‘Pay Per Click’ means that you, the Advertiser will only get charged when your advert is clicked on.
So for example one of the best known pay per click models is Google. Although Google is the most popular place to advertise using Pay Per Click, there are many rival Social Media sites including Facebook and Instagram, which Mel can cover in her Power Hour. You can see the Google PPC ads in the image below. They are also known as Sponsored Links.
Your Advert is actually in a big ‘auction’, because the number of times it gets shown on a Google Search Engine Results Page (SERP) depends on a few things:
> How much you ‘bid’ to Google to pay each time someone clicks.
> The maximum you’re willing to spend per day.
> The content of your Advert compared to the website you’re linking it to.
> The Keywords you’re linking with your advert – and how many internet users are searching for those actual terms.
How does it work?
Advertisers typically set up PPC on a PPC network and define how much they are willing to spend for each click through that they receive.
Advertisers select Keywords and Phrases against which, they want their Ads to appear and those willing to spend the most money for a relevant advertisement will generally be listed first.
Facebook Advertising allows you to specify who you want to target and includes an image of your product or service unlike Google. You can pick users with a particular interest, geo targeting, age, males or females etc, making sure your advert is only ever displayed to those potential customers who would have an interest in your service or product.
At Frank Comms we can cover PPC strategies in a POWER HOUR WITH MO, or also manage all this for you: Setting up the Accounts, Ads, Keywords and charge you a fixed fee. You will have access to all the statistics to see how your advertising budget is being spent and can set a maximum cap so you never overspend.
And finally, a successful PPC campaign should not use Keywords which are too specific or too broad. It should also take the user to the relevant landing page that has a direct relationship to the keyword or phrase, not just the home page, otherwise they will get bored, leave your website and not buy.