What Is PPC & How Paid Search Marketing Works – Search Engine Journal

What Is PPC & How Paid Search Marketing Works – Search Engine Journal

What is PPC? How does it work? And, most importantly, how can you make it work for you?

This chapter will introduce you to everything you need to know about the exciting world of paid search marketing: keywords, ads, budgets and bids, ad rank, targeting, and conversions.

Let’s kick things off with the basics.

What Is PPC?

Pay-per-click (PPC) is an advertising model that lets marketers place ads on an ad platform and pay the host of that platform every time their ad is clicked.

The goal of a PPC ad is to lead the person viewing it to click through to the advertiser’s website or app, where that visitor can complete a valuable action, such as purchasing a product.

Search engines are incredibly popular advertising platforms. They allow you to display ads that are relevant to what users are searching for.

Advertising services like Google Ads and Bing Ads operate with real-time bidding (RTB), where advertising inventory is sold in a private automated auction using real-time data.

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How Paid Search Works

Every time there is an ad spot on a search engine results page (SERP), an instantaneous auction takes place for the keyword.

A combination of multiple factors, including bid amount and the quality of the ad, decide the winner who will appear in the top spot of the SERP.

These auctions are what keeps the gears of PPC moving.

Auctions begin when someone searches for something on a search engine; if there are advertisers interested in showing ads related to a user’s
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