Pay Per Click Advertising – Free Course from WordStream PPC University

Pay Per Click (PPC) is one of the online advertising models where advertisers pay when user clicks on the ads. This is one of the performance-based advertising models where advertisers pay higher cost per click compared to CPM model.

There are different types of PPC advertising programs available in the online marketing domain, but most used ad type is paid search ad. These ads will appear on the search results of a search engines like Google, Bing, Yahoo, etc.

These ads will be targeted to the users who are searching the targeted keywords to appear on the search results. However, there are multiple strategies that advertisers will follow while setting up the PPC ad campaign in various platforms.

The advertiser goal is to attract the desired audience to their websites or product landing page where they can complete the purchase.  

Pay Per Click defines that the advertiser will pay the agreed or bid amount to the publisher who are publishing their PPC ad when the user is clicked. The advertiser is not charged for the impression served in this advertising model.

The other forms of pay per click advertising includes display advertising i.e., serving ad banners on the websites and retargeting campaigns by targeting the audience who have visited the advertiser page via ads or organically.

How Does Pay Per Click Advertising Work?

The PPC advertising model works in Real Time Bidding model where advertisers needs to bid for the targeted keywords show their ads to the users. The PPC is simple text ad which contains the title, description and a landing page URL to publish on the search results or Search Engine Result Pages (SERP). The auction will happen between multiple advertisers and win the bid who will pay higher bid amount during the auction. Also, the PPC advertising platforms like Google or Bing platforms check the relevancy of the ad that advertiser wants to publish when user is searching something using the targeted keyword. The platforms will allow the advertisers to serve the relevant ads with highest bid in all the transactions.