The question of what is PPC is an important question that comes to mind when talking about digital marketing and is closely related to brands. PPC marketing is a very important online marketing channel that enables businesses that exist on the digital platform to reach their target audience. PPC advertising, which is indispensable for the advertising channels on the internet, is especially important for a business that has gained a new place in the digital platform. Because PPC ads provide faster action and traffic than other marketing channels. We have to admit that it is a long and not easy process to display organically at the top of searches related to products or services on Google. However, PPC ads provide a fast flow to your website and take you to the top.
PPC or Pay Per Click
First of all, PPC consists of the initials of the words ‘Pay Per Click’. So what does ‘Pay Per Click’ mean? Briefly, the basics of PPC advertising are cost based on the number of clicks. If we open it further, Pay Per Click Advertising regulates how the budget allocated for the campaign will be spent in advertisements such as Google Adwords, Twitter, Facebook, and information on how the budget is spent, via various digital platforms.
Every click of the ads on this digital platform returns as a cost. The advertiser pays the publisher. For example, let’s assume that you have applied the PPC rule on the budget management of your advertising campaign, you have created an Adwords campaign, you will encounter a certain PPC cost for the content of the campaign. If you create a $ 1 pay option for each click, you pay $ 1 for each user who sees your ad on Google searches and clicks on your ad. If the user sees the ad but does not click on the ad, you will not pay.
It is not correct to limit PPC ads only on one platform. Although they appear mostly as Google ads, they can also cover the ads of various social media or other platforms. Although we have modeled the concept of PPC ads as pay-per-click (CPC) before, it is more correct to describe it as a broader spectrum. You can also design the ads you create on Google or social media with CPA (Cost per Action) or CPM (Cost per Mille) models. Regardless of the modeling, it should be noted that our basic idea is the same: PPC ads can be considered as a kind of paid advertising.
How PPC Advertising Works?
We talked about the concept of paid advertising, this concept covers 3 main factors. These are advertisers, ad networks or intermediaries (Google Ads, Facebook, etc.) and publishers. In other words, the advertiser’s reach to the targeted audience is shaped according to their payment to the publisher. Here, costing may vary according to the targeted strategies. Among them, the most used ones are as follows;
CPC (Cost per Click): Pay Per Click
Pay Per Click: As we mentioned, CPC is the main thinking framework of PPC advertising. The important thing is that it is a form of advertising that does not cost anything to show ads. Costing occurs only for users who see and click on this ad. While the CPC model will save money for you, it will also bring you closer to the target audience. CPC model is one of the most important advantages of PPC ads.
CPM (Cost Per Mile): Pay Per Impression
Pay Per Impression: An ad model that results in the amount advertisers want to pay per impression of their ad. It is one of the oldest models of internet advertising. In short, advertisers specify the amount they want to pay for every 1000 impressions of their advertisements and costing works through this system. For example, if the CPM amount you set is $ 1, you pay $ 100 for 100,000 impressions. As a disadvantage compared to the CPC model, agents in this model do not guarantee you click. This means that if users see your ad but don’t click, the cost is generated.
Advertisers can decide on the wrong model with the motivation to reduce costs due to some circumstances. Unfortunately, this can cause them to stay well below the targeted efficiency. Being able to choose the most efficient and most suitable model without trial and error model, without wasting time and resources depends on determining your purpose well and understanding the differences of the models.
As can be understood from the concept explanations, the most obvious difference between CPC and CPM models is cost. It is very important to set your advertising goals first before deciding on the models. Because the model, which is decided according to the cost without determining the advertising targets, can greatly affect your efficiency.
For example, if the purpose of your online advertising is to increase your brand awareness on the digital platform or to give a message to the user on any subject, to attract the attention of the user, it may be more convenient for you to choose CPM. These ads, which are not intended to be clicked or redirected, allow you to reach many more people at more affordable costs and convey your message to users. If you aim to direct your audience to your website or if your target is performance-oriented, CPC may be the best solution for you.
CPA (Cost Per Action): Pay Per Action
Pay Per Action: Advertisers pay the publishers for the actions they determine. These actions could be a sale, a lead generation, or different things targeted by the advertiser. In short, in this model, which varies according to advertising targets, advertisers pay according to their targets. For example, you advertise to increase your sales. You can offer the publisher 2 dollars for every sale he makes, which will cost you back. Of course, these offers may vary depending on your budget, the platform you will advertise and various situations.
So far, we talked about what PPC is, what it can be used for and how it should be used. Now let’s talk about the advantages of Pay Per Click marketing.
What Are The Advantages of Using PPC Advertising?
Now let’s take a look at the advantages of using PPC advertising.
It Is a fast and Effective Method to Reach Your Target Audience
Thanks to PPC advertising, the number of visitors to your website, the interaction, flow and traffic on your site increases. For this, it is very beneficial to set different keywords and different geographies as targets. With a properly planned ad campaign, users who click on your ads using attractive materials are more likely to purchase than other visitors. Besides, clicking only on users who are interested in your ads will make your ads show longer.
It Provides Budget Control and Reduces Advertising Costs
With PPC marketing, you can start getting daily/monthly traffic as you wish without leaving your marketing budget. Contrary to popular belief regarding the use of PPC, it has a significant impact on the reduction of advertising costs. Because with PPC, even if your ad is displayed in different search results, you will not pay for this display when your ad is not clicked. Also, displaying your ads without clicking will increase your brand awareness in away. If your ad is displayed but not receiving clicks, do not forget to investigate the reasons. It is the users who create your customers, click on your target audience, and take care of you.
It Is a Good Way to Find Out If Your Products Attract Customers’ Attention
You have created your advertising campaigns. However, you should get feedback from the customer that you can develop a strategy accordingly. The best feedback from customers is the click-through rate of your ads. By analyzing these rates, you can follow how much your target audience is about your products. It is also worth noting that, thanks to PPC’s ability to analyze and measure performance, you can attract visitors to only the pages of your website you designate.
It Offers the Opportunity to Control the Amount of Investment You Make in Your Ad
Assuming that your goal is to attract customers and increase the number of visitors to your site, the amount of profit you make from your advertising campaign is very important. You can learn the degree of profit obtained with PPC advertising and ensure that your site will give you a higher profit rate with your plans.
It Works in Coordination With Retargeting Ads
In some cases, when consumers want to buy the product, they may need to see advertisements for that product several times. At this point, retargeting ads play an important role. With retargeting ads, you can show your ad campaigns related to the same product on different platforms to users who leave your site. You can also reduce the cost of retargeting ads with the PPC advertising model. With a similar mechanism, even if users see your ads on different platforms, if they do not click on the advertisement, the cost of this situation will be zero for you. This system plays an important role in your budget control.
You Can Plan When and Where Your Ads are Shown
You can choose the regions, time zones or even devices that you want your ads to show with PPC. This will take you one step closer to the audience you are targeting.
You Can Edit Your Ads Instantly
Sometimes when things go bad, you have to change your plans and develop new strategies. At this point, thanks to the fact that PPC advertising is more measurable and fast editable, you can interfere with your poorly performing ads.
It Offers Access to a Wide Range of Target Audiences
Pay Per Click Advertising offers a wide range of target audiences, subject to the platform you use. For example, users interested in xxx issues in Google ads, interested in current news in Twitter ads, or experienced in Linkedin ads for 10 years or more can create your target audience.
Now, what are some suggestions to consider before creating an ad campaign, let’s examine them.
What Are Suggestions to Consider Before Creating an Ad Campaign?
When designing your ads, make sure that your ads are directed to the brands of competing companies. To do this, you can create PPC ads on common keywords. Users looking for these keywords will see your site’s ads and generate visitor traffic at the same time. But don’t forget to check the suitability and effectiveness of these keywords.
While creating a campaign, you can determine the showtime of your ad. Therefore, it will be very beneficial for you to choose the date range of your ads according to the date your budget is appropriate.
In the previous paragraphs, we mentioned that the PPC ad type can analyze and measure performance. If you cannot get the efficiency you want from an advertising campaign, it is useful to stop that campaign as soon as possible to protect your budget. You can evaluate your budget differently or design more efficient campaigns.
Again, in order to protect your budget, you should choose the locations where your ad is showing, and your locations should be for your target audience. Especially in the light of the data you have, if you reach people who are few but have a higher probability of clicking on your ads, you will reach the people who are likely to be your customers at low cost and increase your efficiency.
PPC Channels You Should Try
Now let’s take a look at the list of the PPC channels you should try:
- Google Ads
- Search Ads (Working with the CPC model, perhaps the most common PPC channel known. It also detects intrusive clicks thanks to its algorithms.)
- Display Network
- Shopping Ads
- Remarketing Campaigns
- Facebook PPC Ads
- Instagram PPC Ads
- Linkedin PPC Ads
PPC is important because it allows advertisers to make the key changes in optimization strategies. It increases ROI for the PPC campaigns.
PPC is a great way to increase brand awareness. However, the amount of traffic you will get from SEO is more and organic. So it depends on your business’ situation, but SEO will give you better results in a longer-term.
PPC will help you discover the valuable organic keywords. PPC allows you to see quick results. You can analyze these results and use them in your SEO strategies.
As a result, we have mentioned that the question of what is PPC. We also highlighted how users who are new to the industry and want to develop their brands should follow an effective strategy with PPC advertising.
If you want to learn more about SEO, check out our new SEO Support category to read articles about it.