Have you ever noticed that some Adverts on Google appear alongside search results on Google and other search engines? These are adverts that are paid to appear higher in search engine rankings, also known as PPC or Pay Per Click Advertising.
What is Pay-Per-Click Advertising?
PPC is an online advertising model in which advertisers pay each time a user clicks on one of their adverts. With pay per click advertising, businesses running ads are only charged when a user actually clicks on their ad, hence the name “pay-per-click.”
How Does it Work?
For adverts to appear alongside the results on a search engine (commonly referred to as a Search Engine Results Page, or SERP), the advertiser simply pays more to ensure that their ads appear higher in the rankings than their competitor. In simpler terms, pay per click advertising works like an auction, an ad auction in an entirely automated process that Google and other search engines use to determine the relevance and validity of advertisements that appear on their SERPs.
What are Keywords?
An Ad Auction is a bidding system, like with other auctions the highest bidder wins. What triggers the advert are keywords. Keywords are words or terms that are used in search engines to find and display the advert or adverts in question.
If someone was looking for a company that specialised in office supplies. A user wanting to purchase a new office chair, desk, or paper shredder might enter the keyword “office supplies” into a search engine to find suggestions. When a user conducts a search on Google, the search engine performs complex algorithmic calculations that the Ad Auction is based upon. This determines which adverts are displayed, in which order, and by which advertiser.
As you have to pay for each click on your ads, it’s imperative to only bid on keywords that are relevant to your business, so you can be sure to get ROI from your ad spend.
Although the basics of pay-per-click advertising are simple, managing a successfully paid search account can be anything but. It’s important to keep a close eye on your campaign, not only to make sure that your campaign is performing to its highest ability but also to make sure you’re not spending more than you need to be.
At Ginger Website Design and Marketing I offer a service whereby I manage my clients Google ad words campaigns.
I can provide insight into actionable data, including:
- Keywords, including top-performing search terms
- Negative keywords that can save you money
- Ad performance information
- Bid optimization suggestions
I can take the headache out of pay-per-click advertising. If you are already using Google Adwords why not take advantage of my Google Adwords auditing service? I will conduct an audit on your current AdWords campaign and create a proposal for you to help save you money and ensure that your campaign is running at optimal performance.
Call me on 07498 200 574 for more information