Diving Into: Pay-Per-Click Marketing

With the existence of all the different marketing methods and strategies, it can be a little bit overwhelming for those who would consider themselves to be beginners in the mystical world of marketing and advertising. But no fret, we’ll take a look into one of the most common types today – Pay-Per-Click Marketing (also known as PPC!) and also referred to as Cost-Per-Click (CPC) sometimes.

So what’s PPC? Well, to sum it up in one sentence, it’s essentially what the name suggests. Pay-Per-Click. You pay for each click that you get. And that’s it. That’s the blog. Thank you for reading, until next time!

Just kidding HAHAHA. You obviously know we can’t end on a vague note like that.

So, What Is PPC?

On a more serious note and back to the topic of conversation, Pay-per-click marketing generates clicks to your website (or whatever platform or channel you chose to direct to) through a search engine, advertisement, or platform that offers the PPC service.

With this particular marketing method, instead of earning your clicks organically, you buy them through sponsored or advertised content! While the idea of “inorganic” advertising may not appeal to some companies, this type of advertising may actually be significantly more beneficial for your business. Think about it for a minute. Think about the way that PPC works in general. Most people who will see your sponsored content are actually already looking for what you’re offering, so they’re already interested in your products or services! Once they’ve clicked on your sponsored content, you’re already in the game, all you need to do is convince them that your product suits them better than your fellow competitors. Although, if you’re already first in the search result, it doesn’t take much 😜. In fact, the top 3 paid ad spots receive 46% of the clicks on a page! Let that soak in for a minute …  

Search Engine Advertising 101

If you’ve used Google (or maybe even *gasp* Bing before), you’re probably already familiar with search engine advertising. While you may not be acquainted with how it works or the detailed processes surrounding it, you are familiar with it from an audience viewpoint. If you google “black running shoes,” you might find yourself with options for Nike, Adidas, New Balance, and Asics, without even having typed a brand of preference! That’s just how search engine advertising works.

For marketers, search engine advertising is one of the most popular forms of PPC because it allows companies to “bid” for ad placement in the sponsored links section. This bidding process is much like the ones you see on TV or in the movies for art and rare collectibles (minus the physical bid paddles, of course!) However, not every query (or search result) becomes monetized and has its own auction take place. In order to determine whether a search query becomes monetized, the search engine looks at: The advertiser’s eligibility for the auction; how much each advertiser will pay if their ad is clicked on; and the subsequent order in which eligible ads appear on the page.

Sounds a little bit complex, but it’s really not. Let’s break it down further.

Essentially, the first two conditions correlate with each other. The first condition considers how much an advertiser is willing to pay for a click, or the maximum bid (Max CPC) advertisers are willing to pay. The second condition considers how much advertisers actually pay if their ad is clicked on. And finally, the third condition looks at an ad’s Quality Score. The Quality Score of an ad is the rating of the quality and the relevance of the keywords and PPC ad.

Once the search engine has deemed a query to be deserving of an auction, how does this process work?

  1. Advertisers identify the keywords they want to bid on, how much they want to spend, and create groupings of these keywords
  2. The search engine processes the request and runs the auction
  3. The search engine determines ad positions and each advertiser’s CPC

And that’s it! That’s how auctions go for search engines. The winner of the auction receives the highest placement on the list and most likely receives the most number of the clicks. These clicks lead to greater exposure, conversion rates, and results for your business. So, what are you waiting for? Go ahead, you know you want to try PPC.

Speaking of which 😜 …  If you’re interested in trying out pay-per-click marketing but don’t want to invest a bajillion dollars, try out Pinmo. With Pinmo, your customers can share your brand content among their online social connections which fosters credibility for your brand (it’s being shared by their friends, people they trust!) And you’ll only be charged for every organic click and share that your content receives – hence, why it’s called pay-per-click. To learn more or try Pinmo out to today, click here!