PPC advertising is a huge ocean. One gets overwhelmed with the possibilities and opportunities available in this platform. It\u2019s common to get excited as well as scared by looking at those various numbers. This PPC tutorial would help you sail through the basics of PPC den and come out as a PPC champion.<\/p>\n
Pay-per-click, as the name says it all, pay whenever someone clicks on the ad. PPC is widely used online advertising methodology which navigates traffic to websites from various platforms such as search engines, social media networks, websites etc. The advertiser pays to the publisher or intermediate ad serving platform only when a user clicks on the ad and navigates to the website.<\/p>\n
PPC is the effective form of advertising, as it is charged for clicks not impressions. In comparison to organic reach on search engines and social media networks, the reach and targeting capability of PPC ads are way ahead. Yes, there is a cost involved, but best-optimized campaigns can bring in the revenue such that the ROI takes care of the cost.<\/p>\n
PPC ads can be launched on mainly 3 different platforms;<\/p>\n
Let’s understand PPC ads in search engine with a case study;<\/p>\n
Ravi has to visit his sister in London for her graduation. As the dates were confirmed recently for next week, he has to book last minute flights. Ravi looks at Google to solve his problem and searches for \u201cBangalore to London flight offers\u201d. The ads of flight booking companies who have offer running shows up for his search. Ravi clicks on 2-3 ads, compares the price and timings and finally gets a best deal and books the ticket.<\/p>\n
The above ad is search engine PPC ad, wherein advertisers having flight offers chose the related keyword and place their bid. They paid to AdWords, only when Ravi clicked on the ad.<\/p>\n
Let’s know PPC ads on social media network with a case study;<\/p>\n
Shamita is a blogger. She consumes content over the internet especially on social media about blogging tips, blogging plugins and many things related blogging. When she opens her Facebook newsfeed, she sees an ad from WordPress about new blogging template which is having an early bird offer of 30%. She was indeed looking to upgrade look and feel of her blog and WordPress giving a 30% off is the best thing which happened to her. She bought the template from WordPress eventually.<\/p>\n
The above ad is social media PPC ad, wherein advertiser targeted user based on the interest and behavior. They paid to Facebook when a user clicked on the ad, as they are using CPC model.<\/p>\n
Manish was relocating from Delhi to Bangalore and he is looking for a house to rent for him & his family. He has been looking all around the internet for houses to rent in Bangalore. He sees an ad about renting furniture with an attractive offer on a website where he was reading a work-related blog. This was a relevant ad for him as the next step after finalizing house was to set up furniture. The idea of renting it rather buying the furniture looked reasonable to him and he went ahead and booked the items.<\/p>\n
The above ad is a display ad. This can be served through Google display network, double-click, ad sense or any other display advertising platform. The advertiser targeted users who are relocating from one city to another. The platform analyses the users search history and targets accordingly. It has to be noted that display ads can have either Cost Per Click (CPC) model or Cost Per Thousand Impressions (CPM) model.<\/p>\n
The above-mentioned types of PPC have multiple platforms underneath each type. Each platform has its own algorithm with a specific way of targeting, conducting ad auction, calculating the cost and choosing the winner of the ad. Let\u2019s understand a basic PPC platform<\/a> which is widely used \u2013 Google AdWords<\/p>\n The typical account in a search engine (Read Google AdWords) consists of Campaigns-Ad groups-Keywords & Ads. Campaigns can be created based on various factors such as location specific, product based or based on the budget allocation. Each Ad group consists of a set of keywords of similar theme and ad copies.<\/p>\n In search engines, targeting is solely based on the keywords used for the search. Additionally, one can refine the keywords targeting by choosing audience based on remarketing list, search behavior of user etc.<\/p>\n The fundamental bidding model on a search engine is Cost-per-Click (CPC). Advertisers pay only when an ad is clicked. There are various bidding strategies available; manual bidding, maximize clicks, enhanced CPC, Return on Ad Spend (ROAS) etc.<\/p>\n Ads get into auction whenever the targeted keyword is searched by a user. The eligibility and the criteria for ad position is based on ad rank of the keyword the account has secured. Ad rank is calculated by multiplying Quality Score (QS) and bid of the keyword.<\/p>\n The types of ads available on search network are text ads and shopping ads. Text ads can be enhanced by the use of ad extensions like site extensions, structured snippets, location extension, callouts, price extensions etc.<\/p>\n\n\t\t\t<\/span>Account Structure<\/span><\/h4>\n
<\/span>Targeting<\/span><\/h4>\n
<\/span>Bid Strategy<\/span><\/h4>\n
<\/span>Ad Auction<\/span><\/h4>\n
<\/span>Ad types<\/span><\/h4>\n