Pay-Per-Click in Digital Marketing: 
PPC from A to Z

“Search marketing, and most Internet marketing in fact, can be very threatening because there are no rules. There’s no safe haven. To do it right, you need to be willing to be wrong. But search marketing done right is all about being wrong. Experimentation is the only way.” 
Mike Moran, the Senior Strategist for Converseon and SoloSegment, notes,
Teamcy can do nothing rather than agree with every word Moran mentioned. If we talk about search marketing, we can’t tackle the topic of Pay-Per-Click (PPC) advertising - a type of Internet marketing worth a try. Believe it or not, PPC is one of the most popular advertising forms that straight buys customers rather than attempts to earn them. So, wanna know more? Then, let’s read along with the article. 

The Basics of PPC

Out of all common advertising models, PPC is the one that marketers prefer because of its cost-efficiency. Of course, you may wonder how digital marketing services may be cost-efficient, but PPC changed the narrative. By using PPC services, marketers attempt to drive traffic to the website. The fundament of PPC is the campaign goal to buy visits rather than attempt doing it. The end result of PPC advertising services is a user action, i.e. product purchase, registration, etc. 
The best part about this is that they pay the publisher only when the ad gets clicked by a visitor. Otherwise, no investment is being allocated without quantitative results. See, PPC is, indeed, cost-efficient. Plus, it is one of the most efficient ways to drive traffic to the website and rank high on the Search Engine Result Page. This type of Search Engine Marketing (SEM) helps your website appear on the first results page when a user searches a related keyword. Accordingly, your ad is displayed at a maximum frequency, increasing brand visibility and exposure and providing instant traffic. Furthermore, PPC services don’t limit the times you are allowed to run ad campaigns - you can do it as many times as you want with any keyword you want. Consequently, the advertising model is about higher click-through rates (CTR), conversions, and sales! 
The terminology for PPC can seem overwhelming, but as the best digital marketing services, it’s important to understand the various layers. So, let’s get acquainted with the key concepts of PPC services. 

The Key Concepts of PPC

CTR - Click Through Rate

The higher the CTR, the better the ad ranking. It is a metric showing what percentage of those who have seen the ad actually clicked on it. Most of the time, CTR determines the price of an ad as an essential metric for identifying the quality of an ad based on the level of CTR. Experts note that the formula to calculate CTR is the following:
In the formula, you may encounter unknown abbreviations like CPM and CPC. In the case of CPM (Cost Per Mille), everything is simple - it’s the cost per thousand impressions (each view that an ad gets, regardless of whether the user clicks on the ad or not, refers to the impression). To explore CPC, let’s keep reading further.

CPC - Cost Per Click

CPC stands for the price marketers pay for each click on an ad. The price for each click on an ad is determined before publishing the ad, either with a fixed price or through an auction. If the marketer decides to price a CPC ad through an auction, that individual chooses either a maximum price or a bid they are eager to pay for each click. Then, when the ad is published, the system or the platform on which the ad is recruited starts comparing the ad with similar ones based on two significant criteria:
Price eager to pay


As you may notice, conversion is everywhere among these metrics. Accordingly, conversion is the most crucial metric for PPC advertising services as an economic term measuring the ad performance. Mainly, it measures how many users went for an auction - purchase, registration, etc. - after an ad click. 
So, now you know the core concepts of PPC services needed to achieve success with this digital marketing technique. However, take note of very similar digital marketing techniques not to confuse PPC with anything else. Every digital marketing agency provides other forms of Search Engine Marketing (SEM), including Payment-Per-Thousand (PPM) and Payment-For-Acquisition (PPA). In the case of PPM, the marketer pays per thousand impressions - just for showing the ad to the user this many times. PPM doesn’t give the opportunity to know the price of each visit and doesn’t guarantee action from the users when the ad is shown. On the other hand, PPA generates payment per specific action, i.e., joining the e-commerce platform as a customer. PPA is close to PPC but is more narrowed down and limited than PPC. The limitations of PPA result in low efficiency compared to PPC. 

PPC and Advertising Ways 

PPC in Google

As mentioned above, PPC is a part of Search Engine Marketing (SEM), allowing the marketer to conduct advertising based on specific keywords such as “the best digital marketing company.” Using the right keywords is crucial for the ad's success. Imagine if a company runs an ad campaign with a theme of Oscar 2022with wrong keywords, not the ones that digital marketing news reports; that'd be a complete failure - thank God without useless investment in an ad campaign (don't forget that PPC gets paid per user action). 
Conducting PPC in Google has two significant advantages - high visibility and high effectiveness.
High Visibility
Don't you ever wonder how you see all these [ad] stickers beside the first links that appear due to a web search? It's all about PPC - those links conduct PPC that puts them on the first page of the Search Engine Results Page (SERP) due to the usage of the right keywords. Whenever people type that keyword on the search, these links pop up - highly visible, no way to miss them. Such a way of becoming visible to people is highly recommended. Otherwise, digital marketing companies and marketing experts spend years growing their website visibility organically. Not to mention, they spend a century establishing an online presence, while PPC does that instantaneously. 
High Effectiveness 
PPC ads can be regarded as highly effective because of their high visibility. Indeed, more than that, it has high effectiveness because of the plethora of opportunities to target the right audience. Have you heard about segmentation? Online advertising allows you to take complete control over the audience the ad reaches. Based on different factors of your choice, including age, location, gender, etc., PPC campaigns are being segmented. This provides the ad a high level of accuracy - high effectiveness. This allows you to ensure that every click on your ad is from a potential customer. Accordingly, people outside your target have a low possibility of encountering your ad. 

PPC Display Ads

Besides appearing on the first pages of the Search Engine Results Page (SERP), PPC advertising services and banner ads work well when advertised in the right place. When marketing experts decide to put banner ads for a brand, they should concentrate on websites that are related to that particular brand. The reason behind this is that such websites have users who are highly aligned to be in the brand's target audience. Accordingly, the probability of converting customers from the banner ad increases. 
Plus, a crucial point is to consider putting PPC display ads on high-traffic websites. This reason is that PPC display ads may be comprehended as intrusive advertising, which is something no one wants to happen with their brands. To bypass such situations, websites with high traffic lower the probability of looking invasive as the website already is trustworthy to its users. 

PPC and Social Media Platforms

You may wonder how social media platforms will help PPC advertising services, right?
These types of ads are different from those you usually see in your news feeds. These ones appear on the sidebar while you scroll through the news feed. The primary advantage is that these ads help gather more user-related information to further launch better-segmented PPC ads. 

Pay-Per-Click (PPC) advertising is one of the most effective forms to attract users to your website without attempting to do it rather than buying it.​ 

With PPC, you can be confident that every dollar spent is worth the result because PPC works based on user action - registration, product purchase, etc. Plus, PPC provides you with good optimization possibilities, the opportunity to reach the right audience with instantaneous results, get information about the ad performance to optimize further ads, control your budget, and decide when and where to put your ad. 
Author: Veronika Abrahamyan
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