What is Pay-Per-Click Advertising?
Pay-Per-Click Advertising also referred to as PPC, used to attract visitors and drive traffic to websites. The name describes the way that you pay for this kind of advertising. Whenever a user clicks on an ad and is redirected to the link’s landing page, the advertiser pays the publisher for that click.
Pay-Per-Click Advertising is found on a number of media channels, and results on sites like Google and Yahoo!, embedded into blogs, on social media platforms like Facebook and LinkedIn, and even videos on applications like YouTube, Hulu, and Spotify.
How Does Pay-Per-Click Advertising Work?
If you are ready to make an investment to drive visitors to your website. Now it’s time to take steps to ensure you’re getting a proper return on investment (ROI).
Unfortunately, it’s not as easy as putting a link or a picture of a product online and hoping some unsuspecting users will give it a click. People have wised up to advertising, but there are still plenty of ways to deliver targeted ads that are relevant and appealing to the potential customers you want to reach.
What is the cost of PPC?
With any PPC campaign, you’ll pay the platform owner (Google, LinkedIn, Facebook, etc.); based on how much you wish to have them deliver your ads. These ads are triggered when a user’s online search query includes your selected keyword. Whenever a user clicks on your ad, you pay the current Cost-Per-Click (CPC) from your existing budget. When your budget has been reached, your ads will no longer be displayed. So start by deciding how much you’re willing to spend days on this kind of advertising knowing that CPC will fluctuate and that your minimum and maximum bids will affect your Ad Rank. Ad Rank refers to how often and where your ads are served on the Search Network and beyond. The higher your Ad Rank, the more desirable your position on the page, and the more often your ad will be shown as a result of a relevant search query.
About the illustration above
We searched for "refrigerator repair near me." The top 3 listings all have the "AD" indicator next to them, these are paid ads. The top one is our client Bill's Appliance Repair.
The next section is the Map Pack, an essential place to make sure you appear. People look to this to show companies near them. Google has started placing ads here, and the advertisement for Bill's also appears.
The final area is "Organic Results" that come from SEO (Search Engine Optimization). These are not paid but are crucial to growing your business.