Introduction to Pay-Per-Click Advertising


By Sonam (Tech101)


What is Pay-Per-Click Advertising?

Pay-Per-Click Advertising (PPC) is a form of advertising where the advertiser pays for each click to their website or app. Google Ads is the most well known PPC Advertising Network, where advertisers bid on keywords for clicks to their websites. Advertisers only pay when their advertisement is Clicked. Every time our ad is clicked, sending a visitor to our website, we have to pay the search engine a small fee. When PPC is working correctly, the fee is trivial, because the visit is worth more than what you pay for it. In other words, if we pay $3 for a click, but the click results in a $300 sale, then we’ve made a hefty profit.


How Does Pay-Per-Click Advertising Work?

Advertisers generally set a bid for clicks to their website based on keywords and/or audiences they are targeting. Ads are subject to what is known as the Ad Auction, an entirely automated process that Google and other major search engines use to determine the relevance and validity of advertisements that appear on their Search Engine Results Page (SERPs). Pay-Per-Click Advertisers enter the Ad Auction against other advertisers for each click. The advertisements that show are based on a bid and an Ads quality score or relevant score. 


How Keywords Work in Pay-Per-Click Advertising?

Ad Auction is a bidding system. This means that advertisers must bid on the terms they want to “trigger,” or display their ads known as Keywords. Since you have to pay for each click on your ads, it’s imperative to only bid on keywords that are relevant to your business, so you can be sure to get Return on Investment (ROI) from your ad spend. 


How Can You Get Started With PPC Ads?

You can start by using popular PPC Advertising Network such as Google Ads, Bing Ads, Facebook Ads, and more. You will need a website or an app to promote. Then, you can sign-up with one of the top PPC networks, enter your payment information and create your first campaign.  




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