PPC: pay-per-click is a type of advertising on the Internet, where the advertiser pays for the click made by the user when they go to the site.
PPC ads are placed using contextual advertising providers – these are special search engines (Google PPC services, Adwords, Yandex, Direct, MSN adCenter, Begun) and social media advertising platforms (Facebook, Twitter, LinkedIn, Vkontakte, and many others).
PPC accurately guesses user requests and is a convenient marketing tool. Unlike classic TV or radio ads, PPC ads are only shown to interested users (if the ad is configured correctly).
Cost per click (cost per click of PPC advertising) is formed depending on the following factors:
- The presence of competition in the industry.
- The geographic location of the user.
- The active time of day.
- Seasonality of the brand and others.
The level of the landing page and the quality of the ad you create are of paramount importance. The ad position will be high if the quality score (QS) is high and the cost per click is minimal.
The success of a launched PPC campaign can be measured by the number of paid clicks or ROI (return on investment). Therefore, traffic needs to be optimized not only for the text content of the ad but also for keywords.
Scope of PPC
First of all, pay-per-click advertisements are successfully placed on partner sites and search engine results pages. A little less often – on social networks.
The most popular PPC advertising in search engines is Google, Yandex, Bing, and others. Typically, an ad consists of a headline, an active link to the advertiser’s website, and a short, accurate description of the product (this is the ad text). Sponsored links can be placed in different positions on the SERP. But in any case, they should be visually noticeable to users.
Social media is another active platform for posting PPC ads. All popular services are used. For example, Vkontakte can post various ad formats, promoting applications, communities, videos, and sites.
Types of contextual advertising
Text ads are ads that appear in the SERP for your request (first and last few items). Next to such an advertisement, there will be a mark “Advertising”. In fact, this is the text in which the contextual link is set. It is worth noting that such a link can be open or in the form of a piece of text).
Banner advertising is advertising in the form of a visual image (banner). Placement is possible on partner sites that use Adsense blocks. This includes static (simple) pictures, and dynamic images (mini-animation, gifs), and interactive banners (invites the user to interact with the picture – to click at some point on the banner, etc.).
A video ad is a video that is posted on other videos on YouTube and partner sites.
We should also consider this type of Google PPC services advertising as remarketing. Remarketing in the Google Adwords contextual advertising service is an effective tool that allows you to interact with the audience who has already visited your site. When the target audience sees the ad, the probability of clicking through it to the site is quite high. Remarketing helps to solve different problems:
- increasing demand for the goods and services offered by your site;
- repeated visits to the site by users, which means an increase in conversion.
Remarketing allows you to suggest pages of interest to the user.