How does PPC work?
PPC stands for pay-per-click advertising. PPC advertisements are very common across the internet. The advertisements that are usually displayed with search results of search engines such as Google and Bing, are Pay-Per-Click (PPC) advertising.
What is the PPC Method of Advertising
Pay-Per-Click (PPC) is an online advertising model. In this model, the advertisers have to pay for each time when an online user clicks their online advertisement. Several kinds of PPC advertising are used, but search ads (paid) are the most commonly used PPC advertisements. Paid search advertisements appear when an online user searches for a commercial product or service. These advertisements appear because the user is probably looking to make a purchase. Searches such as ‘restaurants near me’, searching for a gift, or looking for the specifications of a smartphone, all trigger pay-per-click search advertisements.
Businesses that run advertisements are charged only when a user clicks on the advertisement online. (Hence the name pay-per-click advertisements). There are few other forms of Pay-per-click (PPC) advertising such as re-marketing and banner advertisements. An automated process by Google known as ad auction is used for determining the relevance or validity of advertisements that are displayed on the search engine results page.
To ensure that the advertisements of your product are displayed, it is recommended to bid on the keywords that appear to be relevant for your business. Many keyword tools help you to choose the right keywords to bid on. The primary factor that is analyzed for ranking algorithms is keywords, no matter if the search is done either with text or by speech. Many tools can be used to prepare your list of master keywords. The most common tools for search engine optimization are SEMrush, Answer The Public, Uber Suggest, and Google Keyword Planner.
Google PPC ads
- One of the most commonly recognized pay-per-click ads is probably Google ads. In response to the searches made by a user in Google search, these ads are displayed either on the top or sides of the search results page. Even though the ads are displayed on the search result page, the advertiser gets paid only when a user clicks on the advertisement. Different types of Google ads are available:
- Search ads
- Local search ads
- Display ads
- Re-marketing
Local Search ads
Local search ads are a specialized category of PPC standard search advertisements. However, what makes local search ads different is that these ads can be deployed by specifying the locations on Google Maps. This practice is best suited for local businesses. If your business is delivering products locally, it is recommended to customize your locations using local search ads in order to target the potential customers in your location.
Remarketing ads
Re-marketing ads are displayed to the users who have previously visited your website or mobile application. These types of re-marketing ads target the consumers so that they can reconnect to these businesses. PPC campaigns are effective tools for targeted advertising on the internet.
