Whether you are the owner or manager of a company, currently working in another role within the world of business, or else are studying for your business degree, one component of marketing and advertising which you should be familiar with is that of PPC.

PPC, or Pay Per Click, advertising and marketing campaigns, otherwise known in the industry as SEM (search engine marketing), is one of the main forms of advertising using online methods and essentially pushes your organization’s website and related media higher on the list of search results.

Continue reading for a comprehensive guide to PPC advertising and what it can do for a company.

What is PPC?

PPC is basically when a specific organization pays a varying amount of money, either annually or monthly, to have their official company website appear on the list of search results of search engines when the user searches for specific words.

Moreover, the advertisement that you and your team create appears on the search engine result page (usually abbreviated to SERP) and the amount of money you pay depends entirely on how many people click on the advert.

The Main Terms Associated with PPC

PPC can be as simple, or else as complicated, as a company makes it, but whether PPC advertising is just something a business is dabbling in, or they are investing a huge amount of capital into, there are certain terms which they need to be made aware of.

Key terms and associated definitions within the area of PPC advertising include:

1. ‘Ad Group’ – A series of adverts in one campaign
2. ‘Landing Page’ – The destination page of the PPC advert
3. ‘Cost Per Mile’ – The cost of every 1000 impressions
4. ‘Ad Rank’ – The position of the advert on the SERP
5. ‘CPC’ – How much an advertiser pays for each separate advert click
6. ‘Quality Score’ – The score given to the advert is based on how many clicks

Different PPC Advertising Platforms

There are numerous PPC platforms across the internet, all of which offer advertising space where you can engage in PPC advertising.

Some of the most notable include online spaces such as Facebook Ads, Bing Ads, Ad Roll, RevContent, and perhaps one of the most recognisable ones of them all, the space formerly known as AdWords, Google Ads. Should You Let Artificial Intelligence Run Your PPC Campaign? This is an often-debated topic and the most popular opinion is that it entirely depends on the individual business needs.

The Main Benefits of PPC Advertising

Now you understand the fundamental basics of Pay Per Click marketing and advertising campaigns, it is important to be aware of the many advantages of choosing to engage in PPC.

Such advantages include the provision of top-quality and instantaneous new traffic to a company’s website, positive ROI, the opportunity to utilize different layers of options regarding audience targeting, and no need for a dependency on changes in algorithms.

Additional benefits of investing in PPC advertising strategies involve the opportunity for planned retargeting, the ease in which PPC marketing adverts can be produced, and numerous benefits to an organization’s social media marketing strategy.