Pay Per Click Ads – PPC

What PPC (Pay-Per-Click) means

Pay Per Click Advertising - is a pay-per-click payment mechanism, more precisely for each click on an advertiser's advertisement. Clicks that take the visitor to a site, a specific landing page, a social media page, or a YouTube channel that the advertiser wants to promote.
The pay-per-click method is not only offered by the Google AdWords platform, but also by other channels such as Facebook, LinkedIn, YouTube, along with other payment methods they offer.
But the most well-known and at the same time the most efficient form of PPC is the payment for the ads (sponsored ads) displayed by Google in the search network (Google Search).
More exactly?
When a person has a concrete interest that they express in the Google search network to receive an answer (eg SEARCH for language courses in Bucharest), Google, in addition to the organic results, also displays a set of advertisements of advertisers.
To display these ads, advertisers tell Google in a bidding system. How much they would be willing to pay for the click that resulted.
Depending on how much each advertiser is willing to pay for that click, but also on the relevance of the message displayed for that search and the relevance of the content of the landing page to which the user will be directed after the click, Google determines the order in which they will display advertisements (messages or advertisements) to advertisers.

How Pay-Per-Click Advertising works?

Every time a user clicks on your ad. You'll then pay a cost-per-click (CPC) fee. The cost per click varies, and you'll decide if it's worth it or not.
When PPC (Pay-Per-Click) works correctly, the fee can be considered insignificant, compared to the gain. Why do we say that?
For example, a user clicked on your ad, and for that you paid, say, 2 RON. But the user who accessed the ad opted to benefit from the services in the ad, which we assume would cost somewhere around 200 RON. In this case, your profit was considerable.
For a successful PPC campaign, however, there are many elements that go hand in hand. We mention a few below:
  • searching and selecting the right keywords,
  • organizing those keywords into well-organized campaigns and ad groups,
  • configure and optimize PPC landing pages.
It should be noted that in the case of such a relevant and successful campaign, search engines reward the effort by earning less for ad clicks. So, if you want to start using PPC, it is very important to learn how to do it right or to turn to experts in the field.

Search keywords for Pay-Per-Click Advertising

Researching keywords for PPC can be incredibly time consuming, but it is also important. Your entire PPC campaign is built around keywords. And the most successful Google Ads advertisers are constantly developing and improving their PPC keyword list.
If you do a single keyword search once, when you create your first campaign, you're likely to lose thousands of valuable, long-tail, low-cost, highly relevant keywords that could drive traffic to your site.
An effective Pay-per-click Advertising keyword list should be:
Relevance. Of course, you don't want to pay for web traffic that has nothing to do with your business. You want to find keywords that lead to a higher clickthrough rate, effective cost per click, and increased profits. This means that the keywords you bid must be closely related to the bids you have on the website.
Fill. Keyword research should include not only the most popular and frequently searched terms in your niche but also long tail words. They are less competitive and therefore less expensive.
Expansive. PPC is iterative. You want to constantly refine and expand your campaigns and create an environment in which your keyword list constantly grows and adapts.

PPC campaign management

Once you've created your new campaigns. You will need to manage them regularly to ensure that they continue to be effective. In fact, regular account activity is one of the best predictors of account success.
You should continually review your account performance and make the following adjustments to optimize your campaigns:
  • Expand your PPC campaign coverage by adding keywords that are relevant to your business.
  • To improve your campaigns and significantly reduce your spending, you need to add negative keywords that don’t lead to conversions.
  • Improve your clickthrough rate (CTR) and Quality Score by dividing your ad groups into smaller, more relevant ad groups, which will help you create more text and landing pages.
  • Give up keywords with poor and expensive performance.
  • Don’t send all PPC traffic on one page. Make sure you have more that match your keywords and have the right call to actions.

Advantages of PPC advertising

PPC is right for your website? Here are five reasons to choose this online marketing method:
It is extremely targeted. You can choose exactly who to show your ads to. Depending on the location, keywords, interests, age, gender, language and even the type of device used. This way, you will be able to address directly to the people who are probably most interested in what you offer.
Allows you to retarget previous visitors. On average, out of every 100 people who visit a website, only two will convert to customers. Retargeting allows you to remind people who left the site without buying. Let them come back and see if they don't really need what you offer.
It is cost effective. This is because you pay a fee only when a user clicks on your ad.
It's easy to follow. You can monitor the performance of your ads and adjust them if you don't get as many clicks as you want. In addition, you will always know which ads drive sales and which may or may not help your business.
Is fast. You can see the results very quickly after the ad is published, in a few days or even hours. In conclusion, if you want to attract as much traffic as possible to the site you own. Then our advice is to seriously consider the online marketing method.

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