Home » An Overview of Google PPC (Pay-Per-Click Advertising)

An Overview of Google PPC (Pay-Per-Click Advertising)

by Nathan Zachary

What is PPC on Google?

PPC, or pay-per-click advertising, allows you to place advertisements on Google and reach a sizable audience of people who are looking for the goods, services, or knowledge you can offer it.

Millions of websites and businesses use Google PPC worldwide because it’s a strong, affordable way to build brand awareness and bring qualified traffic to your site, increasing conversion rates and other outcomes like sales. So how exactly does Google PPC advertising operate? In this succinct primer, learn the fundamentals.

Why Use PPC on Google?

Why would I pay to appear on Google when I can get my site to show up for free? is a common question. The answer is that it’s harder than you might think to generate “free traffic.” It can take a lot of time, effort, and money to achieve organic rankings for the keywords you want to rank for because Google’s algorithms are made to only reward the highest-quality sites with rankings. It’s worthwhile, but don’t you want to be generating traffic and sales while you’re at it?

PPC ads on the right side

The PPC ads on the right side of the screen, which feature images and other alluring, useful details like price, shipping information, and star ratings, will inevitably draw the attention of someone looking for birdhouses.

PPC is so effective for business searches because of this. When consumers are prepared to make a purchase, they want all the marketing data that a PPC ad can offer. Additionally, when they click on those PPC ads, they are immediately taken to a landing page where they can complete that transaction.

Google PPC is effective because, when a sale is made, your company generates profits above the cost of the advertisement. Win-win situation.

How to Begin with Google PPC

Google’s PPC advertising platform and primary source of income is AdWords. PPC advertisers typically use AdWords to place bids on the keywords that will cause their sponsored ads to appear. According to factors such as the ad’s Quality Score (a measure of the relevance of the ad primarily determined by click-through rate) and the advertiser’s bid, or how much they’re willing to pay for each ad click, Google decides which ads to be displayed and each ad’s position. This entire system works very much like an auction.

So how do you bid yourself into the auction? Based on the relevance of the keywords to the products and services offered by your company, you must compile a list of those you want to bid on.

Using Word Stream to Improve PPC Results

The Free Google Ads Grader from WordStream performs an immediate audit of your account and finds areas where you can make improvements in crucial areas like impression share, quality score, wasted spend, and more.

Give it a go!

Give it a go! The next step after creating a keyword list is to group your keywords into campaigns and ad groups, and then write pertinent PPC ads that will encourage Google users to click. Successful PPC campaigns depend on their organization:

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