What is PPC and How Does It Work?
You’ve probably heard of pay-per-click advertising, or PPC. It’s a type of online advertising where businesses can display ads on search engines and pay when someone clicks on them. In this blog post, we’re going to explain everything you need to know about PPC so that you can decide if it’s the right marketing strategy for your business.
PPC has advanced dramatically since it’s beginnings and is now considered an umbrella term for all sorts of online advertising, including search ads on Google, display ads on partner sites, video ads on YouTube, Images ads on Google Discover, product ads on Google shopping and much more. Not all of these platforms work on a pay per click model – some work on pay per view or pay by impression, but the principle is similar – you pay the provider for displaying your ad to the right user, with the intention that they will make a purchase or other desired action when they reach your website.
How Does PPC Work?
PPC works by businesses bidding on keywords that they think people will use when they are searching for products or services that they offer. For example, if you owned an insurance company, you might bid on keywords such as “home insurance quotes” or “car insurance offers.” The amount that you are willing to pay per click will partly determine your position in the advert results. The more you are willing to pay, the higher up your advert will appear, but this is just one of many factors that determine the position of your ad.
When someone searches for one of your keywords, your advert will appear in the results, and if they click on it, they will be taken to your website. You will then be charged the amount that you bid per click. The aim of PPC is to get as many people as possible to click on your advert so that you can generate leads and increase conversions.
Research has shown that people who click on PPC ads are 50% more likely to make a purchase than those who find businesses through organic search results.
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Next Steps
Although anyone can set up a Google Ads account and start running ads on Google and the Display Network, it is a complex system, with a lot of room for error, which can prove to be very costly in terms of wasted budget and lost opportunities. If you are interested in starting with PPC or improving the performance of your existing campaigns, take a look at our PPC service page and get in touch to discuss your needs