How Pay Per Click Works

Pay Per Click Advert Types

There isn't only one type of PPC advertising you can choose. There are a number of options that will appear in SERPs, on social media, and on other peoples websites and blogs.

Text

Text ads comprise of written copy. The format and how much copy is included is determined by the PPC platform. Text ads are often used in search results.

Product Listings

Product listings are adverts that are shown when a searcher submits their query on a search engine or shopping engine. They can also appear in display adverts on websites that a user is visiting, or when they watch a video on the internet. Product listings usually include a product image, price, and any important information, such as dimensions, colour, or size. 

Image

PPC adverts can also be images, that are shown as an image or moving graphic. The size and content of your image must comply with the PPC platforms criteria. Image ads are often seen on other websites, such as a banner advert. They can also appear in email in-boxes and personal feeds. They often used as retargeting adverts, appearing to those that have previously engaged with the brand in the past, maybe visiting their website or clicking on a previous advert.

Videos

Video adverts are those that appear during, before, or at the end of a video. They are commonly seen on YouTube, Smart TV's, and in Reels on social media platforms. They are similar to mini commercials. They can also appear on other websites.

How Pay Per Click Works

Pay per click advertising uses an auction system. Advertisers bid on their chosen keywords or target audience. When a user searches for a product or services provided by the advertiser, the platform takes a number of factors into consideration, displaying the chosen and ranked adverts. Ads are often ranked based on the bid amount and advert quality. If you have a high maximum bid, combined with a high quality advert, your ranking in advert results will be higher.

This is a highly effective way to reach a target audience. You can choose the number of criteria relevant to your advert, including keywords, time of day, demographics, geographical location, device type, and more. This gives you the ability to ensure you reach the right audience and share the right information. 

The bidding process can work in a number of ways. Many platforms allow smart bidding that enables the advertiser to set their target result on what they want their campaign to reach. You can also choose a maximum bid on what you feel your advert is worth. The higher your maximum bid, the higher your chances are of your advert appearing. 

Conclusion

Pay Per Click is a highly effective digital marketing opportunity, providing you with immediate results. It does require a strong strategy and needs to be monitored and adjusted on a regular basis. PPC advertising is often combined with search engine optimisation (SEO), boosting visibility and driving qualified traffic to your website.