PPC stands for "Pay Per Click". In digital advertising this is a method of purchasing traffic by competing in an online auction through a platform like Google Ads. When a searcher selects your ad on a SERP (Search Engine Results Page), and clicks your ad then you pay for the click based on your bid amount and the amount the competition was willing to pay for that spot at that moment, along with a host of other factors.
PPC (or Pay Per Click) ads are those results flagged as "sponsored" at the top and bottom (and sometimes side of) a Search Engine Results Page (SERP). Those are all the ads that are competing for your "click", and an advertising platform like Google Ads has decided where to place each sponsored listing or "ad" depending on the advertisers bid for your click, as well as a host of other factors.
As PPC (or Pay Per Click) is an auction that takes place at the moment a search happens (many advertisers are bidding for your eyes at the moment you search) it depends entirely on how much someone else is willing to pay for that traffic. Costs for PPC can be as little as a penny ($0.01) and as much as hundreds of dollars per click for high value keywords. Think of it as real estate: you would pay more to put your business in front of potential clients on 5th Ave NY, than you would on Main Street USA. Some SERPS are more valuable than others. There may also be additional costs for PPC Management, however those fees are often earned in reduced costs, long tail search, and a more efficient spend.
First and foremost in Search Engine Results Pages (SERP's). But depending on how you structure your campaign, and the settings you select, you may also have PPC Ads show on a content network (sites that publish content and have ads on their web pages).
It is very important to do both. PPC and SEO 100% work together. Every product or service has hundreds (if not thousands) of ways your customers are searching for them. It would take many years to craft an SEO strategy for each of those search combinations. When you use PPC and SEO together, you can target many search terms with PPC (Pay Per Click) while you build SEO (Search Engine Optimization) or "organic" target pages. Eventually your SEO traffic will pick up while you add new PPC targets expand into new and more difficult search terms.
All search engines have an advertising platform. Google has google ads (previously adwords), microsoft has microsoft ads (previously bing ads). These platforms allow you to choose relevant keywords, and place a bid, or maximum amount you would be willing to pay for a click. When a relevant search takes place, an auction happens that takes numerous weighting factors into account to determine the order of ad placement on the page, positions 1-3 in the top and 4 and 5 at the bottom. (this is a massive simplification of how this works, and there is no unified search results page)
No. Pay per click platforms allow you to advertise using banner ads across their "display network" and network partners. As the internet is full of content on many subjects, you can target your ad content, to match the page content. You can also run remarketing campaigns across their display network.
Remarketing (sometimes called retargeting) is when a visitor to your site has a cookie (a snippet of code) placed in their browser, that lets advertisers know to display your ad content to them when they visit other sites. There are best practices that should be followed to ensure this is not distasteful.
Youtube is one of the top stand alone search engines by traffic, so a strategy to advertise on YouTube is very important, but there are many ways to advertise on YouTube through google ads, and can be a tricky path to navigate. Get in touch for help today.
Google maps have been increasingly integrated into regular search engine results pages, so the lines are quickly becoming blurred. A strategy to advertise on google maps through Google Adwords Express and Google My Business (GMB) accounts are a must in a 2022 ppc strategy.
We work with some of the best, most experienced, and low cost designers out there. Regardless of whether you need video, animated content, audio, or just regular banner ads, no problem, we got you!
"Ad copy" refers to the words you use in your advertising. It is incredibly important in ppc advertising because of keyword quality score to decrease what you pay per click, and also needs to be carefully tested to ensure it entices clicks from your target audience, and is relevant to the page you will send traffic too. All of these combine to create a campaign quality score.