PPC or pay-per-click is a digital advertising model in which an advertiser pays an amount (fixed or determined by auction) each time a user clicks on one of the ads to visit a website. The idea of a pay-per-click campaign is to “buy a view” for a particular site. In general, the goal is to generate certain types of user actions, such as registering or purchasing a product.
PPC is a very common option, but it’s not the only payment model available for online campaigns. Therefore, it is important to distinguish it from others, such as:
PPM: Advertisers pay a fixed amount for every 1,000 impressions; that is, every 1000 times an ad is viewed by a user. Keep in mind that with this model, it’s difficult to predict the number of clicks generated for every additional 1000 impressions, so you don’t know how much to pay for each visit.
PPA: Advertisers pay every time a user performs a particular action; for example, every time the user downloads an application. Therefore, the link between cost and purpose is even more obvious than with PPC.
CPC is the price the advertiser pays each time you click on an ad. Here you can either agree to a fixed price for each click or determine the price through an auction. In the latter case, the advertiser sets a bid or maximum price that they are willing to pay for each click. The system compares ads to similar ads based on quality and willingness to pay, and the winning ad is displayed first.
You only pay for the visits you receive. Advertisers pay to display their ads in other ad models, but they don’t always get results. With pay-per-click payments, on the other hand, there is a direct link between cost and performance.
There is a lot of information about ad performance. The Pay per Click Platform provides advertisers with comprehensive information about what’s happening with your ads, including impressions, clicks, click-through rates, and conversions.
Great optimization potential. With all this data, you can easily see if your ad is working and fix your course in real-time. The best strategy is to create several variations of each ad and compare them to see which one works best. In this way, you can be assured that your ad will be more and more successful.
Your ads will reach the right audience. Thanks to multiple segmentation options, only interested users can see your ad, so you won’t miss a single click. This will improve your ad results by making it more likely that users who are part of your target audience will click.
You can manage your budget accurately. With the PPC model, you can set a maximum daily budget, and in some cases, you can start at 1 euro. This means you can tailor it to advertisers of all sizes and pre-control how much you spend on each campaign.
You can decide when and where your ads will appear. The pay-per-click model allows you to display ads on different platforms and locations (the next section shows some examples) and choose what interests you most. On some sites, you can also choose the days and times when your ads will appear.
You will get a better position and visibility. Thanks to PPC, you can display your ads on some of the sites your users visit most, including search engines, social networks, and the most famous web portals.
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