PPC (Pay per click)
What is PPC (Pay Per Click)? Advantages of PPC
The PPC payment model, short for Pay Per Click, in which the advertiser pays only based on the number of clicks their ad has received. This is a very widespread online advertising payment model.
It is used in a multitude of scenarios: within websites, in search engines, on social networks, in bulk email campaigns or on any other platform where the number of clicks a link or ad has received can be counted.
1. Platforms for working with PPC ads
There are many platforms where you can create ads using the PPC scheme, among the most common are:
- The platforms of the search engines themselves, such as Google, Yahoo or Bing, which are Google Ads, Yahoo Advertising and Bing Ads respectively.
- Proprietary platforms such as Amazon (Amazon Advertising).
- Social networks, such as Facebook Ads, LinkedIn Sponsored Content or Instagram Ads.
2. Advantages of PPC
The use of PPC (Pay Per Click) as a model for online advertising offers a number of advantages, among which are:
- They help improve SEO ranking and branding.
- The advertiser only pays for the visits they receive.
- The ads are only shown to the most interested audience.
- It allows you to optimize and modify an ad that isn’t working, in real time.
- You get very detailed information about the performance of the ad.
- It offers a very precise control of the budget, as you will know the cost in advance.
- It has the ability to indicate the exact place and times in which to show the ad.
3. How to create a PPC ad?
To create a PPC (Pay Per Click) ad, the first thing to do is to set a budget. Depending on the niche where you want to compete, the budget may be insufficient and you would have to choose words with less competition.
After that you have to set the desired objectives for the campaign; depending on the goal you select, the costs of the campaign could skyrocket, but you could also better segment the audience.
Now comes the time to decide the medium where the target audience is, i.e. if the campaign would work better with search engine ads, social networks, streaming video services, web portals, etc.
Once the three previous aspects are clear, it is time to make a selection of the desired keywords and assess the user’s search intentions.
Finally, you have to select the desired options for the auction. Most tools let you use CPA (cost per action), ROA (recovering the money invested), increase conversions, and so on. This is vital for optimal campaign performance.
With everything ready, all that remains is to create the ad (design and copywriting) and place it in the best channels to meet our objectives.