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3 min read

Pay-Per-Click 101: What is pay-per-click advertising?

Aug 10, 2020 11:46:14 AM


Pay-Per-Click advertising, also known as PPC, is an digital advertising solution where advertisers pay for clicks on their online ads. It’s an effective way to accomplish a multitude of marketing goals depending on your business model. They can generate sales leads, promote a newsletter sign up, drive users to opt-in for an email campaign, raise brand awareness- the possibilities are endless as long as you have the right team behind you managing the account. 


Pay-Per-Click Search Ads

The most common type of PPC ads are search ads. A search ad appears when a user performs a search for goods or services through a search engine like Google or Bing. Google is the most popular platform for PPC advertising since it has the largest audience base. This is probably the ad format you're most familiar with. Anytime you perform a search online, you'll see ads appear at the top and bottom of the search engine results. But how do these ads work? Below, we'll break down the basic outline of how search ads are made.  


How do pay-per-click ads work?

Keywords & Bids

Building a pay-per-click advertising campaign begins by creating lists of keywords related to your business that will attract your ideal customers. This list should be relevant to the type of traffic you want to bring into your pipeline. But in order to show up for these searches, you need to attach bids to the keywords. The bid refers to the amount you’re willing to pay for a click on a certain keyword.

As an example, a plumber may bid on terms like “plumber near me” or “local plumbing company”. These keywords will attract people searching for those services. When building pay-per-click ads, you need to understand the intent of your audience. Developing relevant keywords and ads that speak directly to the intent of your customers will create a better outcome for your business.  

Appearing in Search Results

Next, you or your PPC management team will write the text ads based on these keywords to entice users to click. The content of the ads will vary depending on the goal of the campaign. However, the ad copy should relate directly to the keyword you're targeting. If the keyword is "window replacement", don't write about siding or roofing in the ads. Going off topic will confuse potential customers and can negatively affect the quality score of the ad. 

Once the keywords are set and the ads are written, search platforms like Google will analyze what you’ve set for a keyword bid along with other quality factors to determine if the ad will show up in the search results. This is called the Ad Algorithm. Your keyword bids along with the relevance of your ads will affect where your ad appears on the page. 

After the Click

This is where the pay-per-click process ends in many ways. Once a potential customer clicks on the ad, they will be directed away from the search engine and the lead conversion process moves into your court. Converting that click into a lead now depends on the user experience you create after a user interacts with the ad. 

Why take the plunge into pay-per-click advertising?

If you’ve been contemplating getting into pay-per-click, or have tried it in the past with mixed results, now is the time to get back into the game. There are more options than ever to customize your ads and control your outcome. AdMachines is a Google Premier Pay-Per-Click agency that can help grow your sales, improve your return on investment, and generate more high quality leads for your business without spending more on advertising. Request a meeting today to learn more about hand-crafted lead generation with AdMachines.


Topics: Insider

Written by Admachines


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