An Introduction to Pay Per Click (PPC)

Pay Per Click (PPC) is a digital advertising bidding model used on both search engines and social media platforms. Advertisers pay a small fee when a user clicks through to their website or product listing displayed on a search engine’s result page (SERP), or social media feed.

For now, we will focus on Paid Search advertising.

Search engines aim to produce listings that are most related to a user’s searched content and, done right, PPC advertising will generate high-quality traffic that will bring leads and additional sales that could have been missed through organic search alone.

Brands can also have the added advantage of appearing within the first few results of a SERP at the top of the page, and while organic searches bring in free traffic, businesses often see their best results when both are used together.?

Ads appearing on a platform such as Google will offer many benefits to practically any business. When set up correctly, they can see rapid results, immediately boosting relevant traffic levels, to bring leads and sales through a website. High-quality ads can be extremely cost-effective, easy to control (and test), can boost Brand awareness, increase engagement, target very specific audiences and will help you be visible even if your organic ranking is low.?

There are a variety of campaign types that can be utilised on Google’s Network, including; Search, Display, Video, Performance Max, Shopping, App, Local and Discovery.

Each has its own benefits and can be used separately or together to maximise visibility and engagement, targeting different audiences or achieving specific goals. There are many factors to consider when choosing which campaign types to use and their specific set-up to maximise your ad performance and achieve the desired outcomes for your business.

At Adsmith, this is where we excel!