• Steele Walster

Pay Per Click (PPC) Explained

Updated: Oct 17, 2020

What in the world is PPC?

PPC refers to Pay Per Click, a form of digital marketing in which advertisers will pay a fee for each click on their advertisements. Basically, you are buying traffic to your site rather than growing that traffic organically.

There are six types of PPC Marketing but the most common, and arguably useful, is paid search advertising. These ads will appear when someone uses a search engine, particularly when they are executing commercial searches, i.e they are looking to buy something. The other types of PPC Marketing include display advertising, social media advertising, remarketing, and Google Shopping.

How does it work??

Advertisers can’t just pay more to place, their ads more prominently than competitors, rather ads are subject to an Ad Auction. The Ad Auction is an automated process that major search engines use to determine the relevance of ads that appear on their Search Engine Results Page, or SERP. The Ad Auction is a bidding system, meaning advertisers bid on keywords, the words or terms that trigger their ads.

Google Ads?

Google Ads formally Adwords, is the most popular PPC advertising system in the world and is essential for advertisers that want their ads to show up on Google. Each time a search is initiated, Google chooses a number of “winners” from the pool of Ad Advertisers to appear in the valuable ad space on its search results page. These “winners” are chosen based on the quality and relevance of their keywords and ad campaigns, as well as the size of their keyword bids. Conducting PPC through Google is incredibly valuable, as Google gets huge amounts of traffic every day. Microsoft have their own PPC advertising platform called Microsoft Advertising. Formally known as Bing, it operates much the same way. The same goes for Yahoo (Gemini), Yandex and Baidu.

Creating an effective PPC Campaign

To create a successful PPC Campaign, there are a few variables to focus on.

  • The quality of your landing page; does your landing page have clear, concise and relevant language with a clear call to action?

  • The relevance of your keywords; think relevant PPC keyword lists, tight keyword groups & proper ad text.

  • Quality score; this is Google’s rating system, advertisers with better quality scores get more clicks at lower prices.

  • Creative; your advertisement should be enticing to your target audience, drawing them in.

Once a campaign has been created, it will have to be managed regularly to ensure their effectiveness. Continuously monitoring, updating and tweaking your PPC Campaign is the easiest way to ensure success.

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