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 (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.
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.
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:
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.
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.
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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