What Is PPC And How Does It Work? Know 5 Elements Of PPC

If you are a good observer, you must have seen sponsored content related to your search. That content is there because of PPC (Pay-per-click) or Google Ads. But if you are a newbie in the field of digital marketing, you may want to learn what is PPC and Google Ads.


In this blog, we will discuss PPC and how it works.


PPC is more than what is suggested in its name. Though you mainly pay based on the clicks your ad gets, there is much more to PPC than that. Here we have tried to cover as much as possible to provide you with a fair idea of how the whole process of PPC and Google Ads works.


What Is PPC?


PPC stands for Pay-per-click, and it is an online advertising strategy. As the name implies an advertiser pay for their ads based on the number of clicks they get on their ad. PPC is the most popular and preferred way among business owners nowadays as they don’t want to just display their ads, but they also want people to take the desired action. From a perspective of a marketer, PPC is a much better way of investing in your ads and business.


To understand what is PPC in a better way, here is the list of elements that are a PPC campaign that will make things clear for you:


Elements of PPC - Zupp Media


Elements of a PPC campaign:



  • The campaign:


At the top of the hierarchy is the campaign itself. You can name the campaign based on the offer you have or something else of your choice.



  • The Ad Group:


As the name suggests, an ad group is a group you create in your PPC campaign. If you are running an ad campaign related to your online cloth store, you may have ad groups for men’s wear, women’s wear and kidswear.



  • Keywords:


Google use keyword relevance when it comes to determining ad place so your keyword should reflect your company, brand and product/services you have to offer.



  • Ad Copy:


You need to convey your message to your audience in an appealing way and an ad copy helps you with that! A good copywriter helps you with writing appealing and converting ad copy.



  • Landing Page:


The landing page is where you want your target audience to land on your website. It can be a page of your website or totally separate page from your website.



The landing page is where people “land” when they click on your ad. It should also be relevant to your keywords.


Also Read: eCommerce PPC Tips For 2023: 8 Ways To Increase Your Ad Conversion


Here are The Most Popular Types of PPC:


There are multiple ad networks that allow your business to run PPC campaigns but some platforms are more popular than others and paid search ranks at the top.


Paid search ads appear when people search for things online using a search engine like Google. This becomes more obvious when a user is performing commercial searches- indicating their high intention to buy.


These searches can be anything ranging from something general like “restaurant near me” to something like “the best restaurant in (area). All of these seemingly buying-intent keywords trigger pay-per-click ads.


Other than a paid ad search, PPC advertising also includes display advertising and remarketing methods. With the popularity of Google AdWords, your ad gets displayed on all Google products as well as private websites.


Marketers need to keep in mind that Google is not the only search engine in the market, there are many search engines that allow you to run a PPC campaign. Bing is another search engine where you can run your ad on a variety of Microsoft search properties and partners.


Other than that, Facebook also offers a PPC advertising model and many marketers prefer that as that’s relatively inexpensive.


How Much Does PPC Cost?


This is the trickiest question a paid ad professional ever has to answer.


With the freedom of online advertising, you can decide your own budget and don’t need to pay a minimum amount of money to be eligible for running an ad.


As PPC campaigns are mainly based on keywords, your campaign budget depends on the cost of keywords and how much your competitors are willing to pay.


The more the keyword is being searched, the more likely you are to pay higher for that. Nonetheless, you can decide your campaign budget according to your business goals and objectives.


Auction: A significant part of PPC – How does that work?


As mentioned above, PPC campaigns mainly focus on keywords, so as a marketer you get the freedom to bid the amount for the keywords you want to rank. Bidding for keywords is more complicated than it seems as you need to consider factors like ad placement, and the quality of your ad while setting an amount.


The quality of your ad depends on factors such as keyword relevance, landing page relevance and Ad click-through rate.


To have a rough idea about your ad’s rank, you need to multiply your bid by your quality score. So let’s say, your quality score is 10 and the bid is $1.00 then your rank would be 10 (10 x 1).


However, you need to keep in mind that you may pay differently from your bid (more likely lower) as Google calculates your payment by dividing your quality score by the ad rank of the next highest bidder and then adds a penny.


Take Away:


PPC is much more than what we have described here. It is important to have practical experience in running Google ads to understand its complexities and make needed changes accordingly. There are huge chances of wasting your money with Google ads if you haven’t mastered it.


Zupp Media helps businesses to scale their business online with digital marketing services like SEO, PPC, Content Marketing, eCommerce development, UI/UX and social media marketing.


If you want professional help with your business expansion, feel free to reach out to us at [email protected] or contact us to take the conversation further ASAP!

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