What is Pay Per Click Advertising?
Pay–per–click (PPC), also known as cost per click (CPC), is an internet advertising model used to drive traffic to websites, in which an advertiser pays a publisher (typically a search engine, website owner, or a network of websites) when the ad is clicked. PPC is an online advertising model in which advertisers pay each time a user clicks on one of their online ads.
How Does Pay-Per-Click Advertising Work?
In order for ads to appear alongside the results on a search engine (commonly referred to as a Search Engine Results Page, or SERP), advertisers cannot simply pay more to ensure that their ads appear more prominently than their competitor’s ads. Instead, ads are subject to what is known as the Ad Auction, an entirely automated process that Google and other major search engines use to determine the relevance and validity of advertisements that appear on their SERPs.
What Do PPC Ads Look Like?
- Most PPC ads appear in search results, but not all. There are three main types of pay-per-click marketing ads. 1. Text Ads 2. Display Ads 3. Shopping Ads. Below is a look at a text ad on a Google SERP through Google
Advantages of PPC Advertising
- Cost effective– because you only pay when a user actually reaches your website, it can be good value for money. You can choose to spend as much or as little as you like.
- Targeted – you can choose your audience according to demographics like location, language and device.
- Measurable– PPC campaigns can be set up to carefully measure effectiveness. You can determine exactly how much your return on investment is.
- Customisable– as you run your campaigns, you can make many small adjustments to improve based on what works best.