Even though 45% of small businesses use some form of online marketing, PPC, or pay-per-click, is a concept that many of us are not entirely clear on.
As a marketer, you should have at least a basic understanding of what PPC is and this guide will help you with that.
PPC advertising is most commonly used in SERPs such as Google and Bing, but also on social networks, where CPM is more common.
If you don't know where to find PPC ads, take a look below. These are the belize phone number data results that appear "before" and "next to" the organic results. See what PPC ads we saw after typing in the word "card".
PPC terms and definitions
If you are entering the world of PPC, here are a few terms you should know. Below are the main elements of a PPC campaign.
Search Engine Marketing (SEM)
The goal of all forms of digital advertising is to gain higher rankings for highly relevant keywords. There are several ways to do this. Search Engine Marketing refers to any digital marketing (paid or unpaid) done through a search engine such as Google, Yahoo, or Bing.
SEM is an umbrella term that includes both paid advertising and search engine optimization, i.e. organic keyword placement . Remember, not all PPC ads appear on search engines - social networks also have PPC ads, such as Facebook Ads.
CPC
Cost-per-click is the price an advertiser pays for each click on your ad. CPC works like a bid in an auction that determines where your ad will be placed. A higher bid means a better ad placement.
CPM (Cost per Mille)
CPM stands for cost per thousand impressions. It is most commonly used for paid social media advertising and display advertising. There are other types of “cost per”…such as cost per engagement or cost per acquisition (CPA).
Campaign
The first step in setting up your PPC campaign is to define your ad campaign. You can think of your campaign as the key message or theme you want to convey through your ads.
Ad Group/ad set
One size doesn't fit all, so you'll create a series of ads in your campaign based on related keywords.
Keywords
Each ad in your ad group will target a set of relevant keywords, or key phrases. These keywords tell search engines which terms or queries you want your ad to appear for in the SERPs.
Ad Text/advertising text
The text in your ad should match the keywords you're targeting.
Landing page
A landing page is an important part of your paid advertising strategy. It’s where users are directed when they click on your PPC ad. Whether it’s a specific dedicated webpage, a homepage, or something else, follow landing page best practices to maximize your conversions.
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