PPC is a paid online advertising model in which advertisers pay a fee each time their ad is clicked. Digital Marketers create advertisements and then bid on specific search keywords at the online auction. This allows them to display their ads on the search engine results page such as Google search.
A fee is charged by Google every time an ad is clicked, sending the visitor to a landing page or the website. It is basically a shortcut to redirect the customers to your website or landing page to take an action in your website such as buying a product or signing up a form.
The different types of PPC ads include, search ads, local search ads, display ads and remarketing. These ads can show up on web pages, social media platforms, and mobile apps. The Images, text and description for the ads will be designed by the marketer. Key points that make difference in getting higher clicks at a cost effective price is choosing the right keywords and also making your ad attractive enough for the visitors to take an action.
HOW DOES IT WORK?
In Pay-Per-Click advertising, ads are subject to a bidding system known as the Ad Auction. It’s an automated process followed by major search engines to determine the validity and relevance of the ads that appear on their search engines results page.
At the auction, advertisers bid on keywords that are relevant to their business. These are search terms they want to “trigger,” or display, their ads. For example, if your business sells shoes, you will want to bid on the keyword, “shoes shop”.
By using Digital marketing tools such as Keywords planner and some other online tools the marketer can research on a particular location about the audience and most search keywords. After researching and finding the right keywords the marketer will bid for each keywords based on the total search, competitor analytics and CTR (click through rate)