Pay-per-click (PPC) is a type of digital marketing where marketers have to pay a fee every time a user clicks on one of their ads. These ads can usually lead to conversions or sales and are an important investment for businesses.
Among the types of PPC, search engine advertising is probably the most common. It allows advertisers to place a bid for an ad in a search engine’s sponsored links every time a user searches for a keyword or specific phrase. So, the search engine shows your ad as a result of the relevant search queries.
Pay-per-click is a method many marketers deploy as part of their online campaign - because it’s easy, simple, and effective. And since you’re only charged per click, your ad is viewed by loads of people for free (even if they don’t engage with it).
Let’s take a look at how PPC works.
How PPC Works
Every time a site user clicks your ad leading them to a landing page, you have to pay the site owner or search engine a small fee - which is why it’s called pay per click.
Many factors can affect a PPC campaign’s chances of success: from choosing the relevant keywords to organizing them into campaigns and ad groups, to setting up PPC landing pages that can convince people to make a purchase.
Meanwhile, search engines reward advertisers who can create relevant, keenly focused pay-per-click campaigns by charging them less for each ad click. So, if your ads and landing pages are valuable and satisfying for viewers, Google will charge you less per click, leading to higher profits for your business.
So if you want to start using PPC, it’s important to learn how to do it right.
The Core Ingredients of PPC
Using Google Ads for PPC marketing can prove to be immensely worthwhile because, among search engines, Google typically receives the highest amount of web traffic per day - can, therefore, deliver the most impressions and clicks to your ads.
In other words, your ad can reach the most people.
While many factors come into play for the success of your PPC advertising campaign, here are some to focus most on:
Keyword Relevance – Crafting relevant PPC keyword lists, tight keyword groups, and proper ad text.
Landing Page Quality – Creating optimized landing pages with persuasive, relevant content and a clear call-to-action, tailored to specific search queries.
Quality Score – Quality Score is Google's rating of the quality and relevance for your keywords, landing pages, and PPC campaigns. Advertisers with better Quality Scores get more ad clicks at lower costs.
Creative – Enticing and creative ad copy is a deal-maker. Most users are accustomed to seeing the same old types of ads and CTAs. So, if you’re creative with how you position your PPC ad, it’s likely to generate a lot more clicks.