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All lessons in Google Ads for Beginners Lesson 0.2 of 24

Module 0: Introduction to PPC

  1. 0.1What is PPC?
  2. 0.2PPC vs SEO vs SEM
  3. 0.3How the Google Ads auction works
  4. 0.4PPC platforms compared

Module 1: Planning Your First Campaign

  1. 1.1Setting PPC goals
  2. 1.2Setting a Google Ads budget
  3. 1.3PPC keyword research
  4. 1.4Google Ads keyword match types
  5. 1.5Negative keywords

Module 2: Building the Campaign

  1. 2.1How to create a Google Ads account
  2. 2.2Campaign and ad group structure
  3. 2.3Location, language, and schedule
  4. 2.4Google Ads bidding strategies

Module 3: Writing Ads That Get Clicks

  1. 3.1How to write responsive search ads
  2. 3.2PPC ad copy formulas
  3. 3.3Google Ads assets
  4. 3.4PPC landing page best practices

Module 4: Tracking Results

  1. 4.1Google Ads conversion tracking
  2. 4.2What is Quality Score?
  3. 4.3PPC metrics that matter
  4. 4.4Google Ads search terms report

Module 5: Optimizing and Scaling

  1. 5.1Your first 30 days
  2. 5.2Common Google Ads mistakes
  3. 5.3Your PPC action plan

PPC vs SEO vs SEM

Inside this lesson

  • The SEM meaning and how it relates to PPC and SEO
  • The real difference between paid vs organic traffic
  • When to use ads, when to use SEO, and when to use both

Short answer

PPC means paying for each click on a search ad. SEO means improving your website so it ranks for free. SEM, or search engine marketing, covers any effort to get traffic from search engines. Today, most people use SEM to mean paid search. Use PPC for speed, SEO for long-term growth.

What SEM means

SEM stands for search engine marketing. In the past, it meant both paid and organic work on Google.

Today, most marketers and job posts use SEM to mean paid search ads. When a client in Cebu asks for an “SEM specialist,” they usually want someone to run Google Ads.

Both bring visitors from Google. They work in very different ways.

Traffic over time: PPC starts fast and stops when you stop paying, SEO grows slowlyMonthsTrafficAds pausedPPC (paid)SEO (organic)
PPC brings traffic the same day but stops when you stop paying. SEO builds slowly and keeps going.
FactorPPC (paid)SEO (organic)
Cost per visitYou pay every clickFree per click
SpeedTraffic the same dayUsually 3 to 6 months or more
When you stop payingTraffic stopsTraffic keeps coming
ControlYou pick keywords, ad text, and budgetGoogle decides rankings
TestingFast, results in daysSlow, results in months
Best forSales now, promos, new businessesLong-term trust and free traffic

Think of PPC as renting a stall in a busy mall. Think of SEO as building your own store on a street that slowly gets busier.

When to use ads

PPC is the better first step when you just launched and have no Google rankings yet, you run a time-limited promo like a 9.9 or Christmas sale, people search with clear buying intent like “plumber near me,” or you want to test which keywords bring customers before investing in SEO.

SEO is the better first step when your ad budget is zero or very small, people search for information before they buy, like “how to start a sari-sari store,” and you can write helpful content over several months.

Many small businesses use both. Ads bring sales now. SEO lowers your cost over time. Keywords that convert in your ads also tell you which pages to build for SEO.

Try it: which fits my business?

Read each business situation and pick the best starting point.

1. A new milk tea shop in Naga opens next week and needs customers fast.
2. A freelancer has no ad budget but can write two helpful articles a month.
3. An aircon service has a steady ₱15,000 monthly budget and a blog that already ranks.
4. A brand-new gadget nobody searches for yet.

Common mistakes

  • Choosing only one forever. PPC and SEO work best together.
  • Expecting SEO results in a week. Organic rankings take months.
  • Running ads to a weak website. Paid clicks are wasted if the page does not convince people.
  • Mixing up the words in job posts. Ask the client if “SEM” means ads, SEO, or both.

Your action

Pick one business you know, maybe your own or a client’s. Write one sentence on why it should start with PPC, SEO, or both.

Key terms

SEM (search engine marketing)
Marketing on search engines, today mostly paid search.
SEO (search engine optimization)
Improving a site to rank in organic results.
Paid traffic
Visitors who come from ads you pay for.
Organic traffic
Visitors who come from free search listings.
Buying intent
Signs in a search that a person is ready to buy.

Questions beginners ask

Is SEM the same as PPC?

In everyday use, mostly yes. Strictly, SEM covers all search marketing, and PPC is the paid part.

Is PPC better than SEO?

Neither is better. PPC is faster. SEO is cheaper over time.

Can I do PPC without SEO?

Yes, but a well-built page helps your ads convert and lowers your cost per lead.

Related lessons

Want someone to run your Google Ads while you learn? The team at Remar Digital can help.