When we want to launch a marketing strategy to promote a series of objectives that we have set, among all the variants that we can use within the promotion of payment we have the PPC or Pay Per Click.
As its name suggests, it is a type of advertising in which the chosen payment model in which the advertiser will pay will be through the click. That is to say, every time the user clicks on one of our ads, payment is made.
This will not be the only payment method we have because depending on what interests us and using the same strategy and ad format we can for example pay for the number of impressions.
Table of contents
What is PPC or Pay per Click
As we were saying this type of advertising is a variant within the field of paid advertising that has the characteristic of paying for each click that a user makes on one of the ads, whatever platform it is on.
Let’s take as an example a campaign of shopping or text ads in the search network of a search engine. The advertiser will elaborate the advertising with the Keywords and segmentations he considers appropriate and once it is served to the users, every time they click on it, a payment is made.
This payment is an amount that is fixed before the click through an auction process between the different advertisers that pursue the same objectives.
Another example would be a campaign on Social Networks in which you want to promote a content through a selected audience.
Each time the advertising is served to this audience, if Pay per Click is used as a payment model, we would be paying as in the previous example for each user that has not only been visually impacted but has also clicked and been redirected to the Landing Page that we consider appropriate.
Platforms to do PPC
There are multiple platforms to make ppc campaigns, among all we can say that the most popular are the following.
Google Ads
This is Google’s advertising platform par excellence. It will allow us to make campaigns that will be displayed in the queries made by users in the search engine.
Our ads can also appear in applications and a multitude of associated websites. All this makes the possibilities of forming an audience are huge making the chances of obtaining beneficial results is much higher.
The payment models in this platform are established through the type of bidding we choose, being the manual bidding the most common for pay per click campaigns.
Facebook Ads
Another of the most used platforms is the social network Facebook which has many users and this makes it very attractive when looking for the target we need.
The types of formats that are currently offered from the platform and in which we can use the pay per click model are as follows:
- Video Format
With this format you will reach the audience using personalized videos. It will include the option to enable a link to click on.
- Images
Here we have campaigns in image format redirecting traffic to websites or applications.
- Collection
Facebook promotion format especially dedicated to online stores where the products will be displayed and can redirect to the website.
- Sequence
Finally we have the sequence where we will be shown up to a maximum of 10 images or videos each with its own link.
Bing Ads
It is the western alternative to the Google platform and its operation is quite similar. We will organize our campaigns essentially through keywords and can be segmented according to our interests. Once we have done this part we only have to choose the payment model as in Google and select one that allows us to pay per click.
CPC or Cost per click
Every ppc campaign will be accompanied by this metric which is the price that is being paid for each click. We will have to adjust this amount to reduce it as much as possible without losing conversions. To do this we can rely on the CPCme which is the cost per click on average and will help us to know globally how much we are paying.
Impressions
This is to quantify the reach we have had, i.e. the number of views or times our ad has been served. As we pay per click it will not have any cost, but it will have an influence on our target.
CTR or Click Through Rate
This metric, especially depending on the platform, will allow us to see the acceptance and the fit that the campaign is having.
It consists in making a relation between the amount of clicks we have received for every 100 times the ad has been served.
Advantages of using PPC campaigns
Reach the right target
In this type of campaigns, due to the fact that we have many possibilities of segmentation and audience filtering to find the most suitable Target, they are usually campaigns with good acceptance.
This makes users feel that you can bring them something positive, for example someone who is looking for a certain product can be served a display advertising with different products related to their interests.
Spending control
Normally this type of campaign allows us to assign an economic amount as a daily investment which will allow us to control the monthly expenditure in a simple way, without surprises at the end of the month.
Wide variety of optimizations
They are campaigns that have many types of optimization that can be applied which leads us to hit most of the time in the design of the campaign and our ads, having the ability to test with various types of ads staying with the ones that work best.
Visibility and top positions in search engines
Regardless of the number of clicks we get we will get a big impact on visibility thanks to the number of impressions we get.
In search engines the most visible first positions are reserved for paid advertising so we will occupy depending on the bid the most privileged positions.
Conclusion
Advertising using the Pay per click model occupies the majority of paid advertising.
It will provide us with a large number of possibilities in terms of configuration in order to reach our target audience in the best way.
Finally, in terms of spending, depending on which platforms we use, we will be able to forecast the traffic we will get and the cost of acquisition. Our monthly investment will be efficiently controlled by assigning a maximum daily budget.
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