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PPC stands for pay-per-click. It's a form of online advertising where the advertiser only pays when people click on the ad. PPC ads are targeted by keywords and other factors, so they show up in search engines and on websites for people who might be interested in specific products. For example, PPC ads for makeup might show up on women's clothing sites.
A PPC agency provides services to create, launch, and manage PPC ad campaigns. Since the best results with these ads require constant monitoring and tweaking, many businesses choose to outsource the process to experts or services that offer automation tools.
Some common services provided by PPC agencies include:
The cost of PPC advertising through an agency depends on its fee schedule, including how much exposure a company wants and what it's willing to pay for that exposure. Costs can average between $500 and $5,000 a month for management fees alone. Some common fee structures include:
A PPC marketing campaign is a group of ads meant to drive specific results. A company might launch an ad campaign to draw attention to a new product, for example, with ads leading to various types of landing pages for the product. Another option is a government agency paying for ads to inform people about health insurance options or requirements for new housing programs.
Yes, PPC can be a form of paid search, which means that a company is paying to show up for relevant searches. For example, a new HVAC business that doesn't want to wait six months for SEO to pick up might pay for PPC search ads, so it starts showing up when people look for HVAC service providers in the area.
No, Google Ads or AdWords is not the same thing as PPC. PPC is an overarching term for any pay-per-click advertising campaign. Google Ads or AdWords is a type of PPC offering.
When someone pays for ads through this network, the PPC ads are placed on pages within Google's ad network. That can include search ads, which are text ads or sponsored links that appear at the top or side of search results on Google, Bing, or Yahoo. It can also include PPC display ads, which show up on websites within the Google ad network. According to Google, its network covers 90% of the internet.
CPC stands for cost per click. This is how much an advertiser pays every time an ad is clicked. It helps determine the total cost of a campaign, but advertisers can also set a budget. For example, if the budget is $100 and the average cost per click is 25 cents, the campaign supports 400 clicks.
The cost of a click depends on several factors, including how much was bid for the keyword and the level of competition. On average, cost per click via the Google Ads network is between $1 and $2, though companies can pay much less than that for less competitive keywords. CPC for Google Search Network ads averages less than $1.
Some people believe paying for ads supports organic search, but this isn't typically true. The belief is that more exposure drives more clicks, which leads Google to believe a page is the right answer for a specific search. But the search engine is much smarter than that, and the best way to increase SEO is through strong optimization efforts.
PPC marketing is a flexible, potentially fast-paced option for getting the word out about products, services, events, or other offerings online. Some benefits include: