Pay Per Click
PPC stands for Pay-Per-Click, which is a digital advertising model where advertisers pay a fee each time their ad is clicked. It's a way of buying visits to your website rather than earning them organically through SEO or other methods. PPC advertising is typically associated with search engine advertising, where advertisers bid on keywords relevant to their target audience.
Here's an overview of how PPC works and its key components:
Ad Auction: PPC ads appear on search engine results pages (SERPs) or on websites and social media platforms. Advertisers bid on keywords relevant to their products or services, and when a user searches for those keywords, the search engine enters an ad auction to determine which ads will appear.
Keyword Targeting: Keywords are at the heart of PPC advertising. Advertisers select keywords and keyword phrases that are relevant to their business and target audience. When users search for those keywords, their ads have the potential to appear in the search results.
Ad Rank: Ad rank determines the position of your ad on the search engine results page. It's based on a combination of your bid amount, the quality of your ad, and the expected click-through rate (CTR) of your ad. Advertisers with higher ad ranks are more likely to have their ads appear higher on the page.
Ad Copy: Ad copy is the text that appears in your PPC ads. It should be compelling, relevant, and include a clear call-to-action (CTA) to encourage users to click on your ad. Advertisers can also include ad extensions, such as sitelinks, callouts, and structured snippets, to provide additional information and improve ad visibility.
Landing Page: When users click on a PPC ad, they're directed to a landing page on the advertiser's website. The landing page should be relevant to the ad and offer a seamless user experience. It should provide the information or offer promised in the ad and encourage users to take a desired action, such as making a purchase or filling out a form.
Bid Strategy: Advertisers set a maximum bid amount they're willing to pay for each click on their ad. Bid strategy options include manual bidding, where advertisers set their bids manually, and automated bidding, where the search engine automatically adjusts bids based on performance goals such as maximizing clicks or conversions.
Tracking and Optimization: PPC campaigns require ongoing monitoring and optimization to ensure they're delivering the desired results. Advertisers track key metrics such as click-through rate (CTR), conversion rate, cost-per-click (CPC), and return on ad spend (ROAS), and make adjustments to keywords, ad copy, bids, and targeting to improve campaign performance over time.
