How Does Pay Per Click Work on Google?

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How Does Pay Per Click Work on Google?

Any business that is not running pay per click adverts on Google is missing out on reaching their audience and driving quality traffic to their website. In fact, people are four times more likely to click on a paid advert on Google than any of the other search engines. Pay per click advertising enables you to generate leads, boost conversions and increase your clicks.

What is Pay Per Click?

Pay per click (PPC) advertising is paid advertising where you can publicise your products and services at the top of Google search results. The paid adverts sit above the organic results, standing out to people that are searching for a product or service you provide. These adverts put your business in a position where they are more visible, helping to improve brand awareness.

How Does Pay Per Click Work on Google?
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How Does Pay Per Click Work on Google?

There is a six step process when it comes to how PPC works on Google. These steps include:

  1. A person searches on Google for a product or service they are actively looking for
  2. Google takes a look at the pool of advertisers
  3. An auction is triggered if there are enough advertisers in the pool
  4. Google looks at a number of factors to determine if it is relevant to the persons query
  5. Google than analyses your Quality Score and maximum bid
  6. Google determines your advertising rank and your advert appears in results

A Person Searches on Google

Every PPC campaign on Google Ads will start the same. It all starts when someone searches on Google for a specific product or service. Whether you advert appears is determined by your keyword selection. Your adverts only appear when someone searches using the keywords or phrases you have chosen to bid on.

The Pool of Advertisers

Once the person conducts the search, Google takes a look at the pool of advertisers to see if any businesses are bidding on that particular keyword. This enables Google to determine if there are enough adverts to start an auction. If there is only one advertiser using the specific keyword, then there is no auction. It is not uncommon for auctions to not take place, especially if you are running an ad for your business name.

An Auction is Triggered

As long as there is more than one advertiser for the keywords used in the search query, Google will hold an auction to determine where your advert is placed. The auction literally takes milliseconds to complete. Users conducting the search don't know an auction is taking place in the background.

Quality Score and Maximum Bid

The maximum bid is the most you are willing to pay when someone clicks on your advert. This is a flexible amount that you can change based on your advertising budget. The Quality Score, on the other hand, is a rating Google gives your advert based on relevance and value of your advert. It is calculated on a one to ten scale, your score needs to be as close to ten as possible to improve your ranking in adverts. 

Your quality score includes keyword relevancy, landing page relevancy, click through rate, quality of landing page, and the relevancy of your text.

Advert Ranking

Once Google has analysed your bid amount, quality score, and keyword selection it decides where your advert will appear. As the page appears in front of the users, your advert appears in the appropriate rank. 

Conclusion

Pay Per Click on Google is pretty straightforward, you choose your relevant keywords and maximum bid and Google does the rest. Be sure you write engaging and captivating advert copy to attract your audience, encouraging them to click on your advert and be directed to your landing page.

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