What is PPC (Pay Per Click)? Definition, How it works?

 Before understanding the concept of PPC, let's understand what role it plays in the field of digital marketing. When a brand needs a  precise and targeted reach to best achieve its marketing goals, is where PPC comes into play. Understand it this way, social media is basically open for everyone with access to the internet, and it's free too, which means almost every kind and aspect of people can be and are present on social media, so it becomes hard for marketers to market their product in front of an audience, which could become their customers, for eg I am a books seller and looking for people who might be interested in purchasing books and might be able to visit my store physically, my shop is in Chattarpur, New Delhi. Now the problem with me posting my shop's ad on social media is that it might or might not show up to the people who are living near Chattarpur, New Delhi, but with the help of PPC. I can pinpoint the location where I want my ad to show up, I can also set the ages of people who are supposed to see my ad, I can also select their gender, interests, shopping behaviors and many more. This will make sure that only the best possible people who might be interested in buying books are seeing my ad, with the precise effort included. No jumping on

What is PPC( Pay Per Click )?

As the name is most of the part self-explanatory, "Pay" "Per" "Click". You pay for every click you get and don't get confused from the above example, this is not just limited to social media, but most of its use is on the direct web, where you make a direct search on your search engine, I have already given a rough thought of PPC in my previous blog but let's dive deep here, Now very often PPC is also referred as CPC (cost per click). The pay per click format is mostly offered by search engines and social media platforms, and now some OTT platforms are also adapting towards PPC form of revenue generation, Some popular platforms for PPC advertising are Google Ads, YouTube Ads, Twitter Ads etc. 

How PPC works?

Pay Per Click is based upon certain factors which of course includes monetary payments being done as agreed upon by the promoter and the platform, 

This can be roughly classified into two parts 

Bid-Based

In this, the marketers' places bids for the ad spot on the publisher's platform, but standard rules of bidding do not apply here, where more money offered to the publisher does not guarantee you the top spot, Your ad also has to shine on the relevance factor as well, hence more relevant and the highest bidder gets the top spot.

Flat- Rate

Here in the flat rate, the advertiser pays a flat rate to the publisher for each click received on the advertisement. These are generally long-term contract based types of advertisements and prices are mostly negotiable and can be lowered looking at the potential of the advertiser.

Factors including PPC

Keywords

These are the most basic roots while building a PPC campaign, this is where the actual bidding system is based on

Based upon the keyword type, search density, range of abstracts, number of queries etc. determines the price of the keyword. 

Marketers can choose a variation of a high price keyword to achieve the similar results in a lower budget situation, this is where the the hit and miss strategy comes into play, since marketing is a hit and miss endeavor.    

Ads

After the  process of keyword research is done, marketers should be prepared with Ads

Ads happens after a bidding is won by the marketers, this  is done in order to rank the Ads on the SERP, A  typical Ad contains A title and description where title has a character limit of 60 characters and description has the character limit of 155-160 characters, 

A title needs to be full of relevant keywords, should make sense, and be catchy too,   

Budgets and Bids

Ad Rank and Pushups

Targeting 

Conversions   

Benefits of PPC

Measurable and Trackable 

This is understandable since PPC is a paid service, so you can expect some additional benefits and services, everything is readily available in exceptional detail, this will help you to narrow down your campaigns to the most conversion intense campaigns only.

Less effort more result

You can enter any market even if you are far behind your competitor, PPC lets you cast your product/services to a wider audience that is absolutely new to you but are exactly of your niche.

Total Control 

Marketing strategy is in general a big "Hit and Miss" game, so no matter how many references you take help of or have a ton of data, it's still a risk. PPC minimizes this, since you are in total control, you can stop a non-performing campaign instantly, this will allow you to use your time money, and effort more efficiently.

Summary

So PPC, in conclusion, is a great marketing tool, it's a proven reliable and profitable source of marketing. 

There is a slight risk factor involved when you are initially testing out the campaigns, but all in all its one of the best and efficient marketing tool available out there.

Thank you, readers, if you like my blog, please share your views, questions, etc. below and share this with your marketing week folks as well. 

Peace.