Understanding Pay Per Click

Just started of business and do not want to procure any losses? Pay per click (PPC) is an option that you can choose to get started. It is a type of advertising used over the internet. It does exactly what the name suggests; you pay for every click that you get. The most common version of pay per click or PPC ads is found at the ad section of the various search engines.

Each time the users click on your advertisement, you pay. There are many factors involved in this procedure. It is one of the most powerful advertising devices available and if done right can provide huge business and online traffic to your business site. Different search engines usually have different providers that come into play while trying to advertise for PPC.

Functionality Of PPC (Pay per click)

Image Source: Graphic Design Inspiration

PPC is an intricate procedure. The very first step is that you have to select certain key terms that you want to base your search on. These terms are the ones that are will be shown on the SERP by your advert. Suppose you have lodging facilities in California. You have to choose keywords that are closely related to your business so that you will get shown in SERPs.

You can choose as lodging in California as your keyword. You have to go into a negotiation with Google after that and come to a conclusion regarding how much you are willing to pay regarding per click on your ad. The next time, someone starts a search regarding lodging facilities in California; Google will check into the minutest detail of the search and combine all the aspects involved and run them on its algorithm base, auction the keywords and then put forward the advertisement accordingly.

For the auction, Google will delve into all the related keyword from every advert account and then come to the final conclusion. The ultimate advertisement is chosen not by who is ready to pay more but rather by something known as the Ad Rank. There is a simple formula that a sear engine like Google leans on to calculate the ad score.

It is basically the quality score of your ad multiplied by the maximum cost per click. This formula is practically used to narrow down ads on the basis of their importance and relevance. The quality score is important since it is used to tally your score on the basis of the review of your advertisements.

The Various Pay Per Click Advertising Channels

pay per click
Image Source: Etailthis

Google is by far the most predominantly used PPC networks for advertising. Currently, it has about 71% of the market share. Next to Google is another search engine with 12% market share is the search engine Bing. Since Bing ads have a comparatively lesser competition, it can in due course turn out to be much cheaper to advertise through Bing’s network.

The growth of Social Media also establishes networking sites like Facebook as another chief networking choice for PPC. Social media PPC are usually considered to be comparatively more low-priced than a search engine like Google. Also, it might have better audience horizon as far as targeting audience is concerned.

It will help you choose the scope of your audience based on their age, interest and gender. You have to decide carefully which platform you want to put your advertisement on since it involves the promotion of your business. Take into consideration your goals and the resources that you will be able to dedicate to them.

Types of advertising campaigns for PPC

pay per click
Image Source: Shriya Technologies

For a search engine like Google, there are two different ad networks where the Google ads are displayed. The first of the two networks is known as Google Search Network which is actually the search result page where all the ads searched are usually found.

The second one is known as Google Display Network. Here all the ads for displays can be found. There are different ads showcased on different search networks. They are as follows:

-> Search
Search campaigns are displayed on Google’s search network he normally include an advertisement text and have a variety of ad extensions to improve their Click through Ratings.

-> Display
These campaigns are utilized by Google to show advertisements on various websites. These are usually images that require and immediate call to act. It can be used if you are planning on targeting a specific set of customers, the reason being that they usually target service or product related website.

-> Display And Search
These types of campaigns can be seen in both text as well as search results. They can also be found on the website partnered with Google as a displayed ad if the keywords are pertinent.

-> Shopping
These are E-commerce centered campaigns and allow retail stores to promote their merchandise over the web within proper  search results.

-> Videos
These are promotional methods via a video channel and programming affiliated with Google services like YouTube. The ads are normally shown before the main video or come in the form of recommended tabs for the users whom Google thinks might be interested in the products.

Setting Up A PPC Campaign

Setting up a PPC campaign can vary from network to network. While some are quite simple, there are some search engines that make it slightly more complex. Google however borders on the middle of both. In order to understand the setup of the campaign, it is important to understand its aspects:

(i) Campaigns – which are organized on the basis of the product you want to setup an ad for.

(ii) Ad Groups – the one that contain the keyword for your ad and

(iii) Keywords – center of the campaign and the most needed.

You can name the campaign  whatever you wish to and then choose the option of manual CPC if you wish and set up the ad groups by naming them and then by adding the keywords. Keep in mind to have a proper bidding amount and abide by the character limits to be followed while setup.

Watch the video below regarding Pay per click campaign setting.


Thanks for reading

Image Source: Node Studios

Leave a Reply