What is PPC (Pay Per Click) advertising?

Paid search is one of the most widely used and effective methods for quickly optimizing a website's visibility and increasing traffic and conversion rates. PPC, or Pay Per Click, is a specific payment method used in this web marketing technique.

How does PPC work?

As the name suggests, PPC is a payment method where you are charged each time someone clicks on your ad on a search engine or website. It typically operates on an auction system that pits multiple advertisers against each other.

More concretely, here is its operating principle:

• To begin, the advertiser must create an account on a platform like Google Ads.
• He must then create his ad and define parameters such as keywords, details on the target audience and even the times when the ad appears.
• Then, they must indicate the maximum amount they are willing to pay for each click. Note that this is only a limit and not the actual cost per click. However, the higher it is, the more visible the platform is.
• Once all the parameters are set, the ad is auctioned with other ads using the same keywords. This is where the order in which the ads are displayed will be determined.
• The ad appears on the search engine or platform at the right time, that is, when an Internet user who matches the profile of your target audience enters the keyword(s).
• Finally, you pay the set amount if they click on your ad.

The Benefits of PPC

Your ad only appears when a user, whose profile matches the parameters you have previously defined, enters the right keywords, that is, when they search for the products or services you are trying to promote.

As a result, PPC allows you to exclusively target potential customers who are genuinely interested in what you offer and who are therefore likely to purchase or pay after visiting your page. This allows you to quickly optimize your return on investment since most clicks should generate actions.

This payment method is also very useful for better management of your marketing budget. Indeed, you can pause the publication of your ad at any time via your customer account if necessary. Likewise, you can reactivate the publication of ads or change the maximum amount you are willing to pay for each click at any time.

The limits of PPC

The bidding system represents the biggest limitation of PPC. Indeed, you generally need to set a high maximum cost-per-click limit, and therefore have a large budget, to win auctions and appear first on search engines. Also, you need to know your target audience perfectly, including their age range, location, and habits, to set them up correctly and optimize results.

Conclusion

PPC is a practical, effective, and attractive option within paid search. However, it's important to write an impactful ad and set the right parameters to achieve the best results.