What is PPC and How does it work?

What is PPC? And How does it work for you? You might be wondering how you can be benefitted from PPC marketing. If you are not aware of PPC marketing, you are out of the competition in digital marketing.

Here are the basics of PPC and types of PPC marketing.

What is PPC?

PPC stands for Pay Per Click. It’s a digital marketing model in which advertisers need to pay only when people click on the ads. It is a technique for buying visitors to the website. Not only obtaining visitors, but it is also helpful in generating a conversion. It is used for creating sales, leads, product and brand consideration, website traffic, brand awareness and reaches, App promotion, etc. It depends on how you use PPC marketing for your business.

Benefits of PPC Marketing

It’s a type of digital marketing to reach the audiences. Some of the benefits of PPC advertising are as follows:

Increase Website Traffic

Pay Per Click improves website traffic. Advertisers place their ads along with their website address; then, if the ads are clicked, it redirects to the site. The advertiser needs to pay the budget only when someone clicks on the ads. The ads are shown to the people who search for the keywords that match your website. So, it’s a useful technique for increasing the traffic because the site is visible to the interested traffic.

Accessing the market

When advertisers use the Pay Per Click method in the promotion of the company, they are entering into the competitive market. This digital marketing technique helps in brand awareness and reach the potential audience. It reveals the product and brand into the market for reaching to the interested customers.

Reach the right audience

The significant benefit of PPC digital marketing is choosing the desired audience. Pay per Click offer to choose your audience. The advertiser can select the audience for whom the ads should be visible. They can target the viewers according to interests, geolocation, age group, gender, etc.

Generate Sales and higher ROI

If the product value is $300 and if the PPC marketing costs $5 for bringing the conversion, then you can calculate the ROI of your own. Pay Per Click advertising platform supports Product Listing Advertising (PLA), where an advertiser can showcase their products on search engines, shopping searches, video, display ads, etc.

PPC advertising Platforms

Different advertising platforms utilize PPC methods. Some are discussed below:

Google Ads

Google Ads is the first tier for using Pay per click method. The pay per click ads is controlled by the Google LLC. It has millions of publishers to show their ads and it also shows advertisements on its search engine, emails, youtube, and on the publisher’s website. The ads are displayed through the Adsense program.

Bing Ads

Bing Ads are controlled by Bing Search Engine and by Microsoft. These ads are shown on publisher websites, search engines, and emails. It shows its ads on all the search networks, which include Bing, AOL, and Yahoo search and syndicated search partners. Advertisers manage their ads through the Microsoft advertising platform.

Social Media Ads

Besides search engines, Social media are also using the Pay Per Click method. Facebook, Twitter, LinkedIn Ads are some of the Social media platforms that use Pay Per Click method for advertising. These companies show their ads on their website.

Besides these platforms, some other pay per click advertising platforms are buysellads, adroll, revcontent, bidvertiser, infolinks, etc.

Types of PPC

PPC exists in different formats. Its usage depends upon the kind of marketing advertiser wants to perform. Some of the ads forms are discussed below:

1. Search Ads

Search Ads appeared on the Search Engine Result Page (SERP) above the organic results. The search Ads are shown according to the search queries. If the search queries match the keywords with the advertising keywords, the ads appear on the SERP.

It is a text-based ad. It consists of headlines, links, descriptions, and site links. Moreover, the advertiser can also display their contact details on the search ads.

PPC search Ads

2. Email Ads

Email ads appear in the e-mailboxes. It appears just above standard emails generally, on the promotion labeled category. These emails are sponsored emails. You have never subscribed to these websites, but they appear in your email boxes based on your search history. It’s similar to other emails. You can open these emails as other standard emails. Inside the email, you will have links to the website or products.

PPC email Ads

3. Display Ads

Display Ads are banner ads that contains graphics. These ads appear on publisher websites and can be of any size according to the visitors’ devices. Display ads are useful for increasing website traffic. On the publisher’s website, it appeared according to the search queries histories or website niche. For publishing the display ads, proper keyword research should be done to get a greater higher amount of traffic with a low budget.

Display Ads
Example of Display ad

4. Social Media Ads

Social media ads appear on social media platforms such as Facebook, Twitter, Linkedin, Quora, etc. These ads are controlled from the ad manager panel of respective platforms. The social media ads are shown according to the audiences’ interest and these ads appears on the news feed from the activities of the user.

The social media ad manager platform allows putting the code on the website. These codes keep the record of the behavior of the user with the help of cookies, and hence, accordingly, the ads are shown on the news feed of the social media users.

Social Media Ads
Example of Social Media Ads

5. Shopping Ads

Shopping Ads are also called PLA Ads and appears on the SERPs. Whenever the customers are looking to buy certain products, then these types of ads appear on the search engine above the organic search. It is similar to window shopping feel on the internet for buyers. They see the picture of the product along with their price and other information.

Shopping ads are also available on social media platforms. The shopping ads are mostly used for remarketing purposes on social media platforms.

Shopping Ads
Example of shopping ads

6. Video Ads

Video ads are in the form of video. It appears before the videos play on the youtube or in the middle where the publisher wants to diaplay the ads. Video Ads are also available as display ads. Whenever the visitor clicks the ads, the video plays as an overlay on the website.

Video Ads on the website
Example of video ads on Youtube

Conclusion: PPC advertising in Nepal

PPC advertising is increasing in Nepal. This marketing method provides a higher ROI and also increases the business. If pay per click advertising is used correctly, the result can be significant with low budgets. Because the ads go to auction, and quality ads have to pay a smaller budget.

Pay Per Click advertising comes under digital marketing. It is effective because the advertisers need to pay only when someone clicks the ad or on an impression basis. So, there is no wastage of money and you can track the report to know how the ads performed in marketing the business.

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