What is Pay-Per-Click (PPC) and Why Do You Need It?
What PPC: Search engine marketing (SEM) or paid search affects buying ads or sponsored listings which appear on search engine results pages (SERP) when viewers search for data relevant to content. When it may seem like a candid concept, it’s a carefully complicated technique to adept, attributed to the complicated nature of keyword targeting, platform-specific display variations, ongoing algorithm changes, and a highly noisy and competitive marketplace for popular keyword terms.
Why PPC: Basically, everyone uses search engine to find information – generally dozens of times a day. With the organic links on a Google SERP decreasing to an average 8.5, and research finding that about 75% of users don’t scroll past the first page, it is required to increase your content’s chances to be in front of eager searchers.
75% of users never scroll past the first page of @Google results via @HubSpot #Research.
How Does PPC Work: The paid ‘text-based listings’ action gets pushed to the top of the SERP and incorporates a small tag that says that it’s paid.
Google’s search ads based on pay-per-click (PPC) model, using an auction-like system to decide when and how regularly your ad is shown alongside the keywords you have chosen. When it comes to managing your campaigns based on paid search, an extensive knowledge of Google’s AdWords tool is key. With AdWords, content marketers can decide a campaign type; write their copy, home page URL, and call to action; choose target keywords and audience sector; and fix a budget, goals, and bid strategy for every campaign.
A working knowledge of Google’s @AdWords tool is key when managing paid search campaigns, says @Joderama
By fixing a budget and maximum cost per click (CPC), bidding on how much an organization is willing to pay for each click that an ad receives. Google’s algorithm calculates your campaign with competitors who target the same keywords, and regulates when and how often to display your ad.
Success with this technique can be ambiguous and short-lived. e.g., as reported by search engine land research, up to 80% of viewers ignore google’s sponsored ads. Which means it’s critical that content marketers do their homework before undertaking the amazing world of the AdWords auction process
Influencer marketing… in blogs to come, check back soon.