How does PPC work?

PPC or pay-per-click is a type of internet marketing that involves advertisers paying a fee each time one of their ads is clicked. Simply, PPC is the process of advertising in the paid ads section of Google or other search engines' SERPS ( search engine results page). As the name suggests, you only pay when someone clicks on your ad and is led to the landing page you pre-set as the destination for them. 

One of the most popular forms of PPC is search engine advertising, which allows advertisers to pay for ad placement in a search engine's sponsored links. This works when someone searches for a keyword related to their business offering. 

How does PPC work? 

In a PPC campaign, you pay Google however much you wish to have them list ads for your site at the top and right of the organic search listings. When someone clicks on your ad, you pay the current cost per click(CPC) from your budget. Once your entire budget has been depleted, Google ceases to run your ads until you replenish your fund. There are several different types of Google ads including search  Ads, local search ads, display ads & Remarketing. 

How do you create a Pay-per-click Campaign?

The specific steps of creating a PPC ad will depend on the platform you're advertising though. In general, though here's what you'll need to do to create a PPC ad-

a) Understand your audience - This step is twofold. First, you'll want to understand who your audience is, and what attributes they share, such as where they live or their interest. You'll use this to define your targeting criteria. Next, you'll use these audience insights to inform your keyword research. What types of words and phrases does your audience use when looking for a brand or product like yours?

b) Choose your goals - Do you want to drive awareness, traffic, or conversations? Are you looking to promote a limited-time sale or support your marketing efforts on a more long-term basis? You can create campaigns for each of these goals. 

c) Select a campaign - On Googe, you can select from search PPC ads, which appear on the Google search engine results page. You can also use display ads, which are typically images and are particularly effective for remarketing campaigns. Finally, there are Google shopping ads, which have special results that highlight individual products. On social media, PPC ads can show up in the main feed, in stories, and more.