Pay-Per-Click (PPC) Marketing: An Overview

Pay-Per-Click Marketing An Overview

Following on from our SEO Jargon Buster series of blog posts, we will now be turning our attention to Pay-Per-Click (PPC) marketing. In a similar vein to our SEO posts, we will be explaining the meaning behind the technical terms of PPC advertising, and we will take the opportunity in this post to provide an overview of what PPC, or paid search, actually is.

What is PPC Marketing?

Essentially, PPC marketing is a method used by advertisers to generate clicks onto their website, with the goal being for the visitor to complete a desired action once they are there, whether that be to purchase an item, generate leads, increase social engagement, or complete a download. This list is by no means complete, as PPC marketing can be used to achieve a wide range of goals that are too numerous to cover in one post.

Rather than earning these clicks “organically”, which is a click by a user on a typical search engine result, advertisers use PPC marketing to get their adverts in prominent positions on these search engine results pages. Every time a user clicks on one of these adverts, the advertiser pays a small fee to the relevant search engine, hence the name pay-per-click!

Where Will I Find These Ads?                                       

Once you know what you are looking for, it quickly becomes apparent when you have viewed an advertiser’s PPC advert.

These adverts appear on two different types of web page, which Google, who allow advertisers to run their PPC campaigns through their Google AdWords software, call the “Search Network” and the “Display Network”.

Search Network Ads 

Search network results appear on the search engine results pages themselves,  They are distinguishable from the “organic” results on the page thanks to the small green label in front of the URL, as you can see below.

Feetus Green PPC Ad Label

Search engines also implement shopping results on their results pages when they believe that the searcher is trying to buy a product. These include a small picture of the product, the name of the product, the price, and the website that is selling it. Although the shopping adverts look different, they operate in exactly the same way, where the advertiser pays a pre-decided fee to the search engine every time the ad is clicked.

Feetus Shopping Ads PPC

Display Network Ads

The display network is a group of over 2 million websites, videos and apps where an advertiser’s PPC adverts can appear. To use Google as an example, by utilising their display network, an advertiser’s adverts can appear on YouTube videos, in Android apps, and on prominent websites that reach over 90% of internet users worldwide.

Google Display Network Placements

An example of where ads can show on the display network

Thanks for taking the time to read this introductory post to PPC marketing, and we will be discussing the finer details of paid search throughout the PPC Jargon Buster series of blog posts.


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