What is pay-per-click (PPC) marketing, and how does it work? Pay-per-click (PPC) marketing is a form of internet advertising that allows you to obtain clicks to your site rather than “earning” them organically. Those sponsored ads you see at the top of Google’s search results page are pay-per-click advertising.

Google Ads for PPC Marketing

Users bid on keywords and pay for each click on their advertisements using Google AdWords, which is by far the most popular PPC platform.

Google chooses a set of winners to show in the ad space on its search results page every time a search is made. The “winners” are picked based on a number of criteria, including the quality and relevance of their keywords and ad text, as well as the size of their keyword bids.

More specifically, who gets to appear on the page and where is based on an advertiser’s Ad Rank, a metric calculated by multiplying two key factors – CPC Bid (the highest amount an advertiser is willing to spend) and Quality Score (a value that takes into account your click-through rate, relevance, and landing page quality, among other factors). In turn, your Quality Score affects your actual cost per click or CPC.

This system allows advertisers that “win” to reach potential consumers at a price that is right for them.

The good news for advertisers is that by giving the search engines what they want (relevant pay-per-click advertisements) you’re also delivering specific advertisements to people who are actively looking for your product. It’s a win-win situation.

For more information on Pay-Per-Click, contact our office at 248-684-0500 today! We specialize in Web Marketing like PPC management and offer Pay-Per-Click campaigns that deliver results.

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