PPC is a digital marketing channel that businesses use to drive traffic and conversions from search engines.
Maybe you are looking for ways to land your first traffic and sales for a new business or are considering ways to grow your brand’s presence online.
PPC can be a great way to market your business and reach new customers, but it can be a little confusing at first for those just getting started with the channel.
In this guide, we will help you understand what PPC is, how it works, how you can use it to drive success for your business and explain different platforms, and how they work.
- What is PPC?
- How Does Pay-Per-Click Advertising Work?
- Why Use PPC?
- PPC vs. SEO
- The Main PPC Platforms
- The Basics of Search Ad Campaigns
- The Basics of Shopping Ad Campaigns
- A Note on Other Bidding Strategies
- Keyword Research and Competitor Analysis for PPC Campaigns
- Where Can You Learn More About PPC and Optimizing Your Campaigns?
What is PPC?
PPC, which stands for pay-per-click, is an online advertising model where advertisers run ads on a platform such as Google Ads and pay a fee every time someone clicks on it.
Run almost any search on Google (or Bing), and you will see ads displayed at the top of the results page.
See the product grid to the right-hand side? They are also ads that show when a search has a commercial intent.
Businesses use PPC to drive traffic, sales, or inquiries from their target audience. Common PPC platforms allow an outstanding depth of targeting, meaning that you can serve ads in front of those only who you deem to fit your customer demographic.
Search engines are the number one way that people look for suppliers of both products and services, and when there is an active audience looking for what your business offers, there is an opportunity to make a sale.
PPC can help you get in front of these people with a precise level of targeting that traditional advertising doesn’t allow for.
Want to target someone who lives in San Francisco who is looking to buy a used Ford Mustang? Easily done.
PPC offers you an opportunity to reach your audience at a time when they are looking for a business like yours while gaining data insights to help you improve the efficiency of the channel over time.
Paid advertising is big business, and it is reported that Alphabet (Google) alone earns more than $162 billion per year through their ad platforms.
How Does Pay-Per-Click Advertising Work?
PPC as a marketing channel covers a number of different ad platforms, with the most common of these being Google Ads and Bing Ads.
And within each of these platforms are different ad formats, including:
- Search Ads
- Shopping Ads
- Display Ads
- Video Ads
- Gmail Ads
Most commonly, you will find that businesses start their PPC marketing on Google Ads, for the simple reason that it gives access to the largest audience of potential clients and customers, as well as a number of different ways to set up and run campaigns depending on your goals. – Read more