Pay Per Click (PPC) Marketing

Pay Per Click Marketing (PPC) or Paid Search is the most basic and widespread type of advertising used on the internet. It is a model of internet marketing that conducts targeted ads in main ways: brand awareness or nurture relationships, getting possible and existing customers based on their location, device, interest, search path, visited pages on your website etc.

Here at Rum Doodle, our team delivers growth and results anticipating business expectations and users needs. Our expert team will help you get a proper marketing campaign, targeting defined and different (ideal) audiences with the right messages so that your business will be noticed in an efficient manner.

If it is basic why is it popular? 

PPC is the most cost effective advertising model and easiest to control and manage. It is the fastest way of getting valuable traffic and fast revenue. It is popular because businesses are setting up budgets in the first place. It is also the only model of advertising that allows tracking and measurement in an accurate manner.

Search Advertising

Search Advertising means paid ads (sponsored links) in the Google search results. Contrary to TV or any other offline advertisements like radio, billboards etc. paid search advertising can be targeted to the right group of possible customers with way less and better return of investment.

We are bidding against competitors for a better place. The main trick of the business is to gather all possible long-tail keywords, and bring all possible customers to the product (landing) page.

Wide keywords like “Real Estate” in the search advertising campaign will not bring any money and it will be very costly to maintain it’s visibility in SERP or at the top of result page on Google. The right and proper keywords and keyword phrases like “Kitzbuehel apartment for sale” or “House for sale Kitzbuehel” will attract possible customers really fast and make a huge difference in advertising. Rum Doodle’s team are always conducting research on proper keywords, competitors, market and customers so that your search advertising bring’s back the most effective results.

Combining Search Engine Optimization (SEO) with a PPC campaign is extremely important. It helps lower the cost of ads and gather natural search results. Seeing your website in the best possible position on SERP, users are having a psychological impact that your business is investing in user experience and this makes it important.

pay per click

Display Advertising

In the display advertising marketplace – the images or videos are involved in various forms, depending are you advertising on Search Engines or Social Media. Keeping the look of branded display ads on social media and keeping them recognisable is very important. Advertising on social networks like Facebook, Instagram, Linkedin and Twitter includes text and image or text and video which helps stand our from all others. Also, the most important thing about display advertising – it is often used to keep up good support from your side and good relationship with existing and potential customers.

There are many common ways of advertising on social media, Rum Doodle will ensure that your advertising is unique and stands out from commonly used banners and memes…Google also recognise unique content and rank accordingly


Re-marketing campaign, besides email marketing, brings the best return on investment. If someone visits any of your pages, you (we) can target them with the same or similar ad. It includes setting up Google Tag Manager, Analytics, Search Console, code on your website and of course Google Ads.

How it works? If someone visited your offer page like “two bedroom apartment”, we can target him next X days with the same ad almost all over the Internet. This type of advertising brings the lowest cost and best ROI.


PPC Explanation

Image: results in Google search page (SERP). Keyword phrase: “apartments new york rent”. Red: explaining it is search ad. Blue: Sitelink extensions which are set via Google Ads

There are several ways of investing in Search Advertising

All variations of PPC can be divided into two ways of paying for the running of the ads: flat rate and bid based PPC. In the flat rate a fixed amount is required to run the ads but in Bid based model you are requre to be involved in a private auction where you are bidding for the best possible place for lowest amount possible depending of various things like weight of the keywords, location, what day and time it is etc. The highest bidder is ranked highest as in the image above.

Pay per click (PPC) or Cost per click (CPC)

This is a pricing model which is changeable every time a user clicks on ad. Cost per click is not measured as a constant, it is measured as an exposure of the ad. It helps control the budget and specific targeting but the downside is if someone is bidding for the same keyword or keyword phrase and it is less predictable because you don’t know how much traffic it will get.

On the image you can see CPC in action and that is what Google Ads are most famous for. You can see CPC Google Ads in search results or at the top of your emails if you are using Gmail. Google only charges advertisers if user clicks on the ad. 

Cost Per Mile (CPM) or cost per impression or cost per thousand

This is pricing model which charges a flat rate for 1000 times of displayed ad or “fire and forget”. So, it is a flat rate of times the ad was shown. This is mostly used for branding purposes or branding campaigns. The good side is you can clearly measure how much you get per click and you can know exactly how many  times the ad is shown. The downside is: your ad can be shown to the same user multiple times.

Cost Per Action (CPA), cost per acquisition, cost per impression and cost per lead

This is pricing model most used in affiliate marketing. CPA is such model where the payments are only made when users are performing some action like click on ad or an even better explanation: the only model that drives the action. Often, this type of advertising is converted to process where users go deeper than just clicking on ad, so it turns out the user made some other engagement and converted itself to a lead. Usually this model costs more than all other PPC models, requires involvement of data protection procedures and is usually avoided due to high cost.