PPC or Pay-Per-Click is a form of digital marketing advertisement that pays you a sum every time someone clicks on your ads, hence the term pay-per-click. It’s a model of digital advertisement that in a way buys visitors to your website rather than organically acquiring them.
PPC is very successfully used for search engine advertisement. It allows advertisers to bid for a place on the first page of a specific search result on Google. PPC advertisement is used by big and small businesses, companies, and anyone who has something to offer to the Internet. When PPC is used for search results, it offers the advertiser a bigger click on page ratio.
Everyone someone visits your website link through PPC, you have to pay the search engine a small fee. The cost for a click can be very small compared to what you might get in return. If the click results in the visitor buying $200 worth of products, then paying that $3 fee is none existent.
Search engines reward websites who have an organized PPC campaign. What this means is that Google charges a smaller fee if your ads are relevant, intelligently created, and if your landing pages are helpful and satisfying to users.
This means that having a well organized PPC campaign by carefully choosing keywords and organizing those keywords will cost you less money. While not everyone understands PPC, hiring a PPC agency will help you get the best out of your keywords and optimize your content so that Google and other search engines are satisfied with your website, subsequently leading to higher profits.
What is Google Ads?
Google Ads is the single most popular form of PPC advertisement. It is formerly known as Google AdWords and it is a platform that enables users to create ads that will appear on Google’s search engine.
Google Ads work in a way that it mimics a pay-per-click model with a bidding auction. Every time a search is initiated, Google chooses a winner from the pool of advertisers.
The winner is chosen based on the keyword relevancy to the search result, the relevancy of their ad campaign, and a host of other factors. The amount advertisers bid for the keyword and their Ad Rank plays also a key role in deciding the winner.
Advertisers Ad Rank is a combination of two factors. One being the CPC Bid, which is the highest amount of money that an advertiser is willing to bid for the search result and the other, is Quality Score. Quality Score is a value that takes into consideration your click-through rate, the quality of your landing page, and the keyword relevancy.
How to do PPC Keyword Research?
Keyword research for your PPC campaign can be incredibly time consuming but equally important. Finding the best PPC keyword for your next ad campaign should be the combination of:
- Relevant: The keywords that you will be bidding should be relevant to what you offer to your audience.
- Exhaustive: Your ad campaign should be consistent with the most popular and frequently searched terms inside your niche. Long-tailed keywords cost loss and they are easier to use since they are less competitive
- Expansive: You want to find keywords on which you can further expand with your ad campaign in the future.