PAY PER CLICK AND ITS MANAGEMENT- AN OVERVIEW

 

Most of you might have heard the term Pay per click or PPC several times as a business owner while beginning online marketing.

Pay Per Click is a form of online advertisement where and advertiser has been charged for every click on their ad. As per the bid of advertiser, amount is paid and highest bidder for each keyword attains the slot of advertisement.

PPC is the most prevalent type of advertisement on search engines. You can see PPC on various social media platforms as well. The advertisement is done to drive the potential customers to a , website, or landing page of an advertiser in an inorganic way so that sales can be increased.

PPC advertising is an excellent way of boosting traffic to your website that may have failed to work. Also, you can draw attention to promotions or sales if you are running an e-commerce website.

These ads appear generally when people type relevant keywords and phrases in a search toolbar, either it is a search engine or social media platform. Marketers often deploy PPC ads to appear at the top of search engine result pages and target people on social platforms.

On search results page of Google, these Ada appear at the top of search results, above the organic links. Clicks on the social media platforms are encouraged by involving ads targeted to the intended visitor.

PPC ads blend typically in with the overall search results by look and feel in different search engines.

Now let’s discuss what is PPC management.

So, Pay Per Click or PPC management is the process of overseeing and managing a PPC ad spend of a company. This management strategies and ad buys the overall expenditure. The management is done by e-merchant or by vendors. Sometimes, company hire dedicated specialists to mange the PPC buys on their behalf.

PPC management is generally seen as an evolving art where perfect optimization is not possible but still it is prime focus.

Let’s have a look on main platforms of Pay Per Click (PPC)

·        Google:

When it comes to advertisement of Pay Per Click, there is no better player than Google. You can easily find PPC ads after any standard Google Search, Google shopping search or on other places of Google.

On Google, advertiser’s bid on keywords, with the highest bidder for each keyword gaining the slot of advertisement. The decision about who will get the slot is made through the quality and relevance of the keywords, as well as the CTR (click-through rate) of previous campaigns and quality of landing page.

These factors are collectively known as Quality Score.

·        Facebook and Instagram:

These days, Facebook is most commonly used platform by youths as well people of every generation. Therefore, it is best platform to advertise on. There are currently more variations of PPC ads on Facebook than any other platform.

Since Instagram is under ownership of Facebook these days, you can get similar wide range of PPC choices. Just like Google, Pay Per Click ads on Facebook rely on a keyword bidding system. However, advertisers can also be very specific about the demographics they aim to target . Also, they are particular about how, where, and when they want to advertise.

·        Twitter:

Like other social media platforms, Twitter is also most widely used one. Also, it is also good option when it comes to advertising PPC. As compared to other social media platforms, pricing on Twitter is less straightforward since cost per click differs depending on your bid, as well as audience size, competition and engagement.