Pay-Per-Click (PPC), or “Payment per Click” for its name in Spanish, is a model of digital marketing strategy that allows advertisers to place ads on search engines, social media platforms and websites and pay a fee each time Click on the ad.
PPC ads are auctioned and do not require a large investment from advertisers.
PPC currently generates more than $ 134 billion In terms of advertising revenue, Google is the main provider of this type of service thanks to tools like Google Ads. With that in mind, this is one of the most accessible and easy to use and configurable PPC advertising platforms, which is why it is usually the most widely used by the users.
PPC is a great option for businesses looking to advertise online, largely because it is much cheaper than other more traditional advertising. With this in mind, advertisements in traditional media usually have fixed prices regardless of the result achieved. Yet, PPC offers a more control at the expense of advertising campaigns.
This is possible through a Auction system. With that in mind, the advertiser bids for the number of times the ad will appear. This means that if you “lose” the auction, the ad will not go away, but will appear less frequently.
When will the ads run?
Whenever a user searches on Google, the search engine analyzes the list of advertisers for that keyword. If he finds it, the auction between them will begin. At this point, an algorithm selects the ads based on each advertiser’s maximum bid and the Quality Score of each ad.
With that in mind, you can run ads even though you can run ads on a very low budget if the initial bet is unrealistic (i.e. very low) will not be shown too often for the strategy not to pay off. The “price” of auctions it will depend on the keywords used and how competitive it is.
Google has a tool called Keyword Planner that can help you find the best keywords to use to create ad groups while also providing information about the cost of an ad.
How do I create a PPC ad?
First of all, you need to be clear about your budget. This, in turn, depends on how competitive the niche is. If you are dealing with highly competitive keywords, this is what you need to do Increase the budget Otherwise, the ad will not appear.
Second, they must set goals. Creating an ad to increase traffic to a website is not the same as creating an ad to sell more products or services. In this sense, each destination has a different cost. On the other hand, clear goals also create an “audience” that is as segmented as possible.
With this in mind, when looking for the target audience, you can decide whether you want to advertise in search engines, on social networks, on YouTube or on e-commerce sites.
Once you have all of the information about the platforms, targets, and target audience, it’s time to do a keyword search. With this in mind, aspects like SEO need to be considered, but also the search intent of the user.
Next, the auction options must be selected. With this in mind, most of the tools allow you to configure the ads by CPA (cost per action), ROA (recovery of the money invested), increase clicks, increase conversions or impressions. Choose the most correct option you can Significantly improve performance of ads.
After all, you have to create the ad yourself. The best thing you can do at this point is to hire a designer to create an attractive video or picture. If a web page (landing page) is directed to the user when the ad is clicked, it needs to be optimized as much as possible using copywriting and SEO techniques that improve conversion.
