What is PPC?

 

PPC is one of the many Internet marketing terms that came to us from Western colleagues. Pay per Click - "pay per click". This is a model of broadcasting an advertising offer to a target audience, in which the amount is deducted from the budget not for the number of ad impressions, but for a click on it. In the understanding of an online business owner, a click is a paid transition of a visitor to the landing page of the site. SEO expert in Lahore wants to guide the people.

 

Before PPC, the CPM model was used, in which the price was calculated per 1000 impressions of an ad offer. Accordingly, the advertiser paid for non-targeted impressions. If an ad is broadcast to a person, to which he does not respond, then why is the money withdrawn from the campaign account? In some niches, the percentage of "dummies" reaches 20-25%. As a result, spending on customer acquisition increases due to the high cost per click.

 

In this regard, the PPC is considered a more objective pricing model. The advertiser does not receive an ephemeral number of impressions, but specific visitors to the site. Therefore, he is more interested in cooperation with sites within the framework of the RRS.

 

Where does Pay per Click apply?

 

You can only click on an ad online, so PPC is purely an online marketing tool. The formats of advertising messages can be different: text and graphic blocks, static and dynamic banners, contextual ads, and more. Such offers are posted in the search results of Yandex and Google, as well as in YAN and KMS, teaser and banner networks, on partner sites.

 

The main task of PPC advertising is to get clicks, which means, to attract visitors to the landing page. In marketing, this method forms the top of the sales funnel - traffic generation. The fact of clicking on the ad indicates the user's interest. It is easier to bring the involved visitor to the target action and get a new client.

 

The ad can be broadcast on the website or in the SERP several times per hour. From 20 to 50 impressions are recruited per day. But the payment will be debited from the advertiser's account only after the visitor clicks. This is the main difference between PPC and other pricing formats.

 

What is the difference between PPC and CPC?

 

The difference is in the concepts themselves. PPC is an algorithm according to which pay-per-click is generated, and CPC is a specific price for a completed transition, which is debited from the advertiser's account. Pricing is influenced by an array of factors:

 

·        Competition in a niche for the duration of the campaign;

·        The quality of the ad or banner;

·        Placement site. For example, on social media, search, or partner sites, the price is adjusted differently.

·        The relevance of the landing page to the user's request and so on.

 

Advertising services evaluate each value formation parameter according to their own criteria. For example, the CPC can depend on the time of day when the person clicked on the ad. In the morning and afternoon, in corporate niches, the transition price is higher than in the evening and at night. This drawdown is explained by the competitors' work schedule. There are a lot of nuances of cost formation, so each campaign is developed individually.

 

Principles of calculating the effectiveness of PPC

 

The goal of any pay-per-click campaign is to reduce the cost of getting a visitor to your site. That is, the model is tuned so as to gradually decrease the CPC value. At the same time, the advertiser gets more traffic to the landing page with less budget spending. However, focusing only on the factors of price reduction, oddly enough, is a loss-making approach. Why?

In internet marketing, the key advertising performance indicator is ROMI (Return on Investment). Accordingly, several factors affect the success of a PPC campaign:

 

1.     Low cost per click in a specific niche for a selected period of time.

2.     Traffic quality.

3.     High conversion rate.

 

Pay per Click is an integral part of the advertising campaign effectiveness system. Having a low conversion cost with non-targeted traffic will not achieve high conversions.

 

PPC manager tasks

 

A specialist in this area is engaged in setting up and running advertising campaigns. Since PPC is only a pricing formula, activities under it are not considered a separate profession. Often the task of setting and controlling the cost of a click is assigned to the Internet marketer. Its tasks include:

 

·        Find and test advertising tools, sites for the ability to reduce CPC;

·        Together with the sales department, compose a traffic funnel and determine priority areas in product advertising;

·        Adapt the campaign to the peculiarities of specific systems: teaser and banner ads, Yandex and Google adverts , YAN and MMR, and other social networks;

·        Monitor campaigns, monitor performance metrics, make changes. SEO expert in Lahore is the best SEO consultant in Pakistan.