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 develop their business, as a means of amplifying web traffic and boosting leads. Below are some of the benefits you can get from PPC:
1. Quick and fast results
The moment you start a PPC campaign, advertisements start appearing throughout your selected platforms. You don’t have to waste time waiting for tests with PPC publicity. Your campaigns start right away and you can quickly get success as a result.
2. Increase website traffic
You will raise traffic to your entire company website by connecting your ads to specific landing pages. Directing a client to one page most frequently encourages them to explore. These visitors will also be people who are already looking for your company, and therefore if they’re interested, they will more likely lead to a sale.
3. Increase leads and sales
More traffic on the website, more leads. These visitors will already have an interest in your product or service as we have mentioned before. You can convert interested visitors into paying customers by using landing pages related to specific searches instead of your homepage, thus converting those leads into sales.
4. Better brand recognition
When customers see your ads online, they’ll get to know your brand more. As a result, your business will be remembered by them. One strategy to increase brand awareness even after customers leave the website is to remarket your brand with the correct strategies.
5. Results can be measured
PPC marketing allows you full access for you to view the results of your campaign. You can easily track your campaign’s success based on the keyword, advertisement, or placement. You can also check the test ads on your website and install the conversion tracking on your website to see what works and what doesn’t work.
6. Keep up with your competitors
There are high chances that your competitors also use PPC advertising. If you do not keep up with what they’re targetting, you will lose your potential sales and leads. However, bigger companies with larger advertisement budgets could push up the cost of specific keywords. With PPC ads, you can target niche keywords that are lacking from bigger rivals within your industry.
You pay for PPC ads only if somebody clicks on your ad. You can change your campaign settings to create a daily budget, as well as a cost-per-click (CPC) budget, so you never pay more for your advertising plans than you have allocated. However, if you don’t use the proper promotional methods, you might throw your budget away.Digital marketing and paid advertising constantly go through big changes. It’s a challenge for marketers to stay on top, especially as markets and keywords become more competitive.
You will achieve a competitive advantage by concentrating on the data-driven analysis by trusting the power of PPC ads to analytics. This creative approach will allow you to get the data from your campaign, exhibiting actionable insights that direct your decision-making on all aspects of your account.
PPC marketing guides advertisers to take advantage of Google and social media networks to reach the public. PPC ads can be risky, but when you equip yourself with fresh and appropriate data to get your advertising viewed, clicked and converted to sales, the results can be massive and worth it.