Pay per click (PPC)

Google search Pay Per Click (PPC) is basically advertising on search engines. You pay a sum of money whenever someone ‘clicks’ on your advert, hence the term ‘Pay Per Click’ (PPC).

The adverts will appear in the sponsored listings of Google. Pay per click (PPC) adverts are text based adverts on search engines like Google that are often referred to as financed links. Most pay per click search engines like Google work on an auction-like bidding system with the following guidelines.

First you need to choose the keywords/phrases that you want to use (i. e. the search words people will use when searching for your products/services. You bid how much you’re prepared to pay each time someone clicks on your advert. You can buy more than one search phrase – for example if you sell Handmade Chess Sets, you could bid on phrases such as “chess set”, “buy chess set” and “handmade chess set”.

The more you bid for a search phrase, the higher the results of your advertisement can come. The higher your result,a lot more likely people are to click on your link. Users of search engines like google want to find what they’re looking for – and if a search engine doesn’t make them reach this goal, they will start searching somewhere different. Consequently, pay per click (PPC) engines have rules for advertisers, you can only bid on phrases that relate (“are relevant”) to the content of your site.

You only pay if the user actually clicks on your website link in the results. You only pay for results. The success of a PPC campaign is often measured by assessing the average cost per click paid for each and every visitor. For that reason ways to reduce the overall cost per click should be pursued. This is typically achieved by finding and then assigning more budget to keywords/search words that are much less popular and therefore more affordable.

Elements, such as conversion rates, must also be considered when developing and calculating the success of a PPC campaign. Clearly an ad could be effective in making click-throughs, but not achieve the results required online (e.g. making a lead or purchasing a product online.)