What is PPC?

Pay-per-click is an online marketing strategy for boosting your business by digital advertisements where advertisers have to pay an amount each time a user clicks on the ad. Every now and then we encounter these ads all over the web. One can choose from different ad formats to advertise their brand on different platforms. It is an auction-based system where advertisers participate in an auction and bid to promote their brand advertisement across multiple channels.

What are PPC Platforms?

Google Ads

Google Ads is Google’s PPC platform which has the largest market share. Around 8.5 billion searches are conducted on Google’s search engine every day. Search Ads, Display Ads, Shopping Ads, Video Ads, Remarketing Ads, App install Ads, Gmail Ads and local services Ads are the types of Google Ads. These ads are shown to users on Google platforms and Google Display networks which includes millions of websites, apps and videos. Google allows advertisers to choose from different bidding options. These options are Cost per click (CPC), Cost per thousand impression (CPM) and Cost per Engagement (CPE). Due to its widespread reach, Google Ads costs are relatively higher.

Meta Ads

Meta Ads allows businesses and organizations to display their advertisements on meta platforms (Facebook, Messenger and Instagram). Facebook and Instagram are the most popular social media apps with more than 5 Billion users worldwide collectively. Meta ads allows users to create ad campaigns as per their business objectives. These objectives include, awareness, Traffic, Leads, Sales, Engagement and App promotion. Meta provides two alternatives for budget distribution: Daily budget or Lifetime budget. The average return on investment for meta advertisements is 9.21%.

Microsoft Ads

Microsoft Ads or Bing Ads is Microsoft’s Pay-per-click platform. Over 100 million people use Bing and Yahoo everyday. Microsoft Ads are displayed on bing, yahoo and microsoft search partners. Just like GoogleAds, Microsoft Ads also uses the PPC model. Bing Ads allows you to set a daily budget for your advertisement campaign.

Amazon Ads

Amazon Advertising or Amazon marketing services is Amazon’s PPC platform. Amazon is the leading ecommerce company with more than 310 million active users worldwide. It offers advertisers to design ads for sponsoring products, brands, display ads and more. Amazon Ads focus on improving a products visibility, reaching new customers, and selling products efficiently. When a user searches for something, relevant sponsored ads or sponsored brands appear among the top results. Cost of advertisements depends on certain factors such as type of ad, bidding strategy, cost per click (CPC), keywords, industry competition etc.

LinkedIn Ads

LinkedIn ads are for businesses and individuals who want to promote their brand or service on linkedIn. Owned by Microsoft, LinkedIn is a professional and employment centric platform. It is the largest professional networking platform with 1 billion active users. LinkedIn Ads are for generating leads, increasing brand awareness and promoting jobs or employment opportunities.

It allows advertisers to use any type of ads such as Displayed Ads, Dynamic Ads, Sponsored content, Sponsored jobs and more. Ads are presented on the basis of Cost per click (CPC) or Cost per thousand impressions.

What are advantages of PPC?

Reach

65.6% of the world population has access to the internet. With PPC, your digital advertisements reach a wider audience on the internet. Moreover, people across the globe can see your advertisements.

Positive Results

PPC campaigns show optimistic results as it significantly increases brand awareness and successfully generates traffic, leads and sales.

Boosts Revenue

With significant improvement in the performance, your business revenue will eventually scale. This will not only result in huge profits but will also lead to expansion and growth of your business.

Low Investment and High Returns

PPC campaigns provide high ROAS to advertisers. ROAS stands for Return on Advertising spend which is the revenue earned on the amount spent on advertising. It is used to calculate effectiveness of a campaign.

Targeting Audience

In contrast to past times, when advertisements had small reach and no target audience, PPC offers advertisers to target their relevant audience. PPC platforms allows to choose your targeting audience on demographics such as user age, gender, location, occupation etc. This helps by showing ads to the right audience and thus also affects CTR positively.

PPC Metrics

• CPC: CPC or Cost per click is the amount that advertisers have to pay for each click by users.
• CPM: CPM stands for Cost per thousand Impressions. Impressions refers to the views. CPM is the amount that advertisers have to pay for every thousand impressions or views.
• CPE: CPE or Cost per Engagement is the amount that advertisers have to pay when users perform or complete a specific action.
• CTR: Click through rate the ratio of users who click an advertisement to the total number of users who view the advertisement.
• Conversion Rate: It is the rate of users who complete a particular action.
• CPA: Cost per acquisition is a metric for measuring the cost it takes to acquire a paying customer.
• Quality Score: Quality score determines the quality and relevance of your advertisement for ranking.
• RPC: Revenue per click is the average revenue generated per click.
• ROAS: Return on ad spend refers to the total revenue generated by ads by the total amount invested in advertisements.

Why should you choose EBS?

Innovation and Creation

Our primary focus is on innovating, creating, and staying updated with market trends and audience insights. Utilizing our diverse digital marketing knowledge, we devise strategies and recommendations to help your business reach its desired objectives.

Knowledge and Expertise

Our experts comprehend the functioning of the market, know what your company requires to increase engagement, understand how to surpass competitors, and achieve market leadership. We understand that each client and business is different, therefore we offer personalized strategies that deliver impactful outcomes instead of generic solutions.

Quality Services

Our main focus is to offer high-quality service by focusing on the specifics and developing strategies that match with your company's goals and needs. Our team puts in maximum effort and focuses on finding solutions that prioritize performance. By tracking the performance, we evaluate and improve the rate of growth for your business.

Reports

Tracking the performance of your business allows you to evaluate your performance and work on the shortcomings. EBS provides regular reports that help you monitor your business for better output and efficiency.

FAQs

Question: What is SEM?

Answer: SEM is an abbreviation for Search Engine Marketing. SEM includes strategies for marketing and increasing visibility on web and search results.

Question: Is PPC a SEM or SEO?

Answer: PPC comes under Search Engine Marketing (SEM).

Question: Are youtube ads PPC?

Answer: Advertisements on youtube come under Google Ads. Youtube uses Pay per click (PPC) and Pay per View (PPV) model for ads.

Question: What are keywords?

Answer: Ads are associated with keywords. When a user searches for query, it contains some keywords, ads that match with those keywords are shown to the user.

Question: On which basis PPC Ads are ranked?

Answer: PPC Ads are ranked on the basis of factors such as quality, ad format, keywords, bidding amount, competition and more.

Question: How many Keywords should I use?

Answer: There is no specific number of keywords that you should use as it depends upon your budget, objectives, industry and target audience.

Question: Why run PPC ads?

Answer: PPC Ads are cost effective method for businesses to increase brand awareness, generate leads, sales and overall business profits.