What is Pay Per Click?

 What is PPC? If you are into digital marketing or working for a pay per click agency, you might already know the answer to the question What is PPC? But for those who recently started working for a digital marketing company or want to work in the ad operation of advertising agencies, PPC is pay per click campaign that brands and businesses run to attract potential customers to their brands. PPC is an online advertising model where all the brands or advertisers pay google or the publisher every time some clicks on their advertisement or their brand link being advertised. These campaignings are generally offered by search engines like Google or social media networks like Facebook, Instagram, Twitter, etc. The few popular platforms for PPC advertising are Facebook Ads, Google Ads, and Twitter Ads. The answer to SEO vs PPC is SEO is an organic search which means when your website ranks due to its organic popularity among the user, that is SEO, but when your website ranks in the top 10 searches of google through paid mediums, that is PPC.

How do PPC works?

After understanding What is PPC? the next question is How does PPC works? PPC primarily works on keywords, meaning every brand knows or analyzes the keywords they want to rank on or sell their products. Brands hire pay-per-click and digital marketing agencies to get optimum results for keyword research and trends analysis. The PPC advertising model is very beneficial for both advertisers and publishers. As publishers get to be featured at the top of the search engines, it generates gigantic engagement. A well-researched and optimized PPC campaign will save the advertiser a lot of money as the amount of money he will pay to the publisher for each customer visit will be much less than the amount of money he will generate from that potential lead. From the viewpoint of the publisher, Google, Facebook, or Instagram have become these businesses' primary revenue stream as they provide free services to their customers.

Types of PPC Models

PPC model is of two types Flat-rate model and a Bid-based model. An advertiser pays a fixed amount per click. This is known as the Flat-rate model. Publishers always keep a list of different PPC rates applicable in different regions of the globe. Publishers usually lower the fixed price if the contract is of higher value or for the long term. Note publishers are open to negotiating the price with the advertiser.

On the Other hand, the Bid-based marketing model is all about bidding with the maximum amount for an ad spot. The publishers use an automation tool to shortlist the highest bid for that spot as soon as the visitor triggers that AD spot. The winners are shortlisted by rank, which means the amount of money they are willing to pay and the relevance and quality of content they offer for that spot. So, overall for winning such a bid, the money is as important as the content.