There are two ways to rank at the top of internet searches and to be visible. The first method is to create high organic visitor traffic and the other one is digital ads. Actually, the service with ads increases the visibility of the advertiser by increasing visitor traffic. One of the terms that we come up with when they say “ads” in the digital ecosystem is PPC. Well, what is PPC? What is Paid Search Marketing?
What Is PPC?
PPC is the abbreviation of “Pay-Per-Click” term. This means paying for each click or “cost per click”. The advertiser website or product is ranked higher but no fee is paid for this visibility. But if the users click to the website with visibility and visitor traffic increases, there will be pay per click and PPC payment is made. The most important advantage of PPC is that you can set a monthly budget for PPC ad. The ads will not be shown when the pay per click budget is reached. This way, it is possible to publish ads without exceeding the budget.
Things to Consider in PPC Ads
Using Google Ads for PPC ads will be a logical choice. Google which is the most popular search engine around the world ha larger user audience and traffic than other search engines. Therefore, the ads will be most visible and clicked more on Google. But PPC is not only used on Google. It is possible to advertise on marketplaces such as Amazon, Etsy and Allegro with this method.
The things to consider when using PPC ads are as follows:
Keyword selection: One of the most important things for the success of the PPC ad is keyword selection. The selected keyword must have high CTR (Click-Through Rate), be relevant with the ad and it is necessary to identify different keywords with the same properties.
Landing page quality: The landing page must be relevant with the keyword, convincing, contain a clear call to actions and optimised for mobile.
Quality score: Quality score is Google’s rating on the quality and relevance of keywords, landing pages and PPC campaigns. Advertisers with high-quality scores can have more ad clicks with lower costs.
Creativity: Attractive ad texts are vital. High-quality image pixel, attractive and creative look are important to increase the traffic, especially for display ads.
When these are considered, a successful PPC ad campaign can be realised. This will increase the visibility of the website or product. The website traffic will increase as well. This will naturally positively affect sales.
What Is Paid Search Marketing?
Paid Search Marketing is known with different names and abbreviations in the marketing and advertisement industry. Various names such as search engine marketing (SEM and SEO), pay per click (PPC), search engine advertising, sponsored lists are used in the sector. Advertisement programs and ad types such as Google Ads (former Google AdWords), Google Product Listing Ads, Google Shopping Ads and Bing Ads can be evaluated under this framework.
Paid search marketing is “pay per click” payment for every ad click or “Cost Per Thousand Impressions” when the ads are viewed less frequently. This allows publishing ads on a search engine or a sponsored lists of a website.
Paid search and pay per click (PPC) terms can be used interchangeably. Because paid search marketing includes “Cost Per Impression” or Cost Per Transaction / Acquisition (CPA). However, PPC (Cost Per Click) is still the most common paid search type.
When a user from England searches for “chocolate fountain” on Google, search engine result page (SERP) gives the following result:
As you can see from this image, the paid search results are marked with “Sponsored” term on the top. These are “Google Shopping Ads” commonly known as Product Listing Ads (PLA). When a user searches a product on Google, this is the type of PPC ad.
As it can be seen for the “chocolate fountain” search term example, the firm with the highest Ad Rank is shown at the top of search results. If the user clicks the first product and visits the website, the firm at the top will pay higher ad cost than other firms. But the cost is not the thing that determines Ad Rank. Other factors that affect the Ad Rank include ad quality, ad extensions and user search content.
Terms Used By Paid Search Ads
Some of the terms related to paid search ads are as follows:
CPC: Cost Per Click or CPC is the payment by the advertiser on SERP to the search engine for each ad click by the user. This is the same as PPC (pay-per-click). But some people use “Cost Per Click” to refer to the metric that measures cost per click and other use “PPC” term to refer to the entire strategy.
CPTI: It means “Cost Per Impression” or “Cost Per Thousand Impressions”. Different than CPC, this ad model is based on impressions rather than the number of people who click on the ad. This model gives the best results to companies that aim to create brand awareness rather than direct sales.
PLA: This means “Product Listing Ads”. It is also known as “Google Shopping Ads”.
PPC: “Pay Per Click” or PPC is the most common paid search model. This is generally used for referring the paid search. It is the same as Cost per Click (CPC). The advertiser pays for every click on the ad listed on the search engine.
SEM: This is “Search Engine Marketing”. This is generally used for referring paid search advertisement only. But it can also include “Search Engine Optimisation” (SEO).
SERP: The results listed on a search engine when a keyword is written is called “Search Engine Results Page” or “SERP”. The entire search results are called “SERP Page”.
Google Ads: This was known as “Google AdWords” before July 2018. This is the ad network of Google. In addition to PPC, CPC and CPM ads, it is a service that offers targeted banners, text and displays media ads.