Click advertising (PPC) is when the advertiser is only charged when a consumer clicks on their ads. These types of ads are displayed when users enter search queries which are relevant to the keywords you have specified in your ad.

PPC ads are typically displayed at the top and the right side of the natural/unpaid search results. YellowDog uses Google Adwords, a service which allows you to start with any size budget.


Google Adwords works via a system called an Ad Auction, which means advertisers bid on the keywords they want to trigger their ads. How well each advertiser competes in the auction is based on their Ad Rank. (The higher your Ad Rank, the higher your ad will be displayed.)


Ad Rank = Quality Score x Bid


A website’s Ad Rank is calculated by this formula: Ad Rank = Quality Score * Bid

Quality Score is determined by:

  • Expected clickthrough ratePredicts whether your keyword is likely to lead to a click on your ads.
  • Ad relevance A keyword status that measures how closely related your keyword is to your ads.
  • Landing page experienceDescribes whether your landing page is likely to provide a good experience to customers who click your ad and land on your website.


If you are not confused by the Adwords process (which is by NO means simple), then congrats! If you are like most people and are baffled by this confusing process, contact us to help you! We’ll take you step-by-step through the process and determine the most cost effective solution for your business.

The advertiser with the highest Ad Rank gets the top position. See the example below:


Let us help you make your online business more successful. We are your St. Louis pay-per-click advisors, and we are ready to work with you! Call or email us today for a free consultation.