Digital marketing discussed: What is PPC (Pay-Per-Click)?
This article talks about the basics of PPC and how it can be implemented keeping the important things in mind. PPC or Pay-Per-Click has depends on various factors. These things are discussed in detail giving the reader an idea of the various components of PPC.
Advertisers bid for the keywords that a user enters in the search engine. The highest bidders’ advertisements for a particular keyword are displayed in the SERP or search engine results page. Advertisers pay on every click on the advertisements by the users. This model is known as Pay-Per-Click. PPC is a very powerful method that can be seen in digital marketing in Kolkata and the other states of India.
Whenever there is an ad spot on the SERP, an auction for a particular keyword takes place. The search engines decide who will occupy the ad spots on the quality factor of the advertisement and bidding amount. To participate in the bidding process, advertisers have to post their ads on Google Ads. There are different categorizations in Google Ads which allows advertisers to choose between different product types or locations.
The way the advertisers entice the users to their advertisements is very interesting. First, the user enters a query or a phrase into the search engines. The advertisers then choose a keyword to target these user queries. A particular keyword may work for different search queries. After this, advertisers place their ads on Google ads on a particular keyword. Next in the auction, it is decided who will get the chance to display in the search engine results pages.
There are different ways to target users with these advertisements. The ad campaigns can be optimized according to device or location, day timings, or demographics. Different categories might demand different ad copies. So, there is an option to place different ads for the same keyword keeping in mind that one particular ad might do better in one circumstance whereas the other ad will work better on a different circumstance. For instance, there can be many ads for the keyword “digital marketing in Kolkata”.
All these efforts lead to the next important stage, the conversions. These ads must get enough conversions. Otherwise, the whole point of PPC becomes meaningless. So, the task of the PPC marketer is to track the conversions, to check whether the PPC campaign is working or not.
There are numerous benefits of PPC. Through PPC, advertisers can drive traffic to their websites. One can know a lot about PPC’s performance from the data available. This data will help to modify the advertisement if required. Also, one of PPC’s biggest advantages is that advertisers can check the ROIs of their ads.
There are three types of PPC.
PPC is a complex marketing technique. It has its shortcomings and when applied correctly, it can give great value to your marketing process. But PPC requires a lot of patience and one has to experiment with different strategies to obtain the desired result. This testing process is fundamental to marketing success. Another important point is that ad relevance is the key to achieving a good CTR. If someone does not display relevant ads, her PPC effort will not stand the test of time. For example, for the niche ‘digital marketing in Kolkata’, one should be thinking about only those ads which are relevant to this keyword. Keeping these things in mind, one can successfully run a PPC campaign for her website.
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ABOUT THE AUTHOR
Nancy Hopkins is a trained digital marketing professional. She shares her knowledge on various topics of digital marketing over the internet. She is also a marketing expert for a digital marketing service provider in Kolkata. Her main areas of expertise are digital marketing, social media marketing, and SEO.