What is Pay-Per-Click? How Does PPC Work?
It is impossible to be a marketer, but you have not heard the name click advertising or PPC. But do you know its importance as an SEO expert or digital marketer? What is clickbait, and how to run a perfect clickbait campaign? This is what we are trying to examine in this article.
Although about 45% of small businesses deal with online advertising in some way, click advertising is a concept whose nature and importance are poorly understood. As a marketer, PPC is a skill you need to know or at least understand to succeed in today’s world.
What is click advertising or PPC?
PPC stands for Pay-Per-Click, which means pay-per-click. PPC is a form of advertising that allows you to place your website on the first search engine results page (SERP) for a specific fee when someone types words or phrases into a search engine (Google or Bing). G, Google, or the search engine, in general, displays the ads you create to let visitors know about the existence of this content on your website, and the cost you pay is based on whether people click on your ad. When done correctly, PPC can increase website traffic and decrease bounce rates.
PPC ads are indeed more common in search engines’ results pages like Google or Bing, but it is not limited to search engines and is also used in virtual spaces like Facebook.
With these explanations in mind, let’s now look at some of the benefits of PPC advertising.
What are the benefits of PPC?
PPC ads are affordable.
With PPC advertising campaigns, you have complete control over how much you want to spend because you only pay when visitors click a link to your website or landing page.
They are fast and efficient.
Although organic traffic is significant, sometimes it takes months or even years to get on the first page of SERPs. If you’re a startup or small business, you probably don’t have the time to wait to get organic traffic. This is where PPC advertising comes in. With basic click ads, you can get your target pages to the top of the SERPs within hours of launching your campaign.
You can easily do A/B tests and trial and error with click ads
You can run A/B tests with different ads to identify the ads with the highest return at the lowest cost. You can then divide the changes into categories based on user feedback and use them as needed.
PPC advertising allows you to target your ideal customers
With PPC advertising, you can bypass secondary audiences to target core audiences ready to buy your products and services. This type of advertising is more accurate targeting than other types.
PPC ad data can improve your SEO strategy
PPC doesn’t mean you should abandon your search engine optimization (SEO) efforts altogether. Your paid ads should complement your SEO strategy instead of replacing it.
Specific terms that you will encounter in running the campaign
If you’re considering getting into the paid advertising space, you should know a few times before spending your pennies. In the following section, we will explore the main elements of a PPC campaign, so stay tuned.
Ad Rank or Ad Rank
This value determines an ad’s position on the search engine results page. The higher the rating, the higher the price you will pay.
Quality or Quality Score
This is the score search engines will give your ad based on the click-through rate (CTR). This issue includes things like:
- Relating your keywords to the target page
- The quality of your landing page
- Your past SERP performance
it depends.
Maximum Bid or Maximum Bid
The critical part of the story is this part! This is the maximum amount you will pay per click on your ad.
Campaign
The first step in setting up PPC advertising is to define your advertising campaign. You can launch your campaign with a prominent headline, message, or theme you want to convey with your ad. Note that the type of page and the title of the campaign must match to gain the trust of the user and the search engine.
Keywords
Each ad in a campaign targets a set of related keywords or key terms. These keywords tell search engines which search words or phrases you want your ad to appear next to in the SERPs. Once you’ve determined which keywords are performing best for your target, you can rest assured that you’re halfway there.
Advertising category or Ad Group
As you know, there are different types of advertising categories, each with different words, so you will usually see ads related to the same topic next to each other. This is why you will create ads in your campaign based on a set of highly relevant keywords.
Add text or Ad Text
Your keywords should define your ad text. Remember, your Quality Score is determined by how relevant your ad is to your headlines and keywords. Therefore, the text in your ad (and the corresponding landing page) should match your target keywords.
Landing Page
A landing page is an integral part of your click advertising strategy. A landing page is where users reach when they click on a PPC ad, their final destination, whether it’s a single page of your website or your entire homepage. Ensure you zero in on design flaws and technical glitches before the campaign.
On which platforms do PPC ads perform best?
Now that you understand the basics of PPC, we guess your next question is: Where should I advertise? There are dozens of places to spend your ad dollars online, and the best way to check them out is to examine each platform’s ROI and past results closely. The most popular advertising platforms are effective because they are easy to use and, most importantly, get high traffic.
When choosing a platform, consider keyword research and extraction of the most used keywords in your field, planning for landing page design and internal content, and your advertising budget. After you have done these things, it is time to identify the spaces where you can do critical advertising, such as virtual networks and search engines. In the following section, we discussed the areas where you can run PPC.
Google Ads or Google Adwords
Have you ever thought about how many times in a day you hear the phrase “let me google you”? It’s probably more than you think. Therefore, Google Ads is the king of paid advertising. On average, Google processes over 90,000 searched keywords every second, giving you plenty of opportunities to target keywords that will get your target audience to click. The downside is that keywords are very competitive on this platform, so advertising costs more. If you plan to use this popular platform, you can use PPC ads in Google Ads with different payment methods.
Bing Ads
The benefits of using Bing ads are slightly lower than Google ads, which is quite reasonable. It will probably be evident to you if we say that the cost of advertising on Bing is down than Google, and you can do click-and-pay ads on this platform.
Facebook ads
Facebook is a popular and effective platform for paid advertising, and PPC is no exception! Facebook allows you to target users based on interests, location, and behaviors. Facebook also allows for local location-based advertising. You can also use Facebook ads for Instagram ads and hit two birds with one stone.
AdRoll
AdRoll is a platform for your former customers. This means it advertises to people who have already visited your website. For example, you can tell someone who reads your article about cooking with cheese; Serve display ads related to online cooking classes and reanalyze their behavior on other sites they visit. You may be interested that the retargeting process is also possible with Google Ads. Still, the advantage of using AdRoll is that it can display ads on Google and social networks. At the same time, which will give you more opportunities to attract clicks depending on your goal.
RevContent
RevContent focuses explicitly on promoting content through PPC. This platform is more like a reportage than a PPC, where your content is displayed on an external site, only it’s an organized ad instead of an article. You also select your desired keywords, displaying your ads alongside related content. By using this platform, you can drive user traffic to your website.
Is PPC the same as SEO?
SEO refers to optimizing your website to rank high and get free traffic from search engines. On the other hand, you have to pay for each click on PPC ads. SEO and PPC are processes that lead to the same result; businesses see the best results when they coordinate SEO and PPC in their marketing. Advertising is a part of SEO.
Zero to one hundred execution of click ads campaigns or PPC
Now that you understand PPC’s benefits let’s create a quality PPC campaign using Google AdWords or another platform. You don’t need to do this for every type of clickbait ad, but you should look at ways to drive traffic through each to ensure you’re creating an effective marketing campaign.
Setting parameters
You don’t need to know all the advertising platforms, but getting help from someone skilled in this field can put you several steps ahead. Without checking a campaign’s progress and error parameters, you will risk your ad being aimless and ineffective.
Before running the campaign, you must answer the following questions carefully to find your purpose for running this campaign and to be able to proceed with all the steps of the campaign step by step:
- Who do you want to target?
- What is the theme of your campaign?
- What is the measure of the success of your campaign?
- What type of campaign will you run?
- Specify the goals and criteria to achieve the goal in total.
Your campaign goals are a perspective to show the cost of advertising. Until you answer the above questions, you will never know precisely what you want and how much you need to spend to achieve it.
Let’s go over some common PPC tips and how to measure them. Brand awareness by your target audience is your most important goal. It may be a good idea to look into click ads to present an attractive image of your services or company. You can increase brand awareness through social engagement, surveys, and direct site traffic.
The second most crucial element in creating good click advertising is a relevant and attractive landing page for paid ads. If you run a product or service discount campaign or a limited-time contest, click ads are a great proposition. You should create a dedicated registration page or unique discount codes to know where your entries came to your landing page, social networks, or search engines.
Choose your campaign type.
You not only need to know where and in what environment you are promoting your campaign, but you also need to know how to run the campaign perfectly without any errors. There are different types of paid advertising campaigns, the selection of each of which depends on the main input channel of your users based on previous searches; This is why we say that advertising and SEO are not separate issues and should be implemented jointly in a campaign. Of course, that doesn’t mean you can’t advertise in different ways. At the same time, you can try a combination of different types of campaigns to find the best way to attract your traffic.
Providing ads in search engines is the most common type of PPC and usually generates more traffic because users do many searches on Google during the day, and Google Ads is by far the most effective click ad.
Keyword research is an integral part of PPC.
Whether looking for SEO or doing PPC advertising, keyword research will be the most important thing you do. In SEO, keyword research will take a significant part of an SEO expert’s time because the words we choose will later become your site’s keywords. In PPC, the important thing is precisely the same, the user can see the pages you want by searching for the desired word that represents your website or your landing page, and in fact, it is the most innovative and most strategic thing you can do to advertise your website, so research Don’t underestimate campaign keywords at all.
Are click ads also done in virtual space?
Click ads in social media are slightly different from other spaces and have their ways and methods. Sometimes it can be seen that click ads in virtual media are implemented by experts in the implementation of campaigns in the virtual space because every digital marketer may have a single expertise in one type of campaign, and advertising in the virtual space like Facebook is very specialized.
Online PPC advertising refers to any ad you see on social media, including Facebook, LinkedIn, Twitter, and Instagram. Depending on the platform, you can pay to have your ads displayed on social media posts of your audience, which will get a positive response for your brand.
Don’t underestimate the PPC strategy.
The most important discussion in click ads is strategy. If you follow all of the above, choose a suitable space, do the proper keyword research, and in general, everything is evident in your program, the lack of a robust strategy or improper planning for the campaign can lead to It will have a lot of harmful effects on your ads. For example, if you know that your user input is more from Google than from Bing, investing in Bing to get results may be much less impressive or even a dangerous risk. Suppose you know that Facebook is not of particular use in your country. In that case, the presence of Facebook ads to attract audiences and compatriots may not answer much and may even be called a waste of capital. To have a strong strategy, you mustn’t jump into the water and talk to experts before taking any action or try as much as possible to hire someone to run your campaign by spending money to get a better result.
Conclusion
In summary, it can be said that PPC is a particular type of advertising called click ads, which are paid, and marketers can use this example of advertising to show their brand better to users and expose their pages to more clicks. Click ads, like other types of ads, can include campaigns in which several landing pages are displayed to users using several specific keywords, and one of the most famous click ads platforms is Google AdWords.
Also, click ads can be implemented in virtual spaces such as Facebook and Instagram and have good feedback, provided that these applications are not filtered in the country you want, the campaigns will have good views, and if the total conditions of the keywords, the platform is suitable. And choosing the right persona should be followed entirely and comprehensively; you can witness the implementation of a successful campaign. And finally, it is recommended that if you do not have expertise in running campaigns (both Google Ads and social network campaigns), leave this matter to experts or consult them before implementation.
