Pay-per-click (PPC) is a form of internet marketing that is used to drive traffic to your website.
It allows advertisers to place ads on search engines and social media platforms and pay whenever the ad is clicked.
How does PPC work?
PPC allows advertisers to bid for ad placement in a search engine’s sponsored links when someone searches a keyword that is related to their business. For example, if you are in the business of making custom made shoes, you might choose “bespoke shoes” as keywords to bid on. When someone searches for bespoke shoes, Google looks through its list of advertisers for this word and initiates an auction between them. A Google algorithm then chooses ads based on each advertiser’s maximum bid and the quality score of each ad.
Depending on your maximum bid and, your ad might show up in the top spot on the Google search results page.
Every time your ad is clicked, the customer is directed to your website and you pay a fee for each click. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically.
Businesses use PPC to drive traffic, sales, or inquiries from their target audience. Common PPC platforms allow a remarkable depth of targeting, meaning that you can serve ads only to those in your target demographic.
Almost immediate benefits
PPC allows you to start seeing returns very quickly, and this is one of the reasons why it is so popular with marketers.
Once you have set up your ad account and created an ad, it will need to be approved by the platform, but this typically takes no more than a few hours.
Once your ads are live, so long as you are eligible to appear in the auction and your bid is high enough, you can start appearing and receiving clicks very quickly.
PPC is an effective option if you want to reach people who are actively searching for terms related to your business. If you decide to create a PPC campaign your budget will be determined by your audience, competition and the types of products/services you wish to drive awareness of.