Pay-Per-Click Advertising FAQs

 

What is Pay-Per-Click Advertising?

Pay-per-click advertising, otherwise commonly referred to as PPC, is a method in which brands pay a fee each time one of their ads is clicked. The purpose of PPC is to increase website views through paid traffic, rather than earning organic traffic. Pay-per-click advertising offers companies a great opportunity to reach users who are searching for keywords and phrases that relate to their brand, products, services, and industry.

How does pay-per-click advertising work?

The way in which pay-per-click advertising works is simple. Brands can place bids for their ads to be featured in the top ad placements on search engine results pages. Each bid is placed on the specific keywords and phrases that the company wants their ads to be displayed for. Each search engine has its own ad auction process that determines which ads are the most relevant and valuable for each user query, meaning which ad campaign will “win” the auction and be shown on the SERP.

What makes a successful pay-per-click advertising strategy?

When planning a PPC advertising strategy, brands should always give special attention to keywords and phrases. If you do not choose keywords that are relevant to both your ad campaign and target audience, your PPC ad is less likely to be shown on results pages. The ad itself also needs to be creative and powerful – if the ad copy is not compelling, then users might not click on it, despite it being featured at the top of the SERP. A strong, persuasive landing page is always crucial when it comes to pay-per-click advertising because you want users to visit your website, but also stay and take action.

What are dynamic search ads?

Dynamic search ads generate ad content and visuals based on the content on your website, making it easier to target your specific audience without going to great lengths to create them from scratch. Google and Bing both offer dynamic search ads.