Pay Per Click (PPC) – Paid search marketing means you advertise within the sponsored listings of a search engine a partner site by paying either each time your ad is clicked (pay-per-click – PPC) or less commonly, when your ad is displayed (cost-per-impression – CPM).
Our roots in paid search run deep and we know the pace moves fast. Working closely with other channels, we develop the most cost-effective ways to help people find you – always putting customers’ needs first.
Pay Per Click (PPC) – How it works
- Experience – We were born out of search, and our reach and market knowledge is unrivalled in the industry.
- Partnerships – Our close relationship with search engines and tech specialists give your business a real advantage.
- Creativity – Search is more than keywords. We harness secondary signals to adapt your message to the user’s needs in real-time.
PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically. Pay-per-click (PPC) might seem like a simple enough concept, but it’s really much more complicated than you might realize.
Sure, PPC lives up to its name. It’s an online advertising method in which you only pay when somebody clicks on your ad. There’s quite a bit more to it than that, though. You’ll have to familiarize yourself with bidding, keywords, landing pages, budgets, ad copy, and much more if you want to run an effective PPC campaign.
PPC exists because digital real estate is valuable.
Look at it this way: if you want to run an ad on a billboard, you’ll have to pay for that spot. Similarly, if you want to run a TV commercial during a popular program, you’ll have to pay for that, too.
The Internet works in much the same way. Some websites offer prime digital real estate. If you want to promote your brand on those sites, you’re going to have to pay somebody.
One of the ways that sites charge for advertising is by impression count. That’s usually measured in terms of per-thousand impressions (often abbreviated CPM, which stands for “cost per thousand impressions”).
If you opt for that advertising model and run your ad on a site like BuzzFeed, you could end up getting charged a fortune even if nobody clicks on your ad. That doesn’t seem right, does it?
Enter PPC, an advertiser-friendly model that gives marketers the option to pay only if somebody clicks on their ads. That’s often the preferred choice.