What Are Pay Per Click Ads?

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What Are Pay Per Click Ads?

Pay Per Click (PPC) advertising is a form on online marketing where the advertiser pays every time a user clicks on one of their adverts. The most common PPC ads are those through search engines, such as Google Ads. This is where advertising bid on keywords and their adverts appear at the top of results pages when a user searches for their specific keyword or phrase.

Pay Per Click ads are not restricted to search engines, they are also popular on social media platforms, including Instagram and Facebook, along with display advertising on websites.

SEO, SEM, and PPC – What is the Difference?

SEO (search engine optimisation) SEM (search engine marketing), and Pay Per Click ads are often interchangeable, yet there are some differences. 

SEM is basically an umbrella term that includes PPC and refers to activities that improves how easily your website is found through search engine searches. SEM can be paid or organic, meaning it can be pay per click ads or search engine optimisation.

What Are Pay Per Click Ads?
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PPC is advertising that is paid for, you only pay when a user clicks the link of your advert and as the client, you remain in control of your budget. SEO, on the other hand, is optimising a website in terms of content and structure, ensuring it is visible in search results. 

How Pay Per Click Ads Work

Pay Per Click ads work by enabling advertisers to bid on keywords or phrases that they want their adverts to appear for in results. When a user does an online search for a keyword or phrase the advertiser bid on, the ad appears in the top results. The advertiser is then charged each time a user clicks on their advertisement.

Advertisers create campaigns targeting interests, locations, and demographics, to name a few. They set a maximum bid for keywords they wish to target. The search engine then using an algorithm to determine which adverts to show and in which order. The algorithm takes a number of factors into consideration, including:

Are Pay Per Click Ads Important?

PPC should be seen as an asset for any business that wants to improve their visibility online. In 2022, PPC provided a $2 return on investment for every @1 spend. The average cost per click was around $1.16.  Forty percent of the advertising spend was on search with Google enjoying seventy three percent of the PPC market share.

If you are struggling to make a decision on whether to incorporate pay per click ads into your digital marketing campaign, you will want to know the excellent benefits this type of advertising can provide.

  1. PPC offers almost immediate website traffic, where SEO takes time to develop and see results
  2. Reach your target audience with ease
  3. Measurable results
  4. Cost-effective as you only pay for qualified leads
  5. Boost brand awareness
  6. Supplement SEO efforts

Pay Per Click Ad Campaigns

As with SEO, your pay per click ads need a strategy and campaign to ensure that your efforts are a success. There are a number of steps to follow when putting your PPC strategy together including defining your audience, setting goals, conducting thorough keyword research and creating high quality and compelling advertising copy.

You will want to choose the right platform, while monitoring and optimising your campaign as needed. Set your budget on what you are comfortable paying daily.

Conclusion

Digital marketers will often combined pay per click ads with SEO to help clients reach their audience and boost brand visibility. PPC provides immediate results, helping you reach a qualified audience that are already in the market for the products or services you provide. It is a popular online marketing solution, as you only pay when an interested user clicks on  your advert link.

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