An Introduction to Pay Per Click

Introduction

Pay per click advertising is one of the best marketing investments you can make in 2020 and beyond.Not only are both Bing and Google Ads PPC ads a relatively cheap cost per click compared to other marketing avenues , but they also target people where and when they most likely to need your product.

Before you get started on your Google PPC ( or Bing PPC ) campaign , you should familiarize yourself with the statistics that make it worth it. If your ads and landing pages are useful and satisfying to users , Google charges you less per click , leading to higher profits for your business. Google Ads ( formerly known as Google AdWords ) is the single most popular PPC advertising system in the world.

Every time a search is initiated , Google digs into the pool of Ads advertisers and chooses a set of winners to appear in the valuable ad space on its search results page. The bid amount may affect placement , but the advertiser only pays when their ad is clicked by an online user. The most common PPC ad format appears on search results pages of search engines like Google or Bing.

How it Works?
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Advertisers have the opportunity to place their brand , product , or service front and center in the form of an ad that targets a specific keyword or behavior. Use keyword search tools to find relevant keywords with the right volume and the average cost per click. Once you have the relevant keywords , create an ad and set it up in the search engine platform. Set the bids for how high up in the ad section of the search results their ad will show.

Apart from bid price , the advertising platform also looks at factors such as quality score and ad extensions to determine which ad is suited for the highest position. Advertising on search engine using Google AdWords and Microsoft Advertising is a good option for most businesses. Set your bids for different keywords and select your daily , or monthly , budget. Write your PPC advert and link to a relevant landing page on your website. No matter what your objective is , PPC ad results are what marketers dream of.

Practically , PPC uses search engine advertising to generate traffic by increasing clicks to your website. Every time someone clicks on the ad , the search engine gets paid according to the bid set when the ad was created. There are many different types of paid advertising campaigns , and the one that you choose depends on where you can reach your audience.

Search Ads are the most common type of PPC and refer to the text ads that show up on search engine results pages. There are several ways to buy display ads , including Google Display Network ( GDN ) and other ad networks. On both Google and Social PPC ads , you have the option to group together ads. Although it may be tempting to try to get as much of your message into an ad set as possible , try to stay focused. On both Google and Social PPC ads , you have the option to group together ads.

Campaign
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Although it may be tempting to try to get as much of your message into an ad set as possible , try to stay focused. A campaign is the highest level of organization with a PPC account. Each campaign you create will house a set of ad groups , each of which in turn house a list of keywords and corresponding text ads. All settings which govern your ads ( location targeting or ad scheduling being just two examples ) are set at the campaign level.

To learn more about the various settings you can take advantage of within a given campaign , take a look at part one of our guide to building a Google Ads account. Some platforms take more than just bid into consideration about how gets a placement , however. Facebook Ads and Instagram Ads take relevance and ad engagement into consideration.

Ads that perform well are given a higher relevance score and are given more impressions at a cheaper price than ads with low relevance. Similarly , Google Ads assigns ads a quality score based on factors like keyword relevance and landing page quality that can affect how much you pay for each click. Facebook Ads is a popular and effective platform for paid ads ( more commonly used as CPM than CPC ) , mainly due to its specific targeting options.

Targeting Demographics
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Facebook allows you to target users based on interests , demographics , location , and behaviors. Also , Facebook allows for native ads , which means ads are introduced and blend into the social feed. Not to mention , you can use Facebook Ads to advertise on Instagram as well. Although CPM is more common on social platforms , social media sites do offer PPC that works similarly to search engine ads in that you set a budget and bid on ad placements.

The difference is social media ads can show up directly in your news feed on most platforms , decreasing the effectiveness of ad blockers. Social platforms , like Facebook , let you set targeted demographics as well as target people based on interests. Retargeting is remarketing to people based on site visits or manually uploaded contact lists.

Potential customers can view essential information ( e.g. , price , product image ) before they click through to your site. To generate these ads from your PPC account , you must format and upload a product data feed to a corresponding Merchant Center account which is then linked to your PPC account.

Google then uses the essential information from your feed about that product to automatically generate a shopping ad.