PPC marketing is a way for companies to use search engines to drive traffic and conversions via digital marketing.
Perhaps you want to increase your brand’s presence online or find ways to get your first traffic and sales.
For those just getting started with the channel, PPC marketing can be a great way to market your business and reach new customers.
Here you will learn what PPC is, how it works, how to use it to drive business success, and how different platforms work.
What is PPC?
An online advertising model called PPC or pay-per-click allows advertisers to run advertisements on platforms such as Google Ads and pay a fee when someone clicks on the ads.
You’ll see ads at the top of almost any results page when you perform a search on Google (or Bing).
Traffic, sales, and inquiries for businesses are driven by PPC campaigns. A common PPC platform provides an exceptional level of targeting, allowing you to display advertising only to those you believe fit your target audience.
People look for product and service suppliers using search engines the most, and when there is an active audience looking for your business’s product or service you have an opportunity to make a sale.
Through pay-per-click, you’ll get in front of these people with a level of targeting that’s not possible in traditional advertising.
PPC marketing gives you the ability to reach your audiences right when they are searching for businesses like yours and to gain insights to help you improve your marketing efforts over time.
It has been reported that Alphabet (Google) earns more than $162 billion in annual revenue just from advertising on its platforms.
How Does Pay-Per-Click Advertising Work?
In PPC advertising, there are many platforms for placing ads; the most common ones are Google Ads and Bing Ads.
These platforms include the following advertising formats:
- Search Ads
- Video Ads
- Display Ads
- Shoping Ads
- Gmail Ads
The basic PPC marketing process remains largely unchanged, even when businesses create ads on different platforms and in different formats, regardless of the platform and the ad format.
- Register with the platform for an advertising account.
- Creating ads (and selecting the right targeting) is important.
- Determine the maximum cost per click you are prepared to pay.
- A bid auction is created between your ad and others bidding on the same keywords.
- Ads are displayed in order according to the auction.
- Ads are paid for when they are clicked.