If you’ve ever noticed advertisements appearing in search results for Google as well as other engines then you are familiar with pay-per-click or PPC, or advertising.
What Is Pay-Per-Click Advertising?
PPC is an online advertising model where advertisers pay for each time a person clicks on their ads on the internet.
There are various types of PPC ads, however, among the more popular kinds is the paid search advertisement. The ads are displayed when people look for something online with the search engine, such as Google and Yahoo, particularly when they’re conducting commercial searches, meaning they are looking for something to purchase.
This could range from a mobile-based search (someone searching for “pizza near me” on their smartphone) to local service searches (someone seeking plumbers or dentists in their local area) to someone looking for a present (“Mother’s day flowers”) or a premium item such as enterprise software.
Each of these search results generates pay-per-click ads.
Pay-per-click ads are where businesses that run ads only get paid only when a person actually clicks on their advertisement which is why they call it “pay-per-click.”
Other types of PPC advertising are display advertising (typically serving banner advertisements) and remarketing.
How Does Pay-Per-Click Advertising Work?
For ads to be displayed alongside the results of the results page of a search engine (commonly called the Search Engine Results Page, also known as a SERP) advertisers can’t simply pay more for their advertisements to be displayed more prominently than competitors’ advertisements. In reality, advertisements are subject to what’s called”the” Ad Auction, an entirely automated procedure used by Google as well as other search engines utilize to determine the relevancy and legitimacy of ads that appear within their search results.
Do you need assistance with your PPC ads? Take a look at our no-cost, basic introduction to Google Ads.
How Keywords Work in Pay-Per-Click Advertising
As its name suggests, it is a bid auction. Advertising Auction is an auction system. It means that advertisers have to bid on the terms that they would like for their ads to “trigger,” or display their ads. These are referred to as keywords.
For instance, say that your company is specialized in camping gear. Someone looking to buy an additional camping tent, sleeping bag, or portable stove may type the phrase “camping equipment” into a search engine to locate stores selling these products.
When a user enters their request for a search, the engine runs the complicated algorithmic calculations which is what the Ad Auction is based upon. This determines which ads will be shown, in what order, and the advertiser.
Since you must pay per click for your ads, it’s essential to bid only on specific keywords relevant to your company and you’ll ensure that you get a return on investment from your advertising budget. The Keyword tool will assist you in identifying the appropriate keywords to place your bids on that are likely to bring sales or converts, and also aren’t too expensive.
How to Optimize Your Pay-Per-Click Ads
Pay-per-click marketing is an extremely economical way to increase visitors to your site and expand your business. However, it requires patience and time to get it correctly. There are a variety of variables that can influence the PPC cost, for example:
- The importance of the terms you select to auction Do they match the terms that your ideal customers are using to locate products they would like to purchase as well as solutions for their issues?
- Your quality advertisements, as well as landing, pages The quality of your landing pages and ads Google offers the highest quality advertising placements as well as the most affordable costs to companies who provide a positive user experience. Your CTR, also known as click-through rates CTR is an accurate indicator of whether your advertisement’s message resonates with users.
- A solid structure for your account Your PPC account is similar to an apartment. It is essential to build it upon a solid base. Learn more about the best account structure by reading this article.
There’s plenty to consider when you’re trying to keep your PPC advertisements and campaigns in good shape. Take a look at PPC University for those who want to understand the way it is working.
Need help with your Pay-Per-Click advertising campaigns
This concisely is pay-per-click marketing. However, while the basic principles of pay-per-click marketing are easy, however, managing a successful pay-per-click search account is difficult (especially in the case of a small business owner or having a tight budget).