Pay Per Click Advertising: What is PPC and How Does It Work |
Posted: October 22, 2020 |
If you have ever noticed the ads appearing next to search results on Google and other search engines, you are already familiar with pay-per-click or PPC advertising. What is pay-per-click advertising?
PPC is an online advertising model where advertisers pay every time a user clicks on one of their online ads. There are several types of PPC ads, but one of the most common types is the paid search ad. These ads appear when people search for things online using a search engine like Google, especially when they are doing business searches, which means they are looking for something to buy. This could be anything from a mobile search (someone looking for "pizza near me" on their phone) to a local service search (someone looking for a dentist or plumber in their area) to someone shopping for a gift (“Mother's Day flowers”) or a high-end item such as business software. All these searches trigger pay-per-click ads. In pay-per-click advertising, companies that run ads are charged only when a user actually clicks on their ad, with the name “pay-per-click”. Other forms of PPC advertising include display advertising (typically banner ad serving) and remarketing. How does pay-per-click advertising work? For ads to appear alongside results on a search engine (commonly referred to as a search engine results page or SERP), advertisers simply can't pay more to ensure their ads are displayed more prominently than their ads. announcements of their competitor. Instead, the ads are subject to what is known as the ad auction, a fully automated process that Google and other major search engines use to determine the relevance and validity of the ads that appear on their SERPs. Do you need help with your PPC advertising campaigns? Check out our free beginner's guide to Google Ads. How keywords work in pay-per-click advertising As the name suggests, the advertising auction is a bidding system. This means that advertisers must bid on the terms they wish to "activate" or view their ads. These terms are known as keywords. For example, suppose your business specializes in camping equipment. A user wishing to purchase a new tent, sleeping bag or portable heater could enter the keyword “camping gear” into a search engine to find retailers offering these items. Pay per click SERP advertising example When the user submits the search query, the search engine performs the complex algorithmic calculations on which the advertising auction is based. This determines which ads are displayed, in what order and based on which advertiser. Since you have to pay for every click on your ads, it is imperative to only bid on keywords relevant to your business, so you can be sure you get ROI from ad spend. A keyword tool can help you find the right keywords to bid on that could lead to sales or conversions and that isn't prohibitive. spylanditalia: useful insights on your pay-per-click advertising campaigns Done! Pay-per-click explained. While the fundamentals of pay-per-click advertising are simple, managing a successful paid search account can be anything but. Many advertisers simply can't spend the time and effort needed to keep up with the developments in Google AdWords and Bing Ads, and many are missing out on valuable opportunities to grow their business through PPC. spylanditalia can help. Our team demystifies pay-per-click advertising management and allows you to focus on what really matters: growing your business and helping your customers. The spylanditalia team can help you every step of the way, whether you are an experienced PPC advertiser or new to the world of paid search. We are able to provide detailed information on usable data, including: Keywords, including the best performing search terms Negative keywords that can save you money Conversions Ad performance information Tips for optimizing offers Check out this complete guide of best practices and tips to get started with Google Ads. spylanditalia Team will allow you to: • Discover new keywords • Create logically organized ad groups • Identify negative keywords that could waste the ad budget • Improve ad copy • Create engaging and relevant landing pages
spylanditalia is a pay-per-click advertising agency that can help you achieve your goals
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