PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of ""buying"" visits to your site, rather than “earning” those visits organically.
Search engine advertising is one of the most popular forms of PPC. It allows advertisers to bid for ad placement & rank within a search engine's sponsored links, as a browser (user) searches on a keyword related to the advertiser's business offer.
A lot goes into building a winning PPC campaign: from researching and selecting the right keywords, to organizing those keywords into well-organized campaigns and ad groups, to setting up PPC landing pages that are optimized for conversions. Search engines reward advertisers who can create relevant, intelligently targeted, pay-per-click campaigns by charging them less for ad clicks. If your ads and landing pages are useful and satisfying to users, Google charges you less per click, leading to higher profits for your business. So if you want to start using PPC, it’s important to learn how to do it right.
Research indicates that users click on paid search ads more often than any other form of digital advertising. This means that people really don’t mind the advertising, provided that the products and services advertised actually fit with the user’s needs. Because we use search engines when we’re looking for products and services, the results, including the ads, are generally highly relevant to what we’re looking for. Google has developed an excellent formula to ensure PPC ads meet the user’s needs.
Advertisers (businesses) get a unique mean to put their message in front of an audience that is actively and specifically searching for their product. Because searchers reveal their intent through their search query, advertisers are able to measure the quality of traffic resulting from search engine clicks.
PPC enables search engines to cater to searchers and advertisers simultaneously. The searchers comprise their user-base, while the advertisers provide them with their revenue stream. The engines want to provide relevant results, first and foremost, while offering a highly targeted, revenue-driving advertising channel.
The unique advantage of PPC marketing is that Google and other ad networks don’t just reward the highest bidders for that ad space, they reward the highest-quality ads (meaning the ads that are most popular with users). Essentially, Google rewards good performance. The better your ads, the greater your click-through rates and the lower your costs.
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