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What is Pay Per Click Advertising?
Per Per Click (PPC) advertising is a digital advertising opportunity for businesses to advertise their business, only paying when a person clicks on the link. Basically, you are paying for targeted visits to your website, landing page, or app. When your PPC strategy works, the amount you pay is nominal, as the click you receive is worth considerably more. Imagine, you pay $2 when an interested party clicks on your advert links, they make a purchase worth $200, offering an outstanding return on investment.
PPC adverts come in a variety of types from text to videos, and images to a combination of them all. They can appear in search engines, on social media platforms, websites, and more.
The most popular form of Pay Per Click advertising is search engines. It gives you the ability to bid for an advert placement in the search engine sponsored links when someone searches for a product or service you provide. This means that your advert appears at the top of the first page of results, exactly where every business wants to be. It helps to boost brand awareness, drive quality traffic to your website, and improve conversion rates.
Each platform showcases PPC advertising differently, though they all cover a similar process. This process includes:
Once your advert is live, when and where it appears and how much you pay is determined by an algorithm. The algorithm takes your budget, bid, quality of your ad, relevance of your ad, and your campaign settings into consideration. The platforms offering PPC want to ensure their users find the information they are looking for, therefore they reward you if you have relevant and high quality campaigns.
Google Ads is one of the most popular PPC advertising platforms in the world. It provides businesses with the opportunity to create adverts that appear on Google search engine results pages (SERPs) and other Google properties.
When a user does a search for a product or service, Google takes a look at the available adverts, choosing the winners to appear in the “sponsored ads' section. Google chooses the adverts based on the quality of the advert, keywords, size of the keyword bid, and more.
When you create an advert, you need to select the keywords you want to target and then place a maximum bid for each keyword. Your keyword tells Google when you want your advert to appear in searches.
Google uses an auction process to determine which adverts appear for any particular search. When your advert appears in an auction, you are given a quality score from one to ten. This is based on the relevance of your keyword, your click through rate, and the quality of your landing page.
The algorithm multiples your quality score by your maximum bid and this provides an Ad Rank. The ads with the highest Ad Rank are the adverts that appear to the user.
Pay Per Click advertising is an excellent opportunity for businesses to drive targeted and quality traffic to their website to generate leads, improve conversions, or increase impressions. You only pay when a user clicks the link of your advert, making it highly cost effective, suitable for businesses of all sizes, providing immediate results.
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