Updated May 19, 2023
What is PPC (Pay-Per-Click)
Have you ever wondered why most information on the Internet is free, while most other media outlets, such as newspapers or TV, require payment to access information? Considering websites have to pay bills for hosting, writers, and developers, this money has to come from somewhere, right? Well, this all is possible because of Advertising on the Internet. With Advertising models, most publishers are paid by big Ad companies such as Google & Bing, and you get to enjoy the content free of charge. There are many advertising models on the Internet, such as Pay-per Action (PPA), Pay Per Impression (PPM), and Pay-Per-Click (PPC). This post will discuss the most effective models, i.e., PPC.
With PPC, you only pay money to someone when someone clicks on your ads. A PPC expert creates ads targeted to the right audience at the right time, which is why PPC is one of the most effective advertising models on the Internet. Google, Bing, Facebook, Twitter, etc., are giant fishes in this water.
Search engines like Google and Bing differ in PPC implementation compared to social networks like Facebook and Twitter. Search engines display ads based on the user’s search, while social media platforms show ads based on the user’s interests. When the ad is delivered to the right target, the chances of that user clicking on your ads will be very good.
Scope of PPC (Pay-Per-Click)
When making a career in Internet Marketing, PPC is considered one of the best. Almost all publishers rely on Advertising to earn money, and nearly all companies want to sell their products online. Someone with skills in PPC sits in the middle of all the processes.
In terms of the marketing industry, most offline publications and offline marketing are very limiting. For example, advertisers can’t be sure how many people see their ads; getting accurate data about Conversation Rates is almost impossible. On the other hand, online Ads offer a lot of control, and they have been around here enough to let businesses be comfortable spending money on them. Considering these facts, a career in PPC will only be more valuable.
Pay Per Click has three distinct advantages over many other Ad Models:
- In PPC, Only Valid Clicks Count: With PPC as a model; you are only charged when someone clicks on your ad. This makes every penny spent accountable.
- It Makes it Easy to Sell Stuff: It helps sellers show their products at the top of the search results. This removes the reliance on SEO and organic traffic to get sales.
- Advertisers are always in Control: PPC advertising aims to target the appropriate audience. With proper implementation, you can ensure that your ad is displayed only to individuals who are interested in your product.
What Skills will you Need to Be Successful in PPC?
You don’t need any specific degree to get started with PPC. I have seen people from different backgrounds do well in this sector. If you are familiar with the Internet, some terms, and the advertising concept, you can learn PPC and other Internet advertising models.
Below are some skills and characteristics that will help you if you decide to dig deeper into PPC as a professional.
- Numbers do not Turn you off: As a PPC expert, you frequently work with numbers, including bid amounts and creating weekly reports on your ads’ performance. So it would be a good plus if you are willing to make friends with numbers and reports.
- Willing to Learn new things: Just like other careers in marketing, it is a constantly changing and improving landscape. As a PPC professional, you will encounter new features and tools daily.
- You are good at Microsoft Excel: Excel is the de-facto App to crunch numbers in a spreadsheet. So having some decent skills in the App will only help your efficiency.
- You are Creative: Being creative will help you think about making ads that click in a user’s mind. With the increasing competition in the Ad Industry, a creative ad can be the difference between a campaign performing poorly or a campaign making a ton of money.
A couple of years ago, only the most prominent businesses used PPC to drive sales and offer services on Search Engines. However, in 2022 even small businesses such as coffee shops and flower Shops started using online ads to get more customers. Considering that today more Internet users are on their phones than ever and that this number will only grow, a career in Pay-Per-Click looks bright. Also, getting organic traffic is hard nowadays; SEO is getting more competitive and expensive daily. Even after someone spends a lot of money on SEO, there is no guarantee that it will drive traffic to the site. PPC, on the other hand, is one of the very few guaranteed ways that work.
It’s interesting to note that in 2022, PPC continued to deliver a strong return on investment, with an average return of $2 for every $1 spent and a relatively low average cost per click (CPC) of $1.16. The allocation to search advertising highlights the continued importance of search engine advertising as a critical component of PPC campaigns.
It is an effective digital marketing channel that offers immediate results, a targeted audience, measurable outcomes, cost-effectiveness, and flexibility. A successful Pay-Per-Click campaign requires a well-thought-out strategy, including defining goals, identifying the target audience, keyword research, budget setting, ad copy creation, platform selection, testing, and optimization. It is a promising career option that requires skills in numbers, learning, creativity, and Microsoft Excel. With more businesses leveraging online ads and increasing mobile users, the future of PPC looks bright.
Now that we have discussed what PPC is, how it works. It is an essential thing in the world of digital marketing. People with skills in PPC have many options for making a successful career. You can work full-time, freelance, or start your own PPC advertising business to provide services for clients. If you have the skills, creativity, and ability to learn, a promising career in PPC awaits.
This has been a guide to What is PPC (Pay-Per-Click). Here we discussed the working, scope, skills, campaigns, and advantages of PPC, respectively. You can also go through our other suggested articles to learn more –