PPC a Comprehensive Guide
PPC is an acronym for Pay Per Click. We have already discussed paid marketing channels like PPC and CPM in the article titled "Affiliate Marketing." I am writing this article to provide a detailed overview of Google Adwords, the most popular PPC network offering services worldwide. This article will cover the basics of how exactly it works, why it works, its benefits, and many more facts related to this online advertising medium.
I would recommend you read my previous articles in addition to this one so that you can see these different techniques through multiple perspectives, that way, you will understand them better than reading just a single article about a given process (or ad network). If you have not read my previous articles yet, don't worry; I have included links for your convenience.
The Benefits of PPC
Google's greatest strength is its targeted advertising. That makes it more effective and efficient than other free media platforms like Facebook or Twitter because you pay for people to see your ads. Google will show your ad only if they think that some part of the audience is interested in your product/service; this is how it works-Google collects information about the users on their server, including their age group, gender, interest preferences, and many more things based on which they decide where to place an ad. They measure the click-through rate for each ad, meaning how often a person clicks on the banner or text link to view the advertiser's website. Their pay per click (PPC) model means that they charge you only when someone clicks on your ad; they charge you based on their pay per click (PPC) model.
PPC vs. CPC vs. CPM
PPC, CPC, and CPM are all forms of online advertising. Let us look at the similarities and differences between these terms- All three are pay per click models, meaning you only have to pay when somebody clicks on your ad. PPC is a form where you get charged only when someone clicks on your ad, whereas with CPC or CPM, you will have to pay for impressions as well (but in those cases, most of the ads do not get clicked). This means that if an ad gets displayed 1000 times, but no one clicks it, you will have to pay for just those 1000 impressions. Google Adwords charges based on the cost per click (CPC) model; this means that they decide how much they want to charge you for every click on your ad. They do this based on many factors, including the quality score of your account and other similar factors.
For Google Adwords, you have to pay even if the person does not buy anything; in most cases, when people click, they end up doing more research before they decide to buy something. With Facebook ads, you will have to pay whether someone buys or not as it's a Pay Per Action (PPA) model. It doesn't matter how much time that person spends on your page, but you would be charged only when someone takes action, like filling out a form or buying something from your site, etc.
However, this is not true for all PPA models like cost per impression (CPM), which means that you will have to pay only when your ad gets displayed; you do not need any connection with action.
PPC vs. SEO
SEO and PPC are two completely different techniques for promoting a site or product. SEO is an activity that tries to make the site popular through meaningful content, quality links, etc. In contrast, PPC is paying some other big company that has already got very high search engine rankings to promote it instead of doing it yourself. Therefore, if somebody wants to promote their blog, they can try out
SEO, or else they go out and find someone who already has high rankings in Google to buy paid ads from them (that's how PPC works).
In addition to this, all the competitors in the industry have already heard about PPC and are getting prepared to compete with it.
Advantages of PPC over SEO
Although there are many other alternative ways of spending money on advertising your business or product, PPC offers many advantages that make it the best choice. Here is a list of some significant benefits- For most people, using Adwords is simple because they have created tools like Google analytics and ad planner which helps users find out how much they should pay for getting their ads displayed based on certain factors like CPC bids, etc. unlike other networks, there is no need to hire an expert for understanding this stuff. If you don't know what something means, you can look it up in Google by searching "what does AdWords mean."
You can know exactly how much you will be spending on advertising, unlike other forms of advertising. This is very precise. You will have to pay per click and not per impression, so it's a lot easier to calculate your total expenditure. So if you are looking for an affordable option, go for PPC as the cost per click is
usually lower than CPC or CPM. While SEO can take up to 6 months before you start seeing some results, Google Adwords gives you instant results based on real-time data and conversion rates. This makes PPC more effective than SEO and cheaper over some time because you don't have to wait long before seeing any positive results from your efforts. Unlike SEO, where you have to wait a long time before someone finds you and clicks on your ad, PPC offers results within minutes. As soon as someone clicks on your ad, it gets displayed at the top of Google or other search engines.
Because most people use Google daily if they are trying to find out about something, they will definitely click on those ads (instead of clicking on blogs that get pushed down by new posts after a few days). This makes PPC much more effective than any other promotion way unless your blog is also featured on Google's first page. However, it requires lots of hard work to get there, but people can see it instantly once you do. It is easier to analyze data with the help of Google Ad planner because you get real-time stats and data about your campaigns, making it easier to tweak the campaign for better results.
So these are the advantages of PPC advertising over SEO. In my opinion, it is an excellent idea for small companies who don't have much expertise in SEO to use PPC instead of waiting long to see some results from their hard work on SEO. However, the bad thing about PPC is that Google has too much power; they can ban your ads anytime, as happened in many cases with smaller companies recently (for
example, Apple vs. Amazon). This may discourage newer companies like eBay or MySpace, but at least they have tried out new things rather than relying only on old traditional forms of promotion that might not be relevant.
In short, PPC is a great way to promote your business or product in the market and should be considered by everyone who doesn't have the time or resources for boosting their site through SEO. However, if you look for outstanding results from advertising, you might need to hire an expert who knows everything about how this stuff works.