PPC – What Google do When people Click on Your Ad?

By | October 31, 2019

It is the utmost desire and goal of every marketer to get their site to a high rank on Google’s Search Engine Results Pages. But grabbing the top organic spot is not one day task, it requires a ton of hard work, extensive knowledge, and experience about how Google works on a page. Suppose you get the number 1 position but maintaining this position is a lot harder than achieving because when Google inevitably releases an algorithm update the whole game turns upside down. You want your content to appear on the first page but not have the expertise of technical SEO then what? Either you have to pay for that prime position with Google or consider Pay-Per-Click advertising. Both are perfect, help you to appear at the top of the SERPs and gain invaluable perceptions on users who reach your site.

What is PPC (Pay-Per-Click)?

Pay Per Click, PPC services in Islamabad is an online advertising model where the advertiser has to pay each time when a user clicks on one of their online ads. PPC support different types of ads but among many paid search ad is the most common type. Paid search ad appears when the user makes an online search for things using a search engine like Google, specifically when they’re performing commercial searches (looking for things to purchase). The search they made could be anything from searching for the best pizza in town to finding a plumber for repair to high-end items like enterprise software and all these searches trigger pay-per-click ads. The business running ads in pay-per-click advertising charged only when the user actually clicks on their ad. Some of the other types of PPC advertising encompass pay-per-impression or pay-per-view.

PPC ads are perfectly useful for time-sensitive campaigns, specialized, retarget users that are already on your site, to watch your biggest competitors or to even focus your efforts on localized markets. But the drawback of using PPC alone is that it costs a lot and becomes inefficient as well. Thus, don’t use only PPC ads to interact with your users online. Keep in mind that PPC isn’t a replacement for your traditional organic SEO efforts but its purpose is to boost the qualified traffic that reaches your site.

How Does PPC Work?

Pay-Per-Click is a vast category where many other platforms and mediums work together. 99 % of PPC working falls down in two major categories;

  • Google Ads
  • Social Media Ads

Google PPC Ads

In Google PPC Ads, you pay Google to display your ads at the top or bottom of the traditional organic search results. Google Ad can also be displayed across other sites via Google’s display network. Every time the user clicks on one of your ads, you have to pay the cost per click (CPC) that is taken from your daily budget. Various factors determined the cost per click but the biggest contributors being the competition and volume on whatever the given keyword is.  For example, you want to display your ad when a user searches “ best orthopedics”, but you’ll have to pay more than the regular cost when a user searches for “best orthopedic in New Jersey” because the first search uses much more frequently searched keywords than the second one which geared towards a local market. Google won’t stop running your ads until enough people have clicked your ads until your daily budget is depleted.  Google will stop displaying your ads until the next day or until such time as you give them more budget to use. Search Ads, Display Ads, Local Ads and Re-marketing are some of the ways Google use to show your ads.

Search Ads

The most common, the most visible and most utilize a type of PPC by companies globally. Search Ads appear above or beside organic results, based on user’s queries. Every time user searches for the service or product you offer, your ad will be displayed but you only have to pay when they click on the link. In order to set up the search ad, you start telling Google when, why and where to display your ad. In includes writing an ad and selecting the keywords that user search in order to show your ad. Google allows you to bid on specific keywords. The user when searches one of those keywords, Google starts running a mini-auction between you and other advertisers who are also bidding on that particular keyword. Who wins? Of course, the one who bids the highest!

The whole process sounds easy but it is quite complicated and needs the expertise to get the right requires fine-tuning your keywords and adjusting your budget. There are also many other factors that Google keep into consideration while deciding which bid wins.

When you should Use Google Ads

If you want to appear on the first page of a search result engine go ahead with ads choose SEO company in Islamabad. Almost 75% of search engine clicks happen on the front page which means your Ads can help you to appear on it. And 64% of people click on Google ads when they are looking for something to buy online. Google Ads doesn’t work for everyone so think about when you should use these ads you have to consider other avenues as well.

  • Strict Industry Ad Rules/Controversial Keywords

Google has its own policies and you have to think about it. When it comes to Google Ads, industries like financial services, healthcare, tobacco, and alcohol are highly regulated. There are certain limits that Google ads or landing pages can’t exceed. The terms like ‘Clinical trials’ are not allowed in ads anywhere around the world but in the US.

  • If you don’t have the Time

If you’re thinking that once you set up a campaign and that’s it, you’re wrong! In-fact, you need to be active in your account making a modification to your campaigns daily. So, if you don’t have enough time to do so regularly, don’t dive in.

PPC advertising is an incredible way to reach a new audience and bring new customers. PPC visitors are 50 % more likely to buy something than organic visitors. So, if you’re looking for experts’ help, Market Prism Consultant is there for you.