What is PPC? | Pay Per Click: Definition and Meaning

In this article, we explain what PPC marketing is and how you can effectively use this technique to increase your visibility and measure the results of your marketing campaigns.

Keep reading.

What is PPC?

The Turkish equivalent of PPC (Pay Per Click) is Cost Per Click (CPC). In the field of digital marketing, a specific advertising payment model is called. In this model, the advertiser pays for the number of times an internet user clicks on this ad.

Search engines and CPC are closely linked. Launched in 2000, the giant Google Adwords is a major player in PPC. It faces competition from Yahoo Search Marketing and Microsoft adCenter providers but is still a pioneer. Hire a website developer: Where, how much and how to choose a good professional

The PPC model is constantly criticized, especially for the problem of abusive clicks.

Also known as pay-per-click advertising or pay-per-click marketing, PPC is a digital advertising strategy that drives traffic to websites. This cost-per-click (CPC) may increase or decrease depending on the bids. It also provides a high return on investment when you only pay for your ads with real conversion potential.

This type of ad aims to drive search engine traffic to the advertiser’s website… PPC helps you reach potential customers who don’t know your brand but are looking for your services/products.

Ads running on Google usually appear at the top or at the very end of search engine results:

PPC
PPC

How PPC Works

PPC ads are tagged with “Ad” and appear above organic search results. On social media, PPC ads often look like regular posts in the news feed, i.e. on the homepage.

The two most popular PPC models are auction and flat rate. In both cases, you set a fixed budget and choose the keywords you want to target.

The PPC platform suggests a bid amount for your keywords. When someone searches, an auction is triggered between different advertisers targeting similar keywords. Ads that win the auction appear at the top of the search engine results page. What is Facebook Ads Manager? How to Use Meta Business

PPC is also a type of advertising on Facebook.

PPC is used in all kinds of advertising campaigns to:

  • Increase sales
  • Creating potential customers
  • Promoting the brand

Benefits of PPC 

It delivers your goals.

PPC helps you achieve your business goals. You can have the opportunity to promote your brand and content and reach your target audience at every stage of the sales funnel. So, if you want to increase your leads, increase your online sales, or increase your brand awareness and visibility, you can do it with a paid search strategy.

It is measurable and traceable.

By using Google Ads with Google Analytics, you can easily track and measure your PPC campaigns. You can also follow the results and statistics of your campaign in real-time.

Controlling your target keywords, ad placement or budget is pretty easy with PPC ads.

You can also A/B split test with different ads to see which gives the highest ROI. You can then scale the well-performing ads until they no longer produce the desired results.

PPC ads are profitable.

With PPC ad campaigns, you have full control over how much you want to spend.

You get what you pay for because you only pay when visitors click on the link that leads to your website or landing page with a high probability of conversion. How to Attract More Customers on the Internet

You can target a specific audience with PPC

With PPC, you can track your target at every stage of your sales funnel. By combining these different targeting criteria, your content has a greater chance of reaching the right audience. You can reach both your potential customers and customers who don’t know you yet. 

PPC campaigns can be customized

With PPC campaigns, keywords, ads, targeting, and placements can all be customized to your goals and budget. You can also make changes to your campaign at any time.

It gives fast results

If you’re running a startup or small business, you probably don’t have time to wait for the impact of organic, social, or direct traffic. This is exactly where PPC ads come into play.

With optimized PPC ads, you can jump to the top of the SERP within hours of launching your campaign.

PPC advertising has other advantages as well:

  • Some platforms, such as Google Adwords, can find your products directly from users who are interested or searching for the same products.
  • PPC reveals information about your ad. In this way, you can access information such as the number of clicks made or impressions received.
  • If the campaign is not working, changes can be made instantly.
  • For businesses that offer a product or service purchased online, PPC is a good online strategy. It’s simpler and easier to convert clicks into sales.
  • You can segment the geographic regions where you want to show your ads and choose the way you want.
  • You can choose the budget you want to spend per ad.

What is PPC Advertising?

Also known as pay-per-click advertising or pay-per-click marketing, PPC is a digital marketing strategy that helps increase awareness of your business, attract potential customers to your website, and increase conversions.

You have many choices about where you want your PPC ads to appear; this helps you control what audiences see your ads and how you target your potential customers. 

You can decide the maximum amount you will pay for your ads in PPC and that is why it is one of the most profitable digital marketing strategies on the market.

With traditional marketing strategies such as placing ads in the newspaper, showing ads on television, or advertising your business on billboards, you pay a certain budget. However, you can never be sure exactly how many people saw your ad. TOP 15 Marketing Tips on Google

You pay the same price whether 10 people see your ad or 1000 people see it. In PPC, you pay per viewer.

With PPC ads, you don’t pay for ad space, you pay for the action.

However, you can be sure that a PPC campaign has a high ROI because you’ll never pay for an ad unless it has conversion potential.

When a user clicks on your ad, they are taken to a landing page. A landing page is usually designed for users to take action and buy or learn more about the product. Either way, whatever your landing page is, it inspires users to take the next step in the purchasing process.

How to Create and Optimize a PPC Ad Campaign

The key step in designing PPC campaigns is choosing and using the right keywords.

This is necessary to know if they are the right keywords for your ad. To do this, there are tools like Google Keyword Planner that lets you know what users are searching for on the Internet.

Before running the campaign, it’s important to plan the link that takes users to the page where they need to take an action. For example, you can direct them to your online store page where potential customers can purchase your products. Redirecting to the landing page will be important to generate sales.

SEO and PPC 

SEO refers to the process of optimizing your website for high rankings and free search engine traffic. In any case, you will have to pay with PPC to increase clicks. If you harmonize SEO and PPC in your marketing, you can get very good results.

When you search the Internet, search engines try to provide you with the most useful results. It tries to give exactly the result that the user wants to see. For a site to rank high in organic results, it must be optimized with relevant content and keywords. How to Start a Successful Digital Marketing Campaign?

Achieving a high ranking takes a lot of time and effort. You need to regularly update the site and create content that people will want more of. Continuity in content is very important.

PPC is a type of paid search engine marketing that is a non-organic search process. 

So, why should I do PPC when I can only do SEO?

In summary, balancing PPC and SEO can greatly improve your online marketing strategy. The following points may arise:

  1. Short-term lead generation: SEO is a long-term strategy based on continuous content creation. At the same time, most websites experience occasional drops in traffic when their marketing efforts falter. Running PPC campaigns can help you attract new leads to your site. If your ads are prepared in quality and optimized way, your PPC campaigns will be very successful, your costs will decrease and your income will increase.
  2. Precise targeting: Good keyword research is the foundation of any PPC campaign. Using long-tail keywords can help reduce the number of irrelevant clicks that hurt your conversion rate. Many PPC platforms allow you to narrow your demographic criteria. This makes it possible to limit your audience by attributes such as age, gender, and browsing activity.
  3. Performance measurement: PPC marketing provides transparent access to the source and frequency of quality leads. Using real-time data, you can invest in small test campaigns and plan your SEO tactics to improve your results.

Tips for a Successful PPC Campaign

A well-thought-out PPC campaign is one of the best ways to distinguish good leads from bad ones. Among the many people who see your ad, interested people are more likely to click to learn more. However, PPC marketing can cause problems without a good strategy. Here are some common reasons why PPC campaigns fail:

  1. Weak Landing Pages: The cost and position of PPC ads are tied to how consistently you deliver what people are looking for. Having well-crafted landing pages is essential and it is recommended to create different pages for each call-to-action. Think about the action you want visitors to take. Want them to make a purchase on your site? Do you want him to call you? Want them to sign up for your mailing list? Each landing page should highlight the added value you want to bring to each consumer segment. Too many calls to action can be confusing and drive visitors away from your site.
  2. Dull Ads: If your ad copy is boring, all the effort you put into consumer research and keyword research will have no effect. Headlines are very important and contain a strong selling point. You need to make sure you provide answers to the most important questions readers may have in the ad copy. If consumers do a search for “buy brown cowboy boots,” make it clear that they can find it on your site.
  3. Poor Performance Management: Don’t run the same campaign over and over. Pay attention to what converts and what doesn’t. Be aware of useful ads. Try the keyword groups at once to compare. Better still, use negative keywords to avoid showing your ads for irrelevant search terms.

PPC marketing isn’t for everyone, and creating campaigns that pay off takes experience. To increase your profits, you need to set clear PPC goals. Before choosing a PPC platform, you should consider where your customers spend their time online.

If your business model requires online engagement, it’s essential that you also capture social media followers for your ads to make a real impact.

The most important thing is to avoid comparing your work with others. If you don’t get great results at first, don’t give up right away because PPC is a very personalized marketing style and it’s not easy to get results right away. At this point, it is necessary to move forward by trying, to be aware of successful and unsuccessful advertisements.

Small changes to your campaign, keywords, or budget can make a big difference. If you decide to try PPC marketing, approach it as an experiment and be prepared to avoid the pitfalls!

Which Platforms Offer PPC Advertising Service?

There are search engines with their own platforms such as Google, Yahoo, or Bing so the advertiser is allowed to advertise through PPC campaigns.

There are also platforms that allow you to advertise on other websites, such as Google Adsense. Social networks like Facebook Ads run advertising campaigns with PPC.

Google Ads

Google Ads is the king of paid advertising.

It is the platform with the highest number of PPCs. Google Ads is suitable for all businesses and is the most widely used advertising platform worldwide. Google chooses which advertisers appear in the results of each search based on a bid and an algorithm. 

On average, Google processes more than 90,000 search queries per second, giving you opportunities to target keywords that will get your audience to click. However, keywords are very competitive on this platform, which can mean higher ad spending.

Bing Ads

Bing is the second largest search engine after Google, so you should not underestimate the traffic you can get from this platform.

Similar to Google Ads, this platform ads appear on Bing and Yahoo search engines.

Of course, there are other search engines that have their own PPC platforms, such as Baidu or Yandex. (Yandex Ads and Baidu Ads).

Facebook Ads

All advertisements published on this social network are charged according to the number of clicks. Facebook Ads is a popular and effective platform for paid ads, especially due to certain targeting options. With Facebook Ads, you have the chance to target users based on their interests, demographics, location, and behavior.

Additionally, Facebook allows native ads, which means ads are added and mixed with the social feed. You can also use Facebook Ads to advertise on Instagram.

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