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PPC, or Pay-Per-Click advertising, is a digital marketing model where advertisers pay a fee each time their ad is clicked. It's a way of buying visits to your website rather than attempting to "earn" those visits organically. Here's how PPC works and some key concepts associated with it:
Ad Auction: PPC operates within an auction-based system, typically on search engines like Google or Bing, and social media platforms like Facebook or LinkedIn. Advertisers bid on keywords or phrases relevant to their target audience. When a user conducts a search or visits a webpage with relevant content, the ad auction determines which ads to display and in what order based on factors like bid amount, ad quality, and relevance.
Ad Platforms: Google Ads (formerly known as Google AdWords) is the most popular PPC advertising platform, allowing advertisers to create and display ads on Google's search engine results pages (SERPs) and across its network of partner websites. Other prominent PPC platforms include Bing Ads, Facebook Ads, Twitter Ads, LinkedIn Ads, and Amazon Advertising.
Keyword Targeting: Keywords are the foundation of PPC advertising. Advertisers select keywords or phrases related to their products or services that they want their ads to appear for when users search online. Effective keyword research and selection are crucial for reaching the right audience and driving relevant traffic to your website.
Ad Formats: PPC ads come in various formats, including text ads, display ads, shopping ads, video ads, and app install ads. Each ad format has its own specifications and requirements, and advertisers can choose the format that best aligns with their advertising goals and target audience.
Bidding and Budgeting: Advertisers set a maximum bid for each keyword, indicating the highest amount they're willing to pay for a click on their ad. Additionally, advertisers set a daily budget to control how much they want to spend on their campaigns each day. Google Ads offers different bidding strategies, such as manual bidding, automated bidding, and target CPA (cost-per-acquisition) bidding, to help advertisers achieve their campaign objectives.
Targeting Options: PPC platforms provide a range of targeting options to help advertisers reach their desired audience. These include location targeting, demographic targeting, device targeting, audience targeting based on interests and behaviors, remarketing to previous website visitors, and custom audiences based on customer lists or website interactions.
Ad Extensions: Ad extensions are additional pieces of information or features that can be added to ads to provide more context and encourage user engagement. Common ad extensions include sitelinks, callouts, call extensions, location extensions, and structured snippets.
