PPC (pay-per-click) advertising, a name commonly applied to search ads, is a great way to reach prospective buyers when they’re looking for your products or remind customers you’re still around. If you want to own some of the most valuable real estate on the internet that drives traffic, sales, and conversions, you need to understand how PPC advertising works because this type of advertising isn’t free. Instead, PPC ads use a sliding cost structure that penalizes users who don’t know what they’re doing through something called a quality score, which we’ll discuss momentarily. Even if you used search ads in the past, platforms change all the time and mistakes are costly. So how do PPC ads work, and how can you bypass common mistakes that hold you back? Let’s take a look.
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What is PPC advertising?
Before diving into an explanation of how to avoid PPC advertising’s pitfalls, it’s essential to know how pay-per-click fits in a successful marketing strategy. PPC advertising exists on most search engines, but Google retains the lion’s share of search traffic, so I mainly focus this discussion on that platform. Most other search engines, due to the dominance of Google, share many commonalities.
PPC advertising offers 2 options; search advertising and display advertising. Search ads appear when a user enters a query using keywords matching those you chose as part of your campaign. When a user clicks on your ad, you incur a fee and I’ll…