Online advertising, known as pay-per-click, or PPC, aids companies in bringing customers to their websites. Businesses in this model are charged a fee each time an ad is clicked. PPC is a crucial component of digital marketing and may significantly boost website traffic, conversion rates, and sales.
Definition of PPC
PPC means pay-per-click. It's an online advertising model where the advertiser pays a fee every time someone clicks on their ad. PPC campaigns help bring people to your website. Advertisers choose relevant keywords or phrases that relate to their business and bid on them. When someone searches for those words or phrases, the ad appears on the search engine results page. A good thing about PPC campaigns is that advertisers only pay when someone clicks on their ad, which is why it's called "pay-per-click."
Where PPC is used
PPC is a type of digital advertising used on search engines, social media, and display networks. Google Ads is the most commonly used ad group platform, but there are others like Bing Ads, Facebook Ads, Twitter Ads, and LinkedIn Ads. You can try any of them to benefit your search engine marketing with a PPC campaign.
How does pay-per-click work?
PPC advertising operates by using a bidding system. Advertisers place bids on relevant keywords or phrases to their industry. When a user searches for those relevant keywords, the ad is displayed in the search results. The ad's position on the search results page is determined by the bid amount and the quality score of the ad. The quality score is calculated based on factors such as how relevant the ad is, the user's experience on the website/landing page, and the expected CTR.
Types of PPC
There are two main types of PPC advertising: search advertising and display advertising.
- PPC campaigns on search engines, structured with ad groups, are a dominant form of PPC advertising. Advertisers bid on keywords related to their business, and when users search with those keywords, PPC ads show up in search results. Search advertising is highly effective for businesses looking to drive traffic and increase conversions;
- display advertising involves placing ads on websites, blogs, and other online platforms, with a greater emphasis on visual content compared to search advertising. These ads can include images, videos, and other forms of media. Display advertising influences brand awareness and expands the target audience.
Examples of PPC
Here are some examples of PPC advertising:
- Google Ads
Google Ads is the most popular PPC advertising platform, with over 3.5 billion searches conducted daily on Google. Advertisers bid on keywords or phrases relevant to their business, and when a user types in those keywords or phrases in Google, the ad appears in the search results.
- Facebook Ads
Facebook Ads is a popular ad group platform that allows advertisers to target specific demographics, interests, and behaviors in social media. Advertisers can create a variety of ad types, including image ads, video ads, and carousel ads.
- Bing Ads
Bing Ads is a PPC advertising platform similar to Google Ads. Advertisers bid on keywords or phrases relevant to their business, and when a user types those keywords or phrases in Bing, the ad appears in the search results.
Wrapping up
Using PPC advertising is a great way to get more people to visit your website and buy your products. Advertisers bid on keywords and only pay when someone clicks on their ad. This helps them reach the right people and higher ROI. There are many different types of ads, for instance, Google Ads, Facebook Ads, and Bing Ads.
