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Pay-Per-Click: What is it and how does it work?

Try this quick exercise: google the first thing you see – it can be clothing, the fresh paint on your walls, your laptop – just type it in the search bar.
Pay-Per-Click: What is it and how does it work?

Try this quick exercise: google the first thing you see – it can be clothing, the fresh paint on your walls, your laptop – just type it in the search bar.

What’s the first thing you see on the results page? If you see something like this and wonder how it works, keep reading.

Let us first define what PPC is.

PPC stands for Pay-per-click, an online advertising model used to drive traffic and boost conversion metrics. Although your bid amount would dictate your ad’s placement, what makes PPC a viable advertising method is you only accrue costs when a viewer clicks on your ad.

Major types of PPC Ads

Search Ad

What we showed you earlier is an example of a search ad. This is perhaps the most common type of PPC, and you can easily identify because they are purely text and are tagged with the word “Ad”. To create an effective search ad, you would need to have some working background with long-tail keywords.

Display Ad

Another common PPC ad is the display ad. These appear on Google’s partner websites and are accompanied by a visual. What sets this apart from search ads aside from the presence of an image is that this requires prior approval from Google. To ensure that your display ad does not get denied, follow Google’s ad requirements!

Take note though that display ads are a better option for emerging businesses because even though they don’t get clicked as much as search ads, they are still effective in building brand awareness.

Social Media Ad

Social media ads are – you guessed it – PPC ads that you see on social media platforms. Their advantage over search ads is the advanced targeting feature – you can choose your audience based on their location, demographics, and even interests. Facebook, Instagram, and YouTube are good places to start given their number of users.

Is PPC for your business?

Businesses with websites are the primary target market of PPC advertising. However, there are points to consider before you begin your PPC campaign.

First, what do you want to achieve? A clear goal is necessary to avoid wasting resources. Secondly, how much are you willing to spend? Although PPC is paid advertising, it still takes a while to produce results. Lastly, will you do it on your own or will you get help? PPC is quite complex and costly to experiment with, so you are better off seeking help if you are going to start from scratch.

The digital marketing experts at Vous can help you build a PPC campaign based on your business goals. Get in touch with us at +971 4 580 3378.

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