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The Ultimate PPC Guide to Get Your Fundamentals Straight

  • By Admin
  • March 20, 2022

What Does PPC Mean?

Inevitably you’ve asked yourself more than once what PPC is. A term that comes from English, PPC stands for Pay Per Click. This acronym refers to a model of internet advertising that has become quite popular in recent times. In this type of advertising, an advertiser pays to put their ads on a website, search engine, social network, or any other digital platform. As a result, every time a person clicks on the ad, they will be directed to the advertiser’s website.

This system has three primary forms of payment:

  • Cost Per Click: The advertiser only pays when the user clicks on an ad.
  • Cost Per Publishing: The advertiser pays a fee for the number of times your ad is published.
  • Cost Per Acquisition: The advertiser pays when the user has met the objectives.

PPC Marketing is a handy direct response tool to obtain sales and attract new customers in the present times.

What Is Pay Per Click In Marketing?

PPC can be used in any advertising campaign to:

Increase sales

✅Generate leads

✅Promote a brand

The Benefits Of PPC

PPC comes with several benefits for brands today. In addition to being a great source of advertising, it is also a cost-effective option to market your brand to your prospective audience. The best thing about this form of advertising is that you only pay for the actual results, i.e., when a user clicks on the ad.

Some other benefits of using PPC advertising include:

  • Some platforms such as Google Ads can showcase your products directly to users interested in or looking for those same products.
  • PPC reveals information about the ads. This refers to the number of clicks that have been made or the leads that it has obtained.
  • If a PPC campaign doesn’t work, changes can be made on the go.
  • For companies that offer a product or service that is purchased online, it is a good internet strategy. The conversion from click to sales is more straightforward and more direct in this form of online advertising.
  • You can segment and select the geographical areas where you want your ads to appear.
  • You choose the budget you want to invest per ad.

The Basics Of PPC

Pay Per Click advertising is all about generating leads, increasing sales as well as promoting brand awareness. It has to do, first and foremost, with relevance. Today, users are increasingly smart and internet-savvy. They usually seek specific products and services at a given time. Hence, PPC allows advertisers and brands to meet these needs by showcasing targeted ads to the users precisely when searching for a specific product or service. This can lead to increased relevance and a successful PPC campaign.

Major Platforms for PPC

Two significant platforms help you reach your target audience through PPC campaigns. These are Microsoft Advertising and Google Ads. The two platforms can be utilized efficiently if you can find some successful PPC campaigns to run. Let us check them out in detail.

  • Microsoft Advertising

You can use Microsoft Advertising by running your pay-per-click campaigns on Yahoo networks as well as Microsoft. The advertising on Microsoft is primarily as keyword-based, and it also uses some Search Partners. According to the data from 2017, there are 137 million unique desktop searches of Microsoft Advertising through its Bing search engine.

  • Google Ads

Google Ads is the largest platform for pay-per-click. It works on Google search engine and other search partner websites as well as display network sites. It has been running for the last 17 years since the year 2000. However, it has seen several changes and iterations in the last few years. It caters to all kinds of companies ranging from the small ones to the big ones, including the Fortune 500 companies.

Understanding the Types of Ad Campaigns

It is essential to understand the types of ad campaigns to choose your style depending on your needs and target audience. Let us check them out one by one.

  • Product Listing Ads: Shopping websites mostly use these ads. They are shown on Microsoft as well as Google. These types of shopping campaigns can be easily created through Google Ads once you submit your product feed to the Google Merchant Center. Various product groups are created by merchants based on their features and attributes. They are usually classified based on product types, brands, category, item ID, condition, and other customized attributes. These types of shopping campaigns do not have keywords. The search engines match the queries of the users to the product that seems most relevant. Hence, while creating these campaigns, it is essential to have clear descriptions, titles, and other information.
  • Display Network: It is shown within several websites that agree that they will show Google images, text, or video advertisements. These ads are based on demographics and audiences but not on keywords.
  • Search Network: It is based on keywords primarily and works with Google search partners such as Amazon.com, aol.com, and others.
  • Display Opt-in Option on Search Network: As the name suggests, it is a combination of display and search network, but in this case, Google decides where and when the ads would perform better. So, there is not much control with the advertiser.

As evident, there are many aspects related to PPC that you must know before delving into it. This article touches upon all the necessary information that you need to have before launching an account of PPC of your own.

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