Pay Per Click is a marketing strategy where the advertiser is only charged what has budgeted and agreed upon in the event the placed advert is clicked.It also gives a chance to purchase the keywords that can be valuable to the client’s target audience and put ads on the SERPs or other Web resources. Advertisers only make payments when a user has clicked on the adverts making the system a pay per click system.

Pay per click advertising is based on an auction where an owner can bid for specific words or phrases connected to the advertised business. Each time a user enters a keyword that is connected to the advertiser’s keywords, an auction begins, and the ads are popped depending on bid value, quality, and relevance. It indicates that the advertiser who bids most and offers the most relevant advertisement to the search gets the opportunity to place his advertisement on the SERP.

The main PPC advertising platforms include:

• Google Ads: Enables advertising on Google’s SERPs and on Websites where Google has a partnership agreement with them.
• Microsoft Advertising (formerly Bing Ads): As Google AdWords it enables the advertiser to place the ad in Bing as well as yahoo search networks.
• Social Media Advertising: The three main PPC advertising platforms are; Facebook advertising, Instagram advertising, Twitter advertising, and linked in advertising through which one is capable of advertising his product to the online users in particular and the whole world in general.

Some benefits of PPC advertising include:

• Immediate Results: PPC can bring quick tangible sameness and traffic to your website and therefore it can be used to generate prospects and sales.
• Targeted Advertising: The other benefit of PPC is that it enables the advertisers to select their desired demographic, location and interest of the audiences to reach.
• Measurable Results: Some of the statistical indicators important in pay per click include the number of clicks, down to the impression level, conversion rates, and the all-important ROI (Return on Investment) statistics from the PPC platforms.
  
  

Several factors can influence the cost of PPC advertising, including:

• Keyword Competition: When selecting highly competitive keywords the bid prices are usually high.
• Quality Score: The value of ads and their landing pages is evaluated to influence the ad placement and the corresponding expense.
• Ad Relevance: This is because the degree of relevance of your ad to the query that the user has entered can affect the rates of click throughs and cost of your ad.
• Ad Format: Some types of ads may be inexpensive than others depending on the slot in which the ad is placed, the type, or the size of the ad.

To optimize PPC campaigns for better results, consider the following strategies:

• Keyword Research: The resulting factor is to find out the keywords of high competition and high traffic.
• Ad Copy Optimization: Develop great headlines that persuade users to click on your ads.
• Landing Page Optimization: Generate links which directly relate with the advertisements placed and have a smooth user interface end user.
• Bid Management: Oversee the bid and independently control balance in terms of ROI and goals set for the campaign.
• A/B Testing: Experiment with different ads creatives, headlines and landing pages, in order to know what best flows with your audience.