Pay Per Click

Pay-Per-Click (PPC) is an online advertising model in which advertisers pay a fee each time their ad is clicked. It is a way to drive traffic to a website, where advertisers bid on specific keywords or placements in search engine results pages (SERPs) or on other websites and platforms.

How PPC Typically Works:

Advertiser Setup:
  • The advertiser creates an ad campaign on a PPC platform, such as Google Ads or Bing Ads. They define their target audience, choose relevant keywords, set a budget, and create ad creatives (text ads, images, or multimedia) that will be displayed to users.
  • Keyword Selection
  • Advertisers select keywords that are relevant to their products, services, or target audience. These are the search terms users might enter when looking for something related to the advertiser’s offerings.

    Bid Auction:
  • When a user performs a search that matches the selected keywords, an auction takes place to determine which ads will be shown. The auction considers factors like keyword bid amount, ad relevance, and landing page experience.

    Ad Display:
  • If the advertiser’s bid wins the auction, their ad is displayed on the search engine results page or on relevant websites, depending on the type of PPC campaign chosen. The ad is typically labeled as “sponsored” or “ad” to distinguish it from organic search results.
  • Cost per Click:
  • The advertiser is charged only when a user clicks on their ad, hence the name “pay-per-click.” The cost per click (CPC) is determined by factors like the competitiveness of the keyword, the quality of the ad, and the relevancy of the landing page. Advertisers set a maximum CPC bid they are willing to pay.
  • Landing Page:
  • When a user clicks on the ad, they are directed to a specific landing page on the advertiser’s website. The landing page should be relevant to the ad and provide a seamless user experience, with clear calls to action to encourage conversions (such as purchases, sign-ups, or inquiries).
  • Performance Tracking and Optimization:
  • PPC platforms provide analytics tools to track the performance of campaigns,
  • Including impressions, clicks, click-through rates (CTR), conversions, and return on investment (ROI). Advertisers can use this data to optimize their campaigns, adjust bids, refine targeting, and improve ad copy to achieve better results.
  • PPC offers several advantages like

  • Including immediate visibility
  • Precise targeting options
  • Control over ad spend
  • The ability to measure the data
  • Track performance.
  • However, it requires ongoing management and optimization to ensure cost-effectiveness and maximize campaign success.