Pay-per-click (PPC) is a method of purchasing targeted advertising space on Internet platforms that takes advantage of organic search terms. Advertisers pay the owners of a web space, such as a search engine results page or a specific webpage, a certain amount of money each time an Internet user clicks on their specific ad. This takes many different forms and has evolved since the technology was first introduced at a 1998 TED conference by Idealab founder Bill Gross.
The Elements of Pay-per-click (PPC)
As we’ve seen, PPC is more involved than many marketers realize. In fact there are several components to a PPC campaign:
The Campaign Itself :— At the top of the hierarchy is the campaign itself. You might, for example, have an advertising campaign that’s based on a holiday theme.
The Ad Group :— An ad group is a group of ads related to a campaign. For example, you might have one ad group related to gag gifts for a holiday party. You might have another group related to Christmas cards.
Keywords :— Your keywords should be relevant to your ad group. Google will use keyword relevance in determining ad placement (more on this in a bit).
Ad Text :— You’ll want to run some catchy text in your ad that tempts people to click on it. It’s usually best to enlist the aid of a professional copywriter when creating ad text.
Landing Page :— The landing page is where people “land” when they click on your ad. It should also be relevant to your keywords.
Even if you’re still getting your head wrapped around the concept of PPC, I guarantee that you’re very familiar with plenty of PPC platforms, each of which has their own unique benefits and best uses. The two biggest PPC platforms are:
Google Ad Words, where ads are shown to customers based off their searches. Ad Words’ best value comes from showing your ad content to users who are actively looking for what you have to offer and are further along in the buying cycle.
Facebook Ads, which has an unparalleled targeting system (and also allows you to advertise on Instagram). Facebook Ads has two main strengths: re targeting based on segmented marketing and custom audiences and the ability to introduce your brand to customers who didn’t know they wanted it.
There are also many other PPC platforms out there, many of which exist on social media sites. These include: Twitter Ads Promoted Pins LinkedIn Ads Quora Ads YouTube Ads (which are technically part of Google’s Ad Words system)