PPC (Pay Per Click)

PPC stands for Pay Per Click; it is a type of campaign when the advertiser pays only on the basis of the number of clicks the ad has received. This is a very widespread online advertising payment model.

It is used in a multitude of scenarios: within websites, on search engines, on social networks, in mass mailing campaigns or any other platform where the number of clicks that a link or advertisement has received can be tracked.

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:

• Search engines such as Google, Yahoo or Bing, which are respectively Google Ads, Yahoo Advertising and Bing Ads.
• Proprietary platforms such as Amazon (Amazon Advertising).
• Social media companies, 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:

• It helps to improve SEO and branding.
• The advertiser only pays for the visits they receive.
• The ads are only shown to the most interested audience.
• It allows marketers to optimize and modify an ad that is not 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 of the tools allow the use of CPA (cost per action), ROA (return on investment), increase conversions, etc. 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.