What is Pay Per Click?
Pay-per-click (PPC) is an advertising model which allows marketers to position ads on an ad platform and pay the platform’s host whenever their ad is clicked. The aim of a PPC advertisement is to lead the viewing person to click through the advertiser’s website or app where the visitor can perform a valuable action like purchasing a product.
Search engines are the most popular platforms for PPC advertising as they let you view ads related to what users are looking for. Google Ads, for example, operates with real-time bidding (RTB) where advertising inventories are sold using real-time data in an automated auction.
How does Pay Per Click (PPC) work?
Whenever a search engine results page (SERP) shows an ad spot, an immediate auction for the keyword takes place. The winner who will appear in the highest rank of the SERP will be determined by a combination of several factors, including bid number and price of an ad.
The auctions are what keeps the PPC on the move. Auctions start when someone is looking for something on a search engine; if advertisers are interested in showing advertisements relevant to a user’s search query, an auction is activated based on keywords that advertisers bid on. The ads which win the auction will appear on SERP.
In order to participate in the auctions, marketers use platforms like Google Ads to set up their advertisements and decide where and when they want the ads to appear. Accounts are divided into campaigns to promote convenient monitoring and recording of different locations, product categories and more. Campaigns then will be separated into ad groups that comprise of relevant keywords and ads.
Type of Pay Per Click Services
1. Google Ads Management
Google Ads management, which was formerly known as Google AdWords management becomes a challenge for businesses to do their pay-per-click (PPC) advertising. It needs time, commitment, and expertise.
You’ll need to understand the account structure before your company launches its first advertisement in Google Ads. If you’re familiar with Google Ads account structure, then you know it describes how your campaigns, ad groups, and keywords are organised.
2. FB Advertising
Facebook Advertising Manager is an ad-management method for creating, editing and evaluating paid Facebook promo campaigns. Recently, Facebook merged Ads Manager and Power Editor into one framework to enable the production and monitoring of ad campaigns through various Facebook-owned advertising platforms like Instagram ads. Check out how much does Facebook advertising costs in Malaysia.
3. LinkedIn Advertising
Ads on LinkedIn can help your business reach a strong professional audience. LinkedIn leaders are not only powerful, but they also have the influence to attract regular network crowd twice over.
A recent update of LinkedIn’s advertising framework has added new tools to the LinkedIn toolbox for marketers. The platform made the switch to objective-based advertising, in addition to better targeting options. Therefore, advertisers can run campaigns around with specified goals, such as brand awareness, lead generation, or interaction.
4. YouTube Advertising
YouTube advertisement (via Google Ads) is a way to advertise your video content on YouTube or in search results so that you can increase the reach of your customer. This could be your video playback before a user views another video or showing people watching it in full in YouTube search results.
Why is Pay Per Click (PPC) Important?
If you’re new to pay-per-click, there’s no way you can deny that PPC advertisement comes with many advantages. PPC advertisement is one of several marketing strategies that businesses use to deve