Pay-Per-Click (PPC) Management
Pay-per-click (PPC) is an advertising model that lets marketers place ads on an ad platform and pay the host of that platform every time their ad is clicked. The goal of a PPC ad is to lead the person viewing it to click through to the advertiser’s website or app, where that visitor can complete a valuable action, such as purchasing a product.
Search engines are incredibly popular advertising platforms. They allow you to display ads that are relevant to what users are searching for. Advertising services like Google Ads and Bing Ads operate with real-time bidding (RTB), where advertising inventory is sold in a private automated auction using real-time data.
How Paid Search Works
- Every time there is an ad spot on a search engine results page (SERP), an instantaneous auction takes place for the keyword.
- A combination of multiple factors, including bid amount and the quality of the ad, decide the winner who will appear in the top spot of the SERP.
- These auctions are what keeps the gears of PPC moving.
- Auctions begin when someone searches for something on a search engine; if there are advertisers interested in showing ads related to a user’s search query, an auction is triggered based on keywords that are bid on by advertisers. The ads that win the auction then appear on the search engine results page.
- To get involved in these auctions, advertisers use accounts on platforms like Google Ads to set up their ads and determine where and when they would like those ads to appear.
- Accounts are split into campaigns for ease of management and reporting of different locations, product types, or other useful categorization.
- Campaigns are further divided into ad groups that contain keywords and relevant ads.
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