PPC PPC or pay per click is a very popular online advertising model in which advertisers only pay if their ads are clicked by users and generate visits to their web page or landing page.
One of the most widespread and popular pay-per-click systems is Google Ads.
What it is used for
This advertising method serves to buy web traffic for a site by renting a prominent advertising space within a platform, social network or search engine.
This way, you don’t have to wait to get organic visits from other digital channels.
I’m sure you’ve come across one of these ads while browsing and doing a search:
In any case, the types and formats of ads are varied and are designed to capture the attention of users.
Whether we employ a search engine platform or any social network, these systems always work through an auction for the target keyword we want to appear on.
These auctions are what keep the PPC gears in motion.
And depending on the algorithm of each platform, along with a combination of multiple factors, including the amount of the bid and the quality of the ad, the winner that will appear in the first position is decided.
Of course, how the system works depends very much on each platform.
But broadly speaking, this is how the different systems work.
There are many platforms where you can use the cost-per-click model. But to simplify you should know that you can make use of:
Search engine advertising is one of the earliest and longest-established forms of Internet advertising available to advertisers.
This type of platform allows you to reach users who are performing a search by integrating ads into the search results.
In this sense, the most popular platform is Google Ads, followed (far behind) by Bing Ads and Yahoo Ads.
These types of ads are integrated into the user’s experience in the social network. One of their main advantages is that they allow taking advantage of the information that social networks have about their users in order to launch highly targeted PPC ads.
The main social network advertising tools: Facebook Ads, Linkedin ads and Instagram Ads.
Although there are also other interesting platforms such as Twitter Ads or Pinterest Ads.
Finally, PPC is also used when banner ads are displayed on websites related to a brand’s products and services or the interests of its target audience.
These platforms usually have a network of blogs and media where advertisers see their advertising placed.
Using pay-per-click has some advantages and disadvantages that you should be aware of before taking full advantage of this acquisition channel.
Among its most notable advantages are the following:
Sin embargo también es necesario mencionar algunas desventajas:
PPC is one of the most relevant acquisition channels available.
The number of available platforms (Facebook Ads, Google Ads, Instagram Ads, Linkedin Ads, etc), together with the particularities of each one, have turned PPC into a discipline that requires specialized professionals to ensure the best results.
Knowing and mastering these tools is essential to optimize customer acquisition in any business.
Links and recommended reading:
The PPC or pay-per-click is one of the tools that advertisers have to publicize their offers on the Internet. Knowing how it works and what are its implications is key to making profitable ad campaigns. Therefore, it is essential to know these platforms well.
The term PPC refers to Pay Per Click advertising, while SEM refers to Search Engine Marketing. That is to say, while the former can be applied to any type of ad platform, the latter groups together all paid or unpaid actions carried out on search engines (SEO is included within SEM).