Introduction

PPC also known as pay-per-click is a type of online marketing where the advertisers have to pay whenever a user clicks on one of their ads. The use of search engines is the most used form of PPC, this can also occur via social media platforms i.e., Facebook and Instagram, and also by displaying advertising on websites.

How does PPC operate?

The process of PPC advertising is that the advertiser has to bid on individual keywords or phrases, where they aim for their ads to be visible in search engine results. If the user searches for those keywords or phrases, the advertiser will appear between the top results. A fee will be charged to the adviser whenever a user clicks on their ad. The advertiser also constructs campaigns that target individual demographics, interests, locations, etc. A maximum bid will be put forward for the targeted keywords. The order of showing ads will be determined by the complex algorithm, which is utilized by the search engine.

Often, pay-per-click advertising operates on two models where the rates are fixed, those models are the flat-rate model or the bid-based model.

• Flat-rate model
  In this method, the advertiser has to pay the publisher a fixed fee for each click. The publishers have to keep a list of distinct PPC rates and those rates apply to different areas on their websites. The publishers have a right to negotiate and are very open regarding this matter. The publisher in most cases can lower the fixed price if the advertiser presents a long-term or high-value contract.

 

• Bid-Based model
  This method focuses on the advertising spot, where each advertiser has to make a bid with a maximum amount of money, which they are ready to pay for. After that, a publisher tackles an auction with the help of automated tools. An auction takes place whenever a visitor activates the ad space. Through the rank, the winner of the auction is announced and not by the total amount of money provided. The quality of the content and the money offered is weighed upon by the rank. The content should be relevant only then it can be as crucial as the bid.

 

The importance of PPC

PPC is important because it offers several benefits which are not initiated with SEO or social media.

• Immediate results
  Understanding your clientele is highly crucial for any business, with the help of social media insights yThe advantage of PPC advertising is that it drives traffic almost immediately. Whilst, SEO takes too much time to produce results. Ads are generally approved by platforms on the same day, guaranteeing nearly rapid maximum disclosure. This can be any method, like a text ad through Google search, an image ad via Instagram, or even a feature on YouTube. Utilizing different platforms in separate formats can strengthen your brand’s visibility

 

• Approach your targeted clientele
  To reach the right audience, PPC advertising authorizes marketers to target individual demographics, interests, and locations to help out. By examining the actions and preferences of individuals, you can modify your advertising to appeal to specific demographics. Using platforms such as Facebook can assist in reaching the audience with the highest likelihood of converting into customers.

 

• Profitable
  The PPC advertising method is more cost-effective than many other advertising methods, like television or print ads. Considering that the marketers only pay whenever a user clicks on their ad, only then they come up with their budget for their campaign.

Important tips and techniques for PPC strategy and campaign planning

These crucial tips and techniques should be kept in mind when planning a PPC campaign.

• Know your targeted audience
  Recognise the demographics of the people where you want your ads to reach, which includes their age, gender, location, interest, and much more.

 

• Set straight goals
  Establish your goals regarding your PPC campaign, and what you want to achieve through it. Like the option to increase website traffic, drive sales online, and or generate leads.

 

• Keywords Research
  The use of keyword research tools can be quite helpful, these tools give you access to relevant keywords. Include them in your ad copy and website, and use the terms and phrases that your target audience is on the lookout for as well.

 

• Construct a captivating ad copy
  To grab the attention of your audience, you should start by writing engaging and eye-catching headlines and descriptions for your ads. This will compel the people to click on your website.

 

• Deciding on the right ad platform
  There are many convenient platforms available for you to choose from to start advertising on, i.e., Google Ads, Microsoft Advertising, Meta Ads (for Facebook and Instagram), and many more.

 

• Try out different ad formats and targeting alternatives
  Play around with multiple ad formats (such as images, text, and video) and evaluate with different targeting options to choose whatever works perfectly for your campaign.

 

• Form a budget
  The most important part is to set a budget, decide how much you are willing to spend and work according to that budget plan.

 

Top PPC Advertising Platforms

The Internet is full of many PPC advertising platforms, some are among the top listed and those are:

Google Ads

Google holds superiority among other search engines, because of its unparalleled popularity. This is the reason why the fees for Google Ads’ paid advertisements are quite high. Google Ads is the most famous and the largest PPC platform. There are almost 99,000 plus search inquiries every second with Google, it is an amazing chance for your ad to get recognised by your targeted audience.

Facebook

Facebook is a widely used online advertising platform, it allows businesses and organizations to have their products and services promoted. These ads have several forms which include:

• Image and video ads:
  This type of ad is not complex as it only contains a single image or a video, alongside a short headline and a CTA button.

 

• Carousel ads:
  These ads display various images and videos in one single ad. This will allow the users to easily scroll through the images or videos so that they acquire more information about the products and the services being advertised.

 

• Slideshow ads
  This turns the ad into a video-like experience with the use of many still images.

 

• Collections ads
  This ad shows multiple products in a single ad, also with a link revealing the full-screen view of the products.

 

Conclusion

PPC campaigning is a great way to boost the growth of your business, and the internet is full of platforms accessing PPC advertising. In this article, the process of PPC campaigning has been thoroughly explained. Top PPC advertising platforms are highlighted to get a deeper understanding of PPC campaigning. A few tips and techniques are also thrown in this article to help out the newbies experimenting with PPC advertising.