Pay-per-click (PPC)

Topic Overview

Pay-per-click (PPC) is an online advertising model used to drive traffic to websites, where an advertiser pays a publisher when the ad is clicked. It is associated mainly with first-tier search engines such as Google Ads and Bing Ads. PPC is used for all types of campaign goals, including increasing sales, generating leads, and promoting brand awareness. It is essentially a way of buying visits to your site, rather than attempting to “earn” those visits organically.

Usage Types

There are several types of PPC, including:

Search Advertising

Search advertising is one of the most crucial channels of PPC ad campaigns. Advertisers use this method to bid for an ad placement in a search engine's sponsored links when someone searches using a keyword related to their business.

Display Advertising

Unlike Search Ads, Display Ads do not require the user to search for a product or service. These ads are displayed on advertising networks, and target users based on their browsing history.

Social Media Advertising

Platforms like Facebook, LinkedIn, Twitter, and Instagram offer their own version of PPC advertising. Advertisers can target users based on their profiles, interests, and behaviors.

Remarketing

Remarketing, also known as retargeting, is a type of paid ad that allows advertisers to show ads to users who have already visited their website. This method is effective in improving conversion rates, as it constantly engages users who have already shown interest in your product or service.

Google Shopping

These are ads that appear in Google's search results, separate from text ads. They include a product's picture, price, and merchant name. They are created through the Google Merchant Center and AdWords.

Conclusion

Pay-per-click (PPC) advertising allows advertisers to bid for ad placement in a search engine's sponsored links, to build brand exposure, and to increase the conversion rate. With various types of PPC such as Search Ads, Display Ads, Social Media Ads, Remarketing, and Google Shopping, businesses can reach their target audience effectively and efficiently.