What Is PPC? Learn the Basics of Pay-Per-Click (PPC) Marketing

Whether you have heard a little about PPC marketing and are curious to learn more, or you already know that you want to use PPC to market your business, but are not sure where to start, you have come to the right place! This is the first lesson in PPC University, a set of three guided courses that will teach you everything you need to know about PPC and how to make it work for you.First, we will need to define PPC and establish a basic understanding of how PPC advertising works. Let us go!

What is PPC?

PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it is a way of buying visits to your site, rather than attempting to earn those visits organically. Search engine advertising is one of the most popular forms of PPC. It allows advertisers to bid for ad placement in a search engine is sponsored links when someone searches on a keyword that is related to their business offering. For example, if we bid on the keyword PPC software, our ad might show up in the very top spot on the Google results page.

What is Google Ads?

Google Ads (formerly known as Google AdWords) is the single most popular PPC advertising system in the world. The Ads platform enables businesses to create ads that appear on Google is search engine and other Google properties. Google Ads operates on a pay-per-click model, in which users bid on keywords and pay for each click on their advertisements. Every time a search is initiated, Google digs into the pool of Ads advertisers and chooses a set of winners to appear in the valuable ad space on its search results page. The winners are chosen based on a combination of factors, including the quality and relevance of their keywords and ad campaigns, as well as the size of their keyword bids.

More specifically, who gets to appear on the page is based on and advertiser is Ad Rank, a metric calculated by multiplying two key factors CPC Bid (the highest amount an advertiser is willing to spend) and Quality Score (a value that takes into account your click-through rate, relevance, and landing page quality). This system allows winning advertisers to reach potential customers at a cost that fits their budget. It is essentially a kind of auction. The below infographic illustrates how this auction system works. Conducting PPC marketing through Google Ads is particularly valuable because, as the most popular search engine, Google gets massive amounts of traffic and therefore delivers the most impressions and clicks to your ads. How often your PPC ads appear depends on which keywords and match types you select. While a number of factors determine how successful your PPC advertising campaign will be, you can achieve a lot by focusing on:

 Keyword Relevance:- Crafting relevant PPC keyword lists, tight keyword groups, and proper ad text.
 Landing Page Quality:- Creating optimized landing pages with persuasive, relevant content and a clear call-to-action, tailored to specific search queries.
 Quality Score:- Quality Score is Google's rating of the quality and relevance of your keywords, landing pages, and PPC campaigns. Advertisers with better Quality Scores get more ad clicks at lower costs.