If you’re a newbie to the daunting world of paid search, it can be overwhelming. Pay-per-click (PPC) marketing – which is also known as search engine marketing (SEM) – is complicated. It’s easy to steamroll through your budget and have nothing to show for it if you don’t know what you’re doing.
In spite of the fact that 45% of small businesses make use of paid ads, pay-per-click is still a concept which goes over many of our heads. However, if half of small businesses are using it, we just are not able to afford to ignore this channel – no matter how perplexing it is. As a digital marketer, PPC is a skill that you should have in your tool belt — or at least have a fundamental understanding of it.
What Is PPC Marketing?
Pay-per-click (PPC) marketing is an advertising model which allows marketers place ads on an ad platform. They will then pay the host of that platform every time that their ad is clicked on. The objective of a PPC ad is to guide the person viewing towards clicking through to the advertiser’s site or app. Here, that visitor can complete a useful action, for example purchasing a product.
Search engines are extremely popular advertising platforms. They enable you to display ads which are on to what users are searching for. Advertising services such as Google Ads and Bing Ads run on real-time bidding (RTB). Advertising inventory is then sold in a private automated auction making use of real-time data.
What Is PPC Marketing Used For?
PPC is utilised for a number of different types of campaign goals, including:
- Growing sales
- Creating leads
- Fostering brand awareness
PPC is all to do with relevance. Users are searching for particular products, services as well as information at any given time. Advertisers have the ability to display a targeted ad at the precise moment this search is taking place. For instance, if a user initiates a search for “blue running shoes,” an advertiser can show an ad speaking to “blue running shoes.”
When done correctly, PPC can get you quality leads. If you are able to create a seamless user journey, it could mean a huge return on investment (ROI) for your PPC efforts.
Pay-per-click advertising is most commonly found in search engine results pages (SERPs), such as Google or Bing. However, it is also used on social channels (although CPM is more often used). If you’re wondering where you are able to find pay-per-click ads, they’re the results you see before and to the right of the organic search results.
How Does PPC Marketing Work?
Each time there is an ad spot on a SERP, an instant auction takes place for the keyword. A combination of multiple factors – such as bid amount and the quality of the ad – decide the winner who will appear at the top spot of the SERP.
These auctions are what makes the gears of PPC move. Auctions start when a person searches for something on a search engine. If there are advertisers who are interested in showing ads that are associated with a user’s search query, an auction will be activated based on the keywords that are bid on by advertisers. The ads which win the auction then be displayed on the SERP.
To become involved in these auctions, advertisers make use of accounts on platforms such as Google Ads in order to set up their ads as well as determine where and when they would like those ads to appear. Accounts are split into campaigns for ease of management and reporting of different locations, product types, or other useful categorisation.
This is only the very point of the proverbial iceberg when it comes down to PPC. There are a lot more things which you can learn which will benefit your business. If you’re keen to learn these then you need to do our PPC and Web Analytics Course. Follow this link for more information.
If you’re keen to learn these then you need to do our PPC and Web Analytics Course. Follow this link for more information.
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