What is Pay Per Click Advertising and How Does it Work?

PPC is a form of marketing in which advertisers pay a certain amount of fee whenever one of their ads is clicked. PPC is more of ‘buying’ visits and clicks to your website rather than generating them organically. The search engine is one of the most popular forms of PPC

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Never heard about Pay Per Click marketing? Are curious to learn more to use it to market your business, then you’ve come to the right place! If you are familiar with the ads that appear with the search results of Google, then you are pretty much aware of PPC already. Nevertheless, here you’ll learn what Pay-Per-Click advertising means and how does it work. 

Introduction to Pay-Per-Click (PPC) Advertising

PPC is a form of marketing in which advertisers pay a certain amount of fee whenever one of their ads is clicked. PPC is more of ‘buying’ visits and clicks to your website rather than generating them organically. The search engine is one of the most popular forms of PPC. In this advertising, the advertiser’s bid for an ad to be displaced or placed in a search engine sponsored link. This is when a keyword related to their business is searched. 

Moreover, it’s also alternatively known as Cost-Per-Click (CPC) model. If you think about it, it’s more beneficial to the advertiser, for if you bid $3 for a single click yet, you end up getting a $300 sale from that click, then you’ve made a hefty profit. 

How Does Pay-Per-Click Advertising Work? 

Now that we’ve established what PPC is let’s move along and learn how it works. For the ads to appear on the Search Engine Result Page or SERP, advertisers can’t just manually pay more to search engines to make their ads appear more prominently than the others. Things are done because all the ads are subject to a system known as the Ad Auction. Ad Auction is an automatic process that Search Engines like Google use to determine the validity of the ads which appear on their result pages. 

Role of Keyboards in Pay-Per-Click Advertising

Perhaps you can already assume by its name; Ad Auction is a bidding system. This entails that the advertisers bid on the words on which they want their ads to display. It’s like a trigger for the ads. These ‘terms’ or ‘words’ that trigger the ads are known as keywords. 

Main Platforms:

  1. Google Ads: 

    It’s safe to say that Google Ads is the most popular PPC advertising platform in the world. This Ads platform allows advertisers to create ads and display them on Google Search Engine and other properties and apps under Google. Google Ads was launched in the year 2000. From there it has gone through a wild journey over the last 21 years. It has has come on top of this Pay-Per-Click (PPC) advertising market.
  2. Microsoft Advertising:

    Like Google Ads, Microsoft Advertising is a PPC advertising platform that showcases ads on the yahoo ad Microsoft networks and affiliated engines. Microsoft is initially a keyword-based advertising system that has made 137 million unique searchers on the Bing Network until 2017. 

All the things mentioned above are all the primary things you need to know before diving into the PPC advertising world. However, this is just the first layer of information. It is highly recommended that you think and search more before marketing your business through PPC.

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