PPC marketing, known as Pay per Click Marketing, is an internet advertising model used to bring traffic to a website. Advertisers bid on keywords or phrases that are relevant to their target market. Keywords are words or phrases that you choose to trigger your ad to show when a user searches those words. With PPC, advertisers pay the publisher when the ad is clicked and the entire model is entirely predicated on the mutual success of both the advertiser and the customer. The advertiser receives the opportunity to market their goods and the customer gets the opportunity to find exactly what they are looking for.
There are two models used to determine cost-per-click. First is flat-rate PPC in which a fixed amount is agreed on by the advertiser and publisher for every click. Second is bid-based PPC where advertisers bid against other advertisers in a private auction on an advertising network. Based on keywords, the advertiser identifies the maximum amount that they are willing to pay for the ad spot. Google Adwords, the world’s largest PPC marketplace, operates with the auction format.
There are a few tools that can help you run an effective PPC campaign such as Google AdWords that allow you to display ads on Google or its advertising network. Google’s keyword generation tool assists in helping you find synonyms for keywords as well as a list of suggestions to go with your main keywords. For example, it will propose negative keywords to the list. Negative keywords are words you can add to your campaign to make sure your ad will not appear when those words are contained in the search.
There are four keyword matching types, which are exact, phrase, broad and negative. Since negative was previously discussed, let’s focus on the other three. Exact match is when advertisements will only appear when the exact match is entered into the search. Phrase match triggers an advertisement when the search contains the keywords in the order in which they appear in the keyword. With broad match, Google determines the relevance and the ad will appear.