PPC is a tactic where the advertisers place an online ad and pay whenever a viewer opens the ad. Placing the ad only costs whenever users engage with the ad. It is one of the ways to market and gain higher visibility on search engines.
There are multiple platforms for PPC marketing, most advertisers use Google Ads for their campaigns. It’s the ideal place to add paid ads, they will appear on SERPs (Search Engine Results Pages) and include an “AD” to show that it’s paid and not an organic search result.
Pay-per-click marketing can be broken down into two categories:
- Search advertising: Ads that appear as search results on search engine results pages (SERPs).
- Display advertising: Ads that appear as graphics, videos, or paid posts typically found on social media feeds and other third-party websites.
The Bidding System.
When Marketers create ads, they bid on specific keywords at the online auction. This allows them to display their ads on the search engines results page.
Every time the ad is clicked and sends the viewer to a landing page, a small fee is charged.
The different types of PPC ads include, search ads, local search ads, display ads and remarketing. These ads can show up on web pages, social media platforms and mobile apps. They usually look similar to the content around them. For example, the ads on social media channels such as Facebook and Twitter have the same format as organic posts but are marked with “Sponsored” or “Promoted” like the following image:
Why you should use PPC?
PPC is trackable, you can see how your campaigns are performing including the clicks and the traffic you are receiving. It’s also one of the fastest ways to establish your own campaigns and find new customers.
With PPC, your ads will work on all kinds of platforms, including mobiles and desktop devices.