Pay per
click
PPC is an online advertising model in which advertisers can display ads for their goods or services when users – people searching for things online – enter relevant queries into search engines. Advertisers are only charged when a user actually clicks on their ad, hence the name “pay-per-click.” Due to the nature of keywords and the role they play in paid search, pay-per-click advertising can also be referred to as keyword advertising.
PPC is an
online advertising model in which advertisers can display ads for their goods
or services when users – people searching for things online – enter relevant
queries into search engines. Advertisers are only charged when a user actually
clicks on their ad, hence the name pay-per-click. Due to the nature of keywords
and the role they play in paid search, pay-per-click advertising.In order for
ads to appear alongside the results on a search engine commonly referred to as
a Search Engine Results Page, or SERP,
advertisers cannot simply pay more to ensure that their ads appear more
prominently than their competitor’s ads. Instead, ads are subject the what is
known as the Ad Auction, an entirely automated process that Google and other
major search engines use to determine the relevance and validity of
advertisements that appear on their SERPs.
In order for ads to appear alongside the results on a search engine (commonly referred to as a Search Engine Results Page, or SERP), advertisers cannot simply pay more to ensure that their ads appear more prominently than their competitor’s ads. Instead, ads are subject the what is known as the Ad Auction, an entirely automated process that Google and other major search engines use to determine the relevance and validity of advertisements that appear on their SERPs.
At the moment the user submits their search query, the search engine performs the complex algorithmic calculations that the Ad Auction is based upon. This determines which ads are displayed, in which order, and by which advertiser. Pay inclusion is a search engine marketing method used to generate pages dynamically. Knowledge gained this way can be used to optimize others pages. Although the basics of pay-per-click advertising are simple, managing a successful paid search account can be anything but. Many advertisers simply cannot devote the time and effort required to stay abreast of developments to Google AdWords and Bing Ads, and many are missing valuable opportunities to grow their business through PPC.
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