PPC stands for ‘pay-per-click’, a model of digital advertising where the advertiser pays the publisher each time one of their ads is clicked.
Paid search (also known as search engine advertising or marketing) is one of the most popular forms of PPC. It allows advertisers to bid for ad placement in a search engine’s sponsored links when someone performs a search related to their business offering.
Essentially, you’re paying for targeted visits to your website as you only pay for advertising if your ad is actually clicked on.
Why would I need this?
PPC helps your ad place higher up on the search engine results page (SERP) giving your brand more exposure and visibility as targeted traffic is directed to your site. It’s great for smaller businesses as optimised PPC is very cost-effective because the ad spend is much lower than the sale meaning you can run multiple ad campaigns for each keyword creating a high return on your ad spend (ROAS).
However, it’s not as simple as just paying for the clicks and gaining traffic, a lot goes into putting together a strong PPC campaign. It consists of choosing the right keywords, arranging those keywords into well-organised campaigns and ad groups, and setting up PPC landing pages that are optimised for conversions. When done right, PPC can earn you quality leads if you can create a seamless user journey.
How does it work?
When setting up your ad, your budget, bid, campaign settings, quality and relevance of your ad all determine where and when your ad appears and how much you pay for a click.
Since all platforms that offer PPC advertising want to keep their users satisfied, they reward advertisers who create relevant, trustworthy pay-per-click campaigns with higher ad positioning and lower costs.
Real world examples