What is Pay Per Click?

PPC stands for Pay Per Click, an Internet marketing model in which advertisers pay a fee each time their ads are clicked. Basically, it's a way to buy visits to your site, rather than trying to officially "earn" those visits.

There are many different types and channels for PPC advertising, such as search engine ads, display ads, social media ads, and more.

Search engine advertising allows advertisers to bid for ad space on search engine sponsored links when someone performs a search related to their business offering. For example, if we bid on the keyword "Google Ads Audit," our ad for our free Google Ads Performance Qualifier may appear in the SERP for this or a related search:

 

what is pay per click

How Does PPC Advertising Work?

Each time an ad is clicked, which sends a visitor to the ad's landing page, the advertiser pays a small fee to the search engine (or whatever social media or ad platform you're using). does. When PPC works correctly, the fees are negligible because the click is worth more than what you pay for it. In other words, if you pay $3 for a click, but the click results in a $300 sale, you've made a huge profit.

Because every platform that offers PPC advertising wants to keep its customers satisfied, they reward advertisers who create smartly targeted, relevant pay-per-click campaigns with ideal ad placement and low costs, which is more profitable for your business.

Why Use PPC?

If you're considering PPC as a marketing channel for your business, you'll want to know its benefits and why you should spend your budget here and not elsewhere.

Here area unit a number of the foremost common reasons why PPC may be the proper advertising channel for you:

 

You Can Start Getting Clicks Very Quickly

Once you've set up your ad account and created an ad, it will usually need to be approved by the platform, but this usually takes no more than a few hours.

After your ads go live, as long as you're eligible to appear in the auction and your bid is high enough, you can start showing very quickly (and getting clicks as long as there's volume).

Compared to channels like SEO, PPC allows you to start seeing returns much sooner. And that's specifically one of the explanations for why it is so popular with marketers.

 

PPC Can be Easily Measured and Tracked

One of the key advantages of PPC over traditional advertising channels is the platform's ability to easily measure and track returns.

All fashionable platforms like Google Ads and Bing Ads permit you to trace conversions, together with an order or lead values. They allow you to see ROI at a granular level, not just for the overall account, but also for specific ad groups and keywords.

This means you can use data and insights to effectively improve campaign efficiency and effectiveness to increase channel ROI.

 

You have Complete Control Over When Your Ads Run and How Much You Pay

Need to temporarily stop advertising during busy periods? Want to run ads only if you would like to come up with new leads?

PPC is the best way to do this, as you have complete control over when your ads run (including time of day and day of the week) and can easily turn them on and off as you wish. Although it is always recommended that a high-performing campaign be used for broader business growth and not as a stop-start tactic.

You also have complete control over how much you spend each day (or month) and how much you pay per click, compared to other channels that allow you to easily manage a channel's costs and budget. They do not give the same capacity.

 

You Can Completely Target Your Customers

Unlike traditional advertising, PPC allows you to target your exact customer based on their data, and even allows you to adjust bids based on the device used, time of day, and location. Gives.

If you know your customers and how they search, you can use this information to reduce wasted ad spending.

 

Various Ad Formats are Available

Do you have an e-commerce store? You can use shopping ads to display your products in a prominent position directly on the SERPs.

Do you want to convert cart abandoners into conversions? Use display remarketing to post offers to encourage the desired action.

PPC consists of a wide range of different ad formats, and they can be used to succeed for specific businesses and usage scenarios.

 
What is Google Ads?

The Google Ads Platform allows businesses to create ads that appear on the Google search engine and other Google properties.

Whenever a search is launched, Google enters the ad group and picks a set of winners to appear on that search results page.

 

How PPC Works in Google Ads

When advertisers create an ad, they select a set of keywords to target that ad to and bid on each keyword. So if you bid on the keyword "pet adoption" you are telling Google that you want your ad to appear on searches that match or are related to pet adoption.

Google uses a set of formulas and an auction-style process to decide which ads will appear for any given search. If your ad is entered into the auction, it will first give you a score from one to 10 based on the relevance of your ad to the keywords, your expected click-through rate, and the quality of your landing page. Will give a quality score.

 

How to do PPC with Google Ads

PPC marketing through Google Ads is especially valuable because, as the most popular search engine, Google receives the most traffic and therefore generates the most impressions and clicks on your ads. . How often your PPC ads appear depends on the keywords and match types you choose. While many factors determine the success of your PPC advertising campaign, you can go a long way by doing the following:

Bid for relevant keywords. Create lists of relevant PPC keywords, adjusted keyword groups, and appropriate ad text.

Create great landing pages with persuasive, relevant content and a clear call to action tailored to specific search queries.

Improve your quality level. Quality Score is Google's ranking of the quality and relevance of your keywords, landing pages, and PPC campaigns.

Get attention. Attractive ad copy is essential; And if you're running display or social ads, it's eye-catching ad creative, too.

 

How to do Effective PPC Keyword Research

Your entire PPC campaign is based on keywords, and the most successful Google Ads advertisers are constantly growing and improving their PPC keyword list. If you only do keyword research once when creating your first campaign, you're probably missing out on millions of valuable, long-tail, low-cost, highly relevant keywords that could drive traffic to your site.

Related: Of course, you don't want to pay for clicks that won't convert. This means that the keywords you are bidding on should be closely related to the deals you sell.

Comprehensive – Your keyword research should include not only the most popular and frequently searched terms in your niche but also long-tail keywords. These are more specific and less common but mostly add to the search-based traffic count. In addition, they are less competitive and therefore less expensive.

Broad: PPC is iterative. You want to constantly improve and expand your campaigns, and create an environment where your keyword list is constantly growing and adapting.

 

Manage Your PPC Campaigns

After creating your new campaigns, you need to manage them regularly to ensure they remain effective. You should continuously analyze your account performance and make the following adjustments to optimize your campaigns:

Add PPC Keywords – Increase the reach of your PPC campaigns by adding keywords relevant to your business.

Review Expensive PPC Keywords – Review expensive and underperforming keywords and disable them if necessary.

Optimize Landing Pages – Modify your landing pages' content and calls to action to align with individual search queries to increase conversion rates. Don't send all your traffic to a single page.

Split Ad Groups: Improve click-through rate (CTR) and Quality Score by splitting your ad groups into smaller, more relevant ad groups, which will help you create more targeted landing pages and ad copy.

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