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PAY-PER-CLICK ADVERTISING (PPC)

 PAY-PER-CLICK ADVERTISING (PPC)
Perusal Tech Pvt Ltd
  • 26 May, 2021

WHAT IS PPC?

 

PPC abbreviated as PAY-PER-CLICK is a form of online advertising. In this kind of online advertising model, advertisers pay each time a user clicks on one of their online ads. PPC is a complex digital marketing channel in nature. It is used to drive traffic to the websites. Typically a search engine, website owner, or a network of websites i.e. a publisher is being paid by the advertisers when the ad is clicked.

 

PPC is a way of buying visits to your site, rather than attempting to “earn” those visits organically. The purpose of PPC is to grow sales, generate leads and increase recognition of the brand. It is best known for its relevance. Users search for specific items, services, and information, at any time, what advertisers do is show that targeted ad exactly when the search appears.

 

PPC ads appear at the top three, bottom or right of Search Engines Result Pages of search engines that display organic rankings also. It can immediately increase visibility for your website by getting you placed on Search Engines Result Pages of the desired keywords.

 

IMPORTANCE OF PPC :

 

(1) It is cost-effective. You get a greater amount of scheduling and budget control (only pay for the clicks).

 

(2) It’s the fastest method to get targeted visitors. It can give results immediately and consistently.

 

(3) It’s the easiest way to test if your product sells, hence, contributing to your business goals and revenue.

 

(4) It works well with other digital marketing channels and can improve SEO performance.

 

(5) It allows you to execute advanced marketing techniques like Retargeting and visitors are more likely to convert into potential customers.

 

HOW DOES PPC ADVERTISING WORK? 

 

PPC covers a number of different ad platforms, with the most common of these being Google Ads and Bing Ads. And within each of these platforms are different ad formats, including :

 

• Search Ads
• Shopping Ads
• Display Ads
• Video Ads
• Gmail Ads

 

Generally, businesses begin their PPC campaigns on Google Ads, as it gives access to a huge amount of audience, including prospective buyers, clients, and consumers, as well as a number of different ways to set up and run campaigns depending on your goals.

 

Advertisers pay a certain fee, anytime if internet surfers select a PPC ad. They pay for site visits rather than for organic traffic clicks. This cost (CPC - Cost-per-Click) will increase or decrease according to different factors in your campaign.

 

PPC KEYWORDS:

 

PPC is all about Keywords. When you use Google or any other search engine, you just type words into the search box to find out what you're exactly looking for. The results that Google shows – whether they’re organic results or paid advertisements – are there because they’re relevant to the words you put in the search box. And if you want your ads to show up on the page, you have to bid on that keyword.

 

Therefore, to succeed at PPC, you need to make sure you’re bidding on the right keywords. This process includes a few moving parts :

 

(1) PPC KEYWORD RESEARCH : is about using tools for keyword research and analytics data to find a list of keywords that are highly relevant to your business offerings. The goal is to show up in the search results when people search for products or services that are relevant to your business.

 

(2) KEYWORD GROUPING & ORGANIZATION : The most effective PPC accounts organize keywords into small groups of tightly related keywords.

 

(3) NEGATIVE KEYWORDS : are a way of filtering out unwanted clicks. By setting a new negative keyword, you tell Google what searches you don’t want your ads to display for.

 

(4) KEYWORD BID OPTIMIZATION: Everyone has a limited budget, therefore it’s important to focus your spending on your best-performing keywords, without paying more than necessary.

 

As you can see, PPC isn’t just a matter of finding the right keywords. In order to get high ad rankings at low costs, you’ll need to work at achieving relevance across your account. That means having :

 

• An organized account structure
• Targeted, compelling ads, and
• Optimised landing pages

 

All of these factors will contribute to your keyword Quality Score – the key metric that determines where your ads are displayed and how much you pay for each ad click.

 

TYPES OF PPC :

 

(1) SEARCH ADS : These PPC ads appear at the top and bottom of the search results on Google. You’ll see these ads tagged with the word “ad” to indicate paid content. These ads contain text with no visuals.

 

(2) DISPLAY ADS: These ads appear on Google’s partner websites. Instead of being all-text ads, they typically include a photo and text. It enables you to target specific types of people you believe are interested in your business. You can set your particular target market or focus on targeting people who visited websites similar to your own.

 

(3) SOCIAL ADS : These ads appear in social media feeds on different platforms and is a great way to connect with social media users. It is written as "Sponsored" on feeds under the username.

 

(4) REMARKETING ADS: These kinds of ads are being run to reengage your audience. A lot of people visit your website and learn about the product and service you are offering but won't convert. You may feel like you've lost the lead, but, rather you could use remarketed ads to get them to think and choose you.

 

(5) GOOGLE SHOPPING: These ads appear in a carousel format above the main Google search results. It allows users to see the products and prices before they click on someone’s website. Google shopping ads present a “window-shopping” feel to the Internet. It allows users to browse the same product from different companies.

 

(6) G-MAIL SPONSORED PROMOTION : These ads appear at the top of a user’s mailbox. They appear to look like any other email, except for the “ad” tag on the email and the bolded subject line. Users can see these emails on desktop and in the mobile app.

 

(7) INSTREAM ADS : It appear in videos on YouTube. If you’ve ever watched content on YouTube, you’ve seen some form of an advertisement before or while watching a video. Whether it’s a full-screen, non-skippable ad, or a small sidebar ad, you’ve encountered sponsored content through watching videos.

 

MAJOR PPC PLATFORMS :

 

(1) Google Ads
(2) Microsoft Ads (aka Bing Ads)
(3) Facebook Ads
(4) Instagram Ads
(5) Linkedin Ads
(6) AdRoll
(7) Taboola/Outbrain
(8) Twitter
(9) Bidvertiser
(10) Yahoo Gemini (Verizon Media)
(11) RevContent
(12) BuySellAds

 

PPC AUCTION/BID :

 

A PPC bid (or keyword bid) commonly used in Google Adwords, is a bid placed in a pay-per-click auction to help secure ad placement at the top of search results. Online businesses bid on specific keywords or keyword groups in an attempt to secure ad space for important terms relative to their business.

 

ADVANTAGES OF PPC :

 

(1) It reaches audiences cost-effectively and provides instant traffic.

 

(2) It drives warm leads and leads to positive ROI.

 

(3) PPC user data helps your SEO strategy and ads don’t depend on algorithm changes.

 

(4) It offers multi-layered targeting options and PPC user data benefits your social media strategy.

 

(5) It allows for smart retargeting and is easy to produce.

 

DISADVANTAGES OF PPC :

 

(1) It is time-consuming in nature as you need to invest time into optimising and improving to get the best results.

 

(2) It requires a special set of skills, thus, organizations need to bear that extra burden of cost to hire professionals.

 

(3) Costs can quickly add up, if you aren't monitoring and optimizing your campaigns to make sure you get an ROI, money could be wasted.

 

(4) Clicks and visits don't always lead to sales, you will need to convince the user to 'convert' once they reach your website.

 

(5) It's Inappropriate for companies with a lower budget or a narrower range of products on which to generate lifetime value, it might not be cost-effective to compete.

 

EXAMPLES OF PPC :

 

(1) PPC ADS ON SEARCH: Search Engine Advertising, also known as Search Engine Marketing (SEM), allows you to show ads to users based on the keywords entered the search bar. The main search engines, such as Google and Bing, use a model based on PPC through auction. Search advertising is highly visible and very effective in nature.

 

(2) PPC ADS ON SOCIAL NETWORKS: The main advertising tools on social networks, such as Facebook Ads or Instagram Ads, offer pay-per-click options. These types of ads are located within the user's social network experience, either in their latest news section or in a side column. One of their main advantages is that they allow us to take advantage of the information that the social networks have on the user so that we can launch highly segmented PPC ads.

 

(3) PPC ADS ON DISPLAY : PPC is also used when displaying banner ads on websites related to the brand's products and services or the interests of its target audience. These types of campaigns can be very effective if they are implemented well, but you have to be careful to avoid falling into intrusive advertising. It is also worth keeping in mind that Click-Through Rates (CTR) are usually much smaller than in other types of ads, so a larger audience is required.