What Is PPC
Before you can start running your PPC campaign, it's a good idea to know a little bit more about what PPC is. Find out in this helpful video.
What is PPC?
So you want to learn a little bit about Pay Per Click advertising, or PPC as it’s more commonly known.
First let’s talk about what PPC really means, and then we can learn how it works!
So we’ve already learned that PPC stands for Pay-Per-Click, this is a model of online advertising in which an advertiser (Hint: that’s you!) bids on search terms, and then pays a fee each time one of their ads is clicked.
Basically, you are paying for buying clicks to your website, rather than earning them organically.
PPC is most popular on search engines, mainly Google, Bing, and Yahoo. You’ve most definitely seen these types of ads in the past, even if you didn’t realize it! Advertising is also growing in popularity on social media sites, but this works a little differently and we’ll cover that in another video.
On a search engine, this is what a common PPC ad looks like. (Show SERP on screen)
Every time one of those ads is clicked - sending a visitor to the site, the advertiser has to pay the search engine a fee. If your ads are optimized and effective, this fee can be justified as you are pushing qualified leadsvisitors to your site which can help result in a positive ROI!
There is a lot that goes into your PPC campaign, you have to research and select the right keywords, create compelling ads, optimize landing pages, make the right changes, and a lot more.
Let’s look at the most popular PPC platform, Google Adwords, so that we can learn a bit more about how this all works.
So each time a search is made Google will look at all the relevant advertisers using those keywords,from this they pick the ads to show.Essentially, the ad goes through the ad auction, which figures out which ads are eligible to show. Out of those ads, the system weeds out any ads that aren’t eligible, like those targeting users in other countries. Then out of those ads Google reviews the Ad Rank, which is a combination of your maximum bid, and your quality score, which is determined by your expected clickthrough rate, ad relevance, and landing page experience.
The great thing about the auction is that even if your competition outbids you, you can still win a higher ad position (and at a lower cost!) for having a higher quality score. So it really pays to build a high-quality campaign.
It’s best to leave the explanation of the Ad Auction and Ad Rank to Google themselves in this handy video:https://www.youtube.com/watch?v=PjOHTFRaBWA
So that’s a quick overview of the PPC system. We’ve talked about what PPC is, how an advertiser is charged, and what affects your cost.
There is much more to talk about with PPC, but this is a good jumping off point! Have some more questions regarding PPC? Hit us up in the comments and we will help you out. We here at REW also offer PPC services if this is something you’d like to take advantage of, but don’t have the knowledge or time to manage it yourself.
See you next time!