Tuesday , October 17 2017
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PPC

Pay Per Click

Did you know? “Businesses make an average of $2 in income for every $1 they spend in AdWords.”

What is PPC?

PPC is an online marketing tactic that lets brands serve ads on search engines. Pay Per Click gets its name from its pricing model that accrues costs when a user clicks on an ad. It is an auction-based market where brands bid against each other for premium ad positions. Bids (Max CPCs) are defined by the highest amount a brand is willing to pay for a click. Ads are placed across search results (Search Engine Results Page), so targeting is defined by a list of keywords that a brand finds relevant.

The benefits of Paid Search

By nature, Pay Per Click has an intent based audience. Users use search engines to answer questions, and find products or services. Google has over 3.5 billion searches per day on its search engine network, making it a great space for brands to grow.

Again, costs are only accrued when a user clicks on an ad to visit a website. This makes Paid Search efficient compared to other online marketing tactics that are Cost Per Impression (CPM) based.

Pay Per Click

PPC campaign success factors

Ultimately, advertising needs to be profitable to make it worth investing in. Therefore, efficiency is a huge part of the success and performance of Paid Search.

Search Engines are used because they have been known to provide relevant information to users. Therefore, brands are rewarded with discounts in CPC when they advertise across relevant search terms. Google rates advertisers with Quality Scores, so a higher quality scores can lead to lower CPCs.

Quality Score is determined by:

  • The relevance of the keyword to the ad copy
  • The relevance of the landing page content to the intent behind the search
  • The landing page experience (interstitials, site load speed, etc…)
  • Account history (it takes time to establish Quality Scores)

 

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