What Is Pay-Per-Click Advertising?
PPC stands for pay-per-click. It is a type of internet marketing in which advertisers pay a fee each time one of their ads is clicked.
Every time our ad is clicked, sending a visitor to our website, we have to pay the search engine a small fee.
There are many types of PPC ads. One of the most common types of PPC ads is the paid search ad. These ads appear when people search for things online using a search engine like Google – especially when they are performing commercial searches, meaning that they’re looking for something to buy.
This could be anything from a mobile search like someone looking for “pizza near me” on their phone, someone looking for a dentist or a plumber in their area etc. All of these searches trigger pay-per-click ads.
In pay-per-click advertising, businesses running ads are only charged when a user actually clicks on their ad, hence the name “pay-per-click.”
Other forms of PPC advertising include display advertising and re-marketing.
What is Google Ads?
Google Ads are also known as Google Adwords. This Ads platform enables businesses to create ads. All ads appear on Google’s search engine and other Google properties.
Google Ads works on a pay-per-click model, in which users bid on keywords and pay for each click on their advertisement. The “winners” are chosen based on a combination of factors, including the quality and relevance of their keywords and ad campaigns, as well as the size of their keyword bids.
Conducting PPC marketing by making use of Google Ads is more valuable. Since as the most popular search engine like Google gets massive amounts of traffic and therefore delivers the most impressions and clicks to your ads.
How often your PPC ads appear depends on which keyword and match types you select. There are a number of factors to determine how successful your PPC advertising campaign will be, these are as following:
- Keyword Relevance – Crafting relevant PPC keyword lists, tight keyword groups and proper ad text.
- Landing Page Quality – Creating optimized landing pages with persuasive, relevant content and a clear call-to-action, tailored to specific search queries.
- Quality Score – Quality Score is Google’s rating of the quality and relevance of your keywords, landing pages, and PPC campaigns. Advertisers with better Quality Scores might get more ad clicks at lower costs.
How Does Pay-Per-Click Advertising Work?
The ads which appear alongside the results on a search engine commonly referred to as a Search Engine Results Page, or SERP. Advertisers cannot pay more to ensure that their ads appear more prominently than their competitor’s ads.
As ads are subjects to what is known as the Ad Auction. It is completely automated process. Google and other major search engines may use the Ad Auction to determine the relevance and validity of advertisements that appear on their SERPs.
How Keywords Work in Pay-Per-Click Advertising ?
A user might enter the keyword like purchase a new tent, sleeping bag, or portable stove into a search engine to find retailers offering these items.
At the time when user submits their search query, the search engine performs the complex algorithmic calculations. These algorithmic calculations are based upon the Ad Auction. It determines which ads will be displayed, in which order, and by which advertiser.
You have to pay for each click on your ads. Keyword tools can help you to find the right keywords to bid on that are both likely to drive sales or conversions, and are not prohibitively expensive.
Many advertisers simply cannot devote the time and effort required to stay abreast of developments to Google Ad-words and Bing Ads, and many are missing valuable opportunities to grow their business through PPC.