What Is PPC Advertising?

What is PPC advertising? 

Pay-per-click (PPC) advertising is an online marketing model that allows marketers to buy web traffic based on their target keywords. It is a highly measurable channel that can deliver results quickly and accurately. 

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PPC is one of the most effective digital marketing channels for promoting products and services online, and it’s also a great way to generate awareness and grow your brand. However, it’s important to understand how PPC works and what it offers to your business before you start investing in this channel. 

How Does PPC Advertising Work? 

In order for ads to appear on search engine result pages, they must be submitted to an ad auction. This is an algorithmic process that determines the order of ads that are displayed, as well as who pays for them. 

When you submit your ad, it will have an ad bid – the maximum amount that you are willing to pay for every click on your ad. This bid will be set by the search engines and it will depend on how relevant your ad is for the keywords you’re bidding on. 

Ads can also be targeted at specific locations and devices using a feature called bidding modifiers, which can be very granular. For example, you can setup your campaign to only show on desktops/laptops in Iowa. You can also use bid modifiers for mobile devices, where the ad will only appear when it’s being used on a mobile device. 

How is PPC Different from Other Marketing Channels?

While many people associate the word PPC with search engine marketing, this is a much broader term. It covers a range of digital advertising channels including local search ads, display network campaigns, re-marketing and more. 

Whether you’re new to PPC or an experienced marketer, there are a few key terms that you need to know. These terms will help you understand your advertising performance and what you need to do to increase it. 

Impressions, CPC and Quality Score are just some of the most commonly used phrases when discussing PPC. These are terms that you need to be familiar with if you want to make sure your ad is generating the most ROI for your marketing budget. 

The most popular search engine platform is Google, but there are other PPC networks that you can use as well. These include Yahoo Search Marketing, Bing Ads and Facebook Ads. 

Keyword Planner is a tool delivered through Google Ads that helps you discover keywords and plan your campaigns and ad groups. The tool also provides performance data approximations and is a great resource for setting your starting bids. 

Re-marketing is a great way to re-market your ads to users who have already visited your website, but didn’t convert. You can also create custom audiences with this feature, which lets you customize your ads based on the user’s interests and previous interactions with your site. 

The most effective PPC ad formats for e-commerce are shopping ads and re-marketing campaigns, which allow you to serve your products to users when they’re searching online. Alternatively, you can utilize a display network campaign that displays your image and video ads on websites where you have permission to run them.