What is Pay-Per-Click?

You may have heard of pay-per-click advertising or PPC, but what is it?

In a nutshell, pay-per-click is a type of digital marketing strategy where businesses can purchase ads that will appear in search engine results pages (SERPs). When a user clicks on one of these ads, the business pays a fee to the search engine. The advertiser only pays when their ad is clicked. This makes PPC an effective way to get your business in front of relevant users who are already interested in what you have to offer.

How Does Pay-Per-Click Work?

Pay-per-click works by placing ads on SERPs in response to specific queries. When a user types a query into a search engine like Google, the search engine uses an algorithm to determine which web pages are most relevant to that query. The algorithm takes into account things like keywords, backlinks, and page content.

Once the algorithm has determined which web pages are most relevant, those pages are then ranked accordingly on the SERP. The ranking of each individual page is determined by several factors, but one of the most important factors is bids. Bids are essentially how much money an advertiser is willing to spend on their ad being clicked.

When an advertiser sets up their PPC campaign, they will specify how much they are willing to bid on certain keywords. For example, let’s say you own a pet store and want your ad to appear when someone searches for “dog food.” You would then need to set a bid for that particular keyword. Once you’ve set all your bids, your ads will begin appearing on SERPs in response to relevant queries.

It’s important to note that you’re not necessarily bidding against other advertisers for the same keyword. Instead, you’re bidding against other advertisers in your industry who are also targeting that keyword. So if you own the only pet store in town, you may not have any competition for your “dog food” keyword meaning you could get away with paying less per click than someone who owns a pet store in a major city where there are dozens of other pet stores seeking more traffic and engagement.

Why Should You Use Pay-Per-Click?

Pay-per-click can be an extremely effective way to drive traffic to your website, but it’s not right for every business. Before diving into a pay-per-click campaign, it’s important to consider your goals and whether or not pay-per-click can help you achieve those goals.

That being said, here are five reasons why you should use pay-per-click:
1) It’s fast – unlike SEO campaigns which can take months or even years to see results, pay-per-click campaigns can start delivering results almost immediately
2) It’s targeted – with PPC campaigns, you can specifically target users who are actively searching for products or services like yours
3) It’s flexible – want to change your budget? No problem! With PPC campaigns, you have complete control over how much you want to spend
4) It’s measurable – unlike many traditional marketing activities, PPC campaigns allow you to track detailed data about your results so that you can adjust your strategy as needed

PPC can be a great way to generate leads for your business. When done correctly, PPC can be a very cost-effective way to drive traffic to your website.

Need Help Starting Pay-Per-Click?

Not sure where to start? Cirrus TMS can help you begin producing pay-per-click ads so you can start seeing immediate results. Contact us to schedule a consultation today.