{"id":2857,"date":"2021-09-24T00:00:00","date_gmt":"2021-09-24T07:00:00","guid":{"rendered":"http:\/\/owlsem.com\/?p=2857"},"modified":"2023-11-14T07:52:28","modified_gmt":"2023-11-14T15:52:28","slug":"about-pay-per-click-advertising","status":"publish","type":"post","link":"https:\/\/owlsem.com\/about-pay-per-click-advertising\/","title":{"rendered":"About PPC: The Buyers’ Guide to Pay Per Click Advertising"},"content":{"rendered":"

What is Pay Per Click Advertising (PPC)?<\/span><\/h2>\n

Pay per click advertising, also known as PPC, is a digital advertising system where the people running ads pay every time an internet user clicks on their ads that show up.\u00a0<\/span><\/p>\n

Types of PPC ads range in how they can appear across the internet. But the most common pay per click ads is paid search engine ads. This is when ads show up after someone types in a search on search engines like <\/span>Google<\/span><\/a> or Bing. PPC search engine ads are shown especially when someone is conducting a search for specific products or services, like local roofing or nearby shoe sales.\u00a0<\/span><\/p>\n

The results page on a search engine displays the paid (or \u201csponsored\u201d) ads at the top of the page. Whenever you see the little word \u201cAd\u201d next to search results, that means that persona or company is using pay per click advertising.\u00a0<\/span><\/p>\n

How Do PPC Ads Work?\u00a0<\/span><\/h2>\n

With pay per click advertising, the advertisers have to pay <\/span>only<\/span><\/i> when someone clicks on the search result they\u2019re interested in. You might have heard people talking about Pay-per-click ads and thought \u201cpaperclip\u201d but pronunciation is key: pay-per-click.\u00a0<\/span><\/p>\n

Other than search engines, pay per click <\/span>marketing <\/span><\/a>can be done through visual display ads. These are things like banners, videos, or remarketing. (To learn about what <\/span>Remarketing<\/span><\/i> is, <\/span>read this page<\/span><\/a>.)<\/span><\/p>\n

PPC ads are a good idea because it\u2019s often a fair game. Competitors can\u2019t simply pay a bunch of money to make their ads show up more– or at the top. The results that show up on the SERP (Search Engine Results Page) show up depending on the Ad auction. An Ad auction is a type of formula major search engines automate depending on the ad\u2019s keywords, negative keywords, relevance, and valid content, among other things.\u00a0<\/span><\/p>\n

\"analytics<\/p>\n

Do you want to understand Ad auctions better? We\u2019re about to dive in.\u00a0<\/span><\/p>\n

Keywords and Ad Strategy\u00a0<\/span><\/h2>\n

We\u2019re talking about keyword research first because it\u2019s one of the most time-consuming (but <\/span>a most important!) <\/span><\/i>aspects of creating Pay-per-click ads. The overall PPC ads campaigns are based on the keywords contained in the ad bid.\u00a0<\/span><\/p>\n

An important thing to remember about keywords for your ads is that keyword relevance is always changing. You can create a killer ads campaign, only to realize months down the line that those perfect keywords you chose before are now nearly useless. The most successful ad creators are constantly researching, improving, and evolving their keywords within their ads.\u00a0<\/span><\/p>\n

Tips for PPC Keywords:\u00a0<\/span><\/h3>\n