What is Pay Per Click?

Pay-per-click (PPC) is a form of online advertising where an advertiser pays a publisher each time someone clicks on their ad. PPC managers bid on keywords relevant to their business and target audience, and the search engine and website will show ads to people who enter search queries that contain these keywords. Although we use Microsoft’s PPC platform (Bing & Yahoo), we are going to focus on Google AdWords™ in this guide. Once this is mastered, it can be imported into Microsoft Adcenter (Bing Ads).

Below you will find a brief summary of how AdWords works. Keep reading our AdWords 101 guide to learn everything you need to know about Google PPC.

1. You search for something on Google.
2. Google determines there will be an auction between competitors bidding on those keywords.
3. An advertiser chooses the maximum amount he is willing to pay and creates groups of these keywords paired with ads, Google enters the keyword from the advertisers PPC account that it deems most relevant to the auction, as well as the ad with which it is associated.
4. Once an advertiser is entered into the auction, Google looks at maximum bids and quality score in order to determine where ads rank. The highest combined cost-per-click (CPC) bid multiplied by quality score gets the best position on the search engine results page (SERP).

The better your position, the more impressions and clicks you will receive. PPC can be extremely cost-effective when managed by professionals who truly understand how the model works. Without the right team in place, you can easily sink your budget and negatively affect your return on investment (ROI).

At PPC Professionals, we evaluate your online marketing process and determine how we can increase your ROI. We identify and critique your most important keywords and assess your traffic all while maintaining a focus on your targeted audience.

A properly managed Google AdWords account can gain visibility for your company and can boost your company’s reputation. We offer our clients a clear picture of which aspects of their campaign are attracting business and those that are harming their online marketing efforts. Each campaign requires meticulous attention to detail, constant evaluation and the flexibility to adapt to new data.