How Does Pay Per Click Advertising Work?
Whether you know a bit about PPC or you are curious to know more about it but are not sure where to start, you landed on the right page. We at PPC Hire would like to tell you how it works, and how you can use it to further your business interests.
What is It?
Pay Per Click advertising or PCC is a model of online marketing where advertisers pay a fee each time someone clicks their ad. It is a method of earning visits to your site instead of trying to earn through other marketing strategies.
Advertising on search engines is one of the most popular types of PPC. It lets an advertiser bid and have his or her ad placed in the sponsored links section when someone searches for a certain keyword. For instance, if you bid for the Keyword “Kids Toys,” the ad may appear at the top of the search page if someone Googles this keyword.
Each time the ad is clicked, and the visitor visits the site, the advertiser will pay a small fee to the search engine. When PCC works as it should, the fee is quite small. This is because the fee is usually worth less than what you get from the visit. For instance, you might pay $5 for one click, but the customers buy $100 worth of goods. Thus, you will have earned a huge profit.
Building a winning PPC requires a lot of effort. For one, you will need to research and choose the keywords you think will work for you. Besides that, you will need to work on the landing page, which will help you optimize conversions. The search engine is going to reward advertisers who create relevant and targeted pay per click campaigns by charging them less for each click.
If the ads and landing pages prove useful to users, Google will ensure you pay less for future clicks. The result is that your profits will rise even more in future. Thus, if you plan to use PPC, it is important to understand it first.
Understanding Google AdWords
If you plan to use PPC, you will also need to use Google AdWords. It is the most popular PPC system globally. This platform lets you create your content, which will appear in the Google search engine and other properties owned by Google.
The AdWords platform is designed for the PPC model. Users get to bid for keywords and pay for each click on their ad. Every time there is a search initiated, Google scans a large pool of advertisers on AdWords and chooses those who should appear on this valuable space. The winners are picked based on a combination of various factors. These factors include relevance, quality, and the size of their keyword bid.
In short, the one that appears at the top of search results is based on AD Rank. It is a metric that is arrived at by multiplying two main factors: CPC Bid and Quality Score. This lets the winning bid to reach potential customers at a cost that is within their budget. In essence, it is an auction.
Why Google AdWords
Using AdWords for PPC marketing is quite valuable. The reason for this is that since Google is the most popular search engine, Google receives huge amounts of traffic. Thus, it is able to deliver the highest amount of clicks and impressions for your ads. The frequency with which your ads appear will depend on the keywords and match types that you pick. While various factors determine the success of your ad campaign, you will achieve a lot by focusing on this area:
- Keyword Relevance
Crafting the right PPC keyword list, proper ad text, and tight keyword groups matter
- The Landing Page Quality
You will have to create optimized landing pages with relevant, persuasive content and a concise call to action tailored to each specific search query
- Quality Score
The Quality score is a rating system created by Google that checks the relevance and quality of the keywords, PPC campaigns, and landing pages. Advertisers with the best quality score will get more clicks at a lower cost.
Keyword Research for PPC Advertising
Keyword research for PPC can be quite time-consuming. However, it is also quite important. The entire PPC campaign is based on keywords. The most successful AdWords advertisers are always growing and refining their keyword list. If you do keyword research just once, you will probably miss hundreds of thousands of crucial, low-cost, long tail, and relevant keywords, which will drive traffic to your site.
For the keywords list to be effective, you will need to work on relevance. This will ensure that you are not paying for web traffic, which has no value to your business. You want to find keywords that will lead to a high click-through rate and with an effective cost per click. Thus, only pick keywords that are closely related to what you offer.