What Is Pay Per Click Advertising?

Digital Media Blog
What Is Pay Per Click Advertising?

Jose
December 15, 2021

Is PPC Advertising Worth It?

PPC is an online advertising solution in which those advertising a product or service only have to pay whenever someone clicks on their ad.

If you’re ready to boost your marketing campaign, there are different ways an ad can appear for a user, the most common type is a paid search ad.

For example, you will only get the option to click on an ad for Chinese restaurants if you search for “Chinese restaurants near me.”

Curating PPC ads to specific searches makes these ads more effective and only those searching for specific products or services.

Also, businesses paying for PPC campaigns will only pay when someone clicks on their ad.

How Do PPC Ads Work?

For people performing a search to see PPC ads, they must appear on a Search Engine Results Page or SERP.

Because advertisers cannot pay more money for their ads to appear in a SERP, they must optimize their ads to get the most results.

PPC ads appear on SERPS by order of relevance.

Google and other search engines have automated Ad Auction systems that select ads to appear on SERPS based on their validity and relevance.

The Different Types Of PPC Ads

There are three main types of PPC ads: banner ads, display ads, and video ads.

What Are Banner Ads?

Text ads are the least expensive form of PPC advertising and also the easiest to set up.

They are typically displayed at the top or bottom of search results pages and usually in the form of static images with no links to other websites.

Most people refer to text ads as “banner ads” because they appear as large rectangular boxes and only appear for a few seconds.

They’re good for promoting products and services that people might not otherwise find online but are effective for lead generation.

You simply need to choose a headline and description, then add a link to your website or landing page.

What’s a Key Benefit of Responsive Display Ads?

Display ads are the next cheapest option.

Display ads appear at the top of search results pages, so they are often seen by potential customers before they even start searching.

This type of ad is known as an “impression ad” because each time a user sees one of these ads, it generates an impression.

They are similar to text ads except they take up more space on the screen and remain there until the user clicks through to another website.

Display advertising is more likely to generate leads than text ads but is also more expensive.

How To Put Ads in YouTube Videos

Video ads are the newest and most effective type of PPC ad because they are highly targeted and typically shown as part of a pre-roll video.

These are usually in the form of short clips that play automatically when users visit a website and because they are so targeted, they can be used to promote almost anything.

They are also the most expensive option and hardest to set up because you must first upload a video file to YouTube.

Video ads are excellent for generating leads and are less expensive than text and display ads.

How to do Keyword Research for PPC

As we mentioned before, pay-per-click ads work based on an Ad Auction system developed by search engines.

Advertisers need to have the right keywords for ads to appear on search engine results.

If you sell outdoor equipment, you must have the right keywords for the ad to appear.

For example, your keywords would include “fishing equipment,” “camping equipment,” or “survival kits.”

The right keywords will maximize your ads’ chances to appear at the top of the search engines.

To ensure maximum results, you should consider using a keyword tool to help you find relevant words.

How to Optimize PPC Campaigns

To maximize the exposure of your PPC campaigns in a practical way, there are a few steps you need to take to ensure success.

Ad Fraud & Click Fraud will waste 20% of PPC advertisers’ budgets in 2023.

Competitors and bots can click on your ads and waste your advertising budget.

There are several fraud prevention services that protect your Google and Bing ads by blocking fraudulent IPs automatically.

Relevant Keywords: For a successful PPC campaign, the first step is to have relevant keywords.

Are the chosen keywords the ones your customers would use to perform a search?

Quality Ads and Landing Pages: For your ads to appear legitimate and entice your customers, they need to be of quality, clear, and provide a good customer experience.

What Are PPC Tools?

There are several PPC tools to enhance your PPC campaigns when you’re ready to take them to the next level.

Lunio is an automated click fraud protection service that analyzes traffic behavior and applies that analysis to protect those channels.

Remember, PPC campaigns allow advertisers to pay only when they click on their ads.

To increase the exposure of your ads, it’s important to have relevant keywords or just hire a local PPC management agency to take care of that for you.