Digital Marketing

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What is pay-per-click (PPC) advertising and how does it work? Digital Marketing
10 months ago | gizem

What is pay-per-click (PPC) advertising and how does it work?

Pay-per-click (PPC) advertising is a digital advertising model in which advertisers pay a fee each time their ad is clicked. It is a way of buying visits to a website rather than earning those visits organically. Here's how PPC advertising works:

  • Advertiser Sets up a Campaign: The advertiser creates a PPC campaign on a digital advertising platform such as Google Ads, Bing Ads, or social media platforms like Facebook Ads or Twitter Ads. They define their campaign goals, target audience, budget, and ad parameters.
  • Keyword Research: The advertiser conducts keyword research to identify the keywords or phrases that are relevant to their business and target audience. These keywords will trigger the display of their ads when users search for those terms.
  • Ad Creation: The advertiser creates compelling and relevant ad copy, which includes a headline, description, and display URL. The ad should be designed to attract the attention of the target audience and entice them to click.
  • Bid Strategy: The advertiser sets a bid for each keyword or ad placement. The bid represents the maximum amount they are willing to pay for a click on their ad. The bid amount, along with other factors like ad quality and relevance, determines the ad's position in the search results or ad placements.
  • Ad Auction: When a user performs a search or visits a website that displays ads, an ad auction takes place. The advertising platform considers various factors, including the bid, ad quality, relevance, and user experience, to determine which ads will be displayed and in what order.
  • Ad Display and Click: If the advertiser's ad wins the auction, it is displayed to the user in the search results or on the relevant website. When a user clicks on the ad, they are directed to the advertiser's website or a specific landing page.
  • Cost and Tracking: The advertiser is charged for the click, and the cost is deducted from their advertising budget. PPC platforms provide detailed tracking and analytics to measure the performance of the ads, including metrics like impressions, clicks, click-through rate (CTR), and conversions.
  • Optimization: Advertisers continuously monitor and optimize their PPC campaigns. They refine their keyword selection, ad copy, landing pages, and bidding strategies to improve the campaign's effectiveness, increase click-through rates, and maximize return on investment (ROI).