Pay-per-click (PPC) is an online advertising model where advertisers pay a fee each time their ad is clicked. It’s a way of buying visits to your site, rather than attempting to “earn” those visits organically through SEO or other means. PPC is commonly associated with search engine advertising platforms, such as Google Ads and Bing Ads, but it can also be utilized on social media platforms like Facebook, Twitter, and LinkedIn.
Here’s how pay per click typically works:
Ad Auction: When a user performs a search on a search engine or visits a website with display ads, an ad auction takes place. Advertisers bid on specific keywords or placements relevant to their target audience.
Ad Placement: The search engine or website then determines which ads to display and in what order based on a combination of factors, including bid amount, ad quality, and relevance to the user’s search query or browsing behaviour.
Ad Display: If the user’s search query or browsing behaviour matches the targeting criteria specified by the advertiser, their ad may be displayed prominently in the search results or on the website.
Cost per Click (CPC): The advertiser is charged a certain amount for each click on their ad. The cost per click varies depending on factors such as the competitiveness of the keyword or placement, the quality of the ad and landing page, and the audience targeting options chosen by the advertiser.
Ad Performance: Advertisers can track the performance of their PPC campaigns in terms of clicks and conversions. This data allows them to optimize their campaigns over time by adjusting bids, targeting criteria, ad creative, and landing pages to improve results.
PPC advertising offers several advantages, including:
Immediate Results: Unlike organic methods like SEO, PPC campaigns can generate traffic and results quickly, making it an effective strategy for businesses looking for immediate visibility and leads.
Targeted Advertising: PPC platforms offer advanced targeting options, allowing advertisers to reach specific audiences based on factors like location, demographics, interests, and behaviour.
Overall, PPC can be a highly effective advertising channel for businesses looking to increase their online visibility, drive targeted traffic to their website, and achieve specific marketing objectives.
If you are looking to increase your website traffic through pay per click advertising, get in touch today
To learn more about organic traffic to your website read more of our blog articles here