How Does PPC Advertising Work?
Pay Per Click (PPC) advertising is one of the most important and effective parts of any successful digital marketing campaign. Website owners use PPC advertising to display their adverts on search engines and other sites. As a result, it provides outstanding lead generation within a very short period of time.
Depending on how well the adverts are creating and how compelling your landing pages are, PPC advertising boosts online visibility and produces leads.
PPC advertising is a cost-effective digital advertising opportunity for businesses of all sizes. It is when a user clicks on your advert links and is directed to your landing page. You only pay when someone clicks on the link. You do not pay even if someone sees your advert, as long as they do not click on it. You pay for the action, which is why it's used by digital marketers, providing a good return on investment.
With a better understanding of what PPC advertising is, you will want to know how it will benefit your business.
Google Ads is one of the most popular PPC advertising platforms offering paid adverts on Google search engine results pages (SERPs), or on another website. Google has a large number of third-party websites that you can advertise on. Your advert can be text, a video, picture, or rich media.
Google also enables you to appear at the very top of search results, above the organic results on SERPs. This is done through the Google Ads platform, where you set a bid on what you feel a website visitor is worth. Google has a secret auction in the background when someone searches on the search engine. This auction takes milliseconds to complete. The adverts are displayed and should the user click on any of the adverts, the advertiser only pays when they click on the link.
In order to start a PPC advertising campaign, there are a few steps you will want to take, these include:
PPC advertising may sound confusing, but it is a relatively straight-forward process that most of the PPC platforms carry out, this includes Google Ads, Facebook Ads, and more. You create an advert campaign, focusing on relevant keywords you know your audience uses when searching for the products or services you provide.
When users carry out a search for your keywords, your advert enters a silent auction, that runs in the background. This is an automated process that focuses on the relevance and quality of your advert, along with your maximum bid amount.
If your advert is selected, it appears in the top four results, in a box that states it is a “sponsored advert.” Should the user click on your ad, you pay the current Cost Per Click. Your advert will continue to be displayed through the auction, as long as you keep your account topped up.
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