PayPerClick advertising is a part of digital marketing in which the advertiser is charged every time when their ad is clicked. The PPC ads are commonly displayed in search engine results page with a label named as “ad” or “sponsored”. When the particular ad is clicked, a small amount is paid to the search engine as a fee; if the ad campaign is well constructed, the charges are insignificant.
One of the best examples of PPC is Google Adwords – it is an advertising service which helps the users to place an ad on the Google search results page. The AdWords lets the businesses to bid on the desired keywords and collect charges from the advertiser when their ad is clicked. Whenever a search term is entered in the Google, it examines the ads of AdWords advertisers and chooses the winning ads to place on its search results page.
The winning ads are chosen based on several combined factors such as quality and relevance of the keywords, ad campaign and the size of the bided keywords. An ad is placed based on a calculation of CPC (the amount which advertiser spends) and quality score which includes CTR, keyword relevance and the quality of the landing page. The advertisers who won this auction can reach their customers at the cost set by them.
To run a successful PPC campaign, the users should frame relevant and suitable keyword groups. The landing page should contain CTA, appropriate and quality content which matches with the search query. The keywords you frame for the campaign should be pertinent, long-tail and the new keywords can be added to the list. The ad text should be persuasive that induces the visitors to click the advertisement.
PPC can be performed effectively by hiring a PPC expert because there are many ways to lose money in online advertising if it is done without a professional guidance. Hire an SEO company and work with them on your ad copy, bidding strategies, and to conduct competitor analysis before placing your ads on search engine results page.