Back To basics: What Is PPC & How Does It Work?. Pay-per-click marketing is an advertising channel where marketers don’t pay by the impression or purely for ad placement. The bid amount may affect placement, but the advertiser only pays when their ad is clicked by an online user.
The most common PPC ad format appears on search results pages of search engines like Google or Bing. Advertisers have the opportunity to place their brand, product, or service front and center in the form of an ad that targets a specific keyword or behaviour.
For Instance, If a user searches for "Heels" on Google, the search engine results page (SERP) returns the following:
As you can see from the screen displays the paid search results are in the carousel at the top, marked with the term “Sponsored”. These are Product Listing Ads (PLAs), more commonly called Google Shopping ads (though other comparison services do appear in these spots, too): they are a type of PPC ad that is displayed when a user searches for a product on Google.
What do paid search ads look like for a non-product search? Here’s a search for “social media Expert”.?
Instead of the carousel of product images, we’re presented with a list of regular text ads that resemble search listings – only distinguished by a subtle “Ad” label to the left of the web address.
A glossary of abbreviations
We’ve already covered a few of the three-letter abbreviations that pop up in relation to paid search, but here is a comprehensive list of what each refers to.
Cost Per Click, or CPC, means that you as an advertiser appearing on a SERP pay the search engine for each user’s individual click on your ad. It’s effectively the same as PPC (pay-per-click), though some use Cost Per Click to refer specifically to the metric that measures cost per click, and PPC to refer to the strategy as a whole.
Cost Per Mille, CPM, means cost per thousand impressions. Unlike CPC, this is an advertising model based on the number of people who see the ad (known as “impressions”) regardless of how many actually click on it. This model works best for companies aiming to improve brand awareness rather than generate direct sales.
Product Listing Ads. Also referred to as Google Shopping Ads.
Pay per click, or PPC, is the most widespread paid search model and is often used to refer to paid search in general. As mentioned above, it is effectively the same as Cost Per Click (CPC): the advertiser pays the search engine for every click on their ad.
Search Engine Marketing, also known as Search Marketing, is a nebulous term. It is often used to refer purely to paid search advertising, but can also encompass SEO (Search Engine Optimisation).
Google Ads (known as Google AdWords prior to July 2018) is Google’s own advertising network. It offers PPC/CPC and CPM advertising as well as site targeted banner, text and rich media ads.
By using Google Ads, you can show your ads on one or both of Google’s advertising networks:
- Google Search Network, which encompasses any ads that appear on Google search results pages, including Google Search, Google Shopping, Maps and its various search partners.
- Google Display Network, which covers any website that partners with Google, and other Google sites such as Gmail and YouTube.
Contact us If want to know more about PPC and Google Ads.
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