What is PPC Advertising? and how it works?

 

What is PPC?

PPC is one of the numerous Internet showcasing terms that came to us from Western partners. PPC - "pay per click".

This is a model for broadcasting advertising provides to a target market, within which the amount is subtracted from the budget not for the number of ad impressions, except for a click on it.

In the understanding of a web business owner, a click could be a paid transition of a visitor to the landing page of the site.

Before PPC, the CPM model was utilized, in which the cost was determined per 1000 impressions of an ad offer

Accordingly, the advertiser paid for non-targeted impressions. If an advertisement is a broadcast to a person, to which he does not respond, then why is the money withdrawn from the campaign account?

In certain specialties, the level of "dummies" arrives at 20-25%.

As a result, spending on client acquisition will increase because of the high cost per click.

In this regard, the PPC is considered a more objective pricing model. The advertiser does not receive an ephemeral number of impressions, but specific visitors to the site.

Therefore, he is more interested in cooperation with sites within the framework of the RRS.

Where will PPC apply?

You can only click on an ad online, so PPC is purely an online marketing tool. The formats of advertising messages may be different: text and graphic blocks, static and dynamic banners, discourse ads, and more.

Such offers are posted in the search results of Yandex and Google, as well as in teaser and banner networks, on partner sites.

The main purpose of PPC advertising is to get clicks, which means, to attract guests to the landing page.

In marketing, this method forms the top of the sales funnel - traffic generation. The fact of clicking on the ad indicates the user's interest. It’s easier to bring the concerned visitor to the target action and obtained a new consumer.

The ad can be broadcast on the website or in the SERP several times per hour. From 20 to 50 impressions are recruited per day.

But the payment will be debited from the advertiser's account only after the visitor clicks. This is the main distinction between PPC and other valuation formats.

Difference between PPC and CPC:

The difference is in the concepts themselves.

·       PPC is an algorithm according to which pay-per-click is generated.

·       CPC is a specific price for a completed transition, which is debited from the advertiser's account.

Pricing is influenced by an array of factors:

·       Competition in a niche for the duration of the campaign;

·       The quality of the ad or banner;

·       Placement site. For example, on social media, search, or partner sites, the price is adjusted differently.

·       The relevance of the landing page to the user's request, and so on.

Advertising services evaluate each value formation parameter according to their own criteria.

For example, the CPC can depend on the time of day when the person clicked on the ad. In the morning and afternoon, incorporate niches, the transition price is higher than in the evening and at night.

This drawdown is explained by the competitors' work schedules. There are a lot of nuances of price formation, therefore every campaign is developed separately.

Effectiveness of PPC:

The objective of any pay-per-click campaign is to reduce the cost of getting a visitor to your site. That is, the model is tuned in order to slowly diminish the CPC esteem.

At constant time, the advertiser gets a lot of traffic to the landing page with less budget spending. However, focusing solely on price reduction factors, curiously enough, is a loss-making approach. Why?

Accordingly, several factors affect the success of a PPC campaign at once:

·       Low cost per click in a specific niche for a selected period of time.

·       Traffic quality.

·       High conversion rate.

Pay per Click is an integral part of the advertising campaign efficiency system. Having a low cost per click with non-targeted traffic will not achieve high conversions.

PPC specialist:

The task of a PPC specialist is to manage advertising campaigns. This is a rather narrow focus.

Often this is the person in charge of contextual advertising, who has been assigned additional responsibilities. He manages campaigns across multiple sites, experiments with pricing models, and more to achieve the best possible performance. What other tasks does it perform?

·       is in search of new advertising tools, improves knowledge of those already used;

·       communicates closely with the sales department to determine the most important product categories;

·       works through advertising campaigns, adapting them to the peculiarities of a particular system;

·       monitors campaigns and works to improve their effectiveness.

·       Such a specialist can be regular or non-staff. It is necessary to hire a person in the staff if the work involves the sale of many goods.

PPC requires specialized skills to be effective. The specialist must understand the market, tools, and systems within which the advertising campaign takes place.

To get the most interested audience, it is necessary to conduct a constant analysis of ads. The success of an advertising campaign directly depends on the professional skills of this specialist.