What is PPC?
Pay per click (PPC) is the narrow interpretation of paid adverts applied in search engines. There are other types of paid adverts compiled in search engines, the most popular being banners.
Text adverts are the adverts we see on the top of the results pages (SERPs, search engine result pages) after we input our query and click enter. Nowadays, we can see these adverts at the bottom of the page as well. If your query is very specific and no advertiser has bid on it, then no advert is triggered. In this case we just do not see them on the SERPs. Adverts are easily identifiable as they are marked. On the other hand, very popular and competitive terms will trigger a lot of adverts and we see them in other pages rather than just the first one.
Why is PPC such an effective way of advertising?
There are thousands of companies which compete to be on high positions or, as we say, to rank well on results pages. The search engine optimisation method, which in essence is defined by the methods and techniques you build your online presence so that machines understand who you are, what is your service or product, can get you up there but it takes time. These are the natural listings on the result pages, all then nonpaid (non-adverts).
To close the time gap, however, and be shown to as many customers as possible, digital marketers resolve to paid methods. The competition in the pay-realm is more manageable as you pick the term you want to chase and if it matches the query of the user then you have a good chance of appearing on top.
How do the search engines decide who to favour and who to advance on top of another?
There are many factors that search engines consider:
- The bid- the amount of money you are willing to spend
- The historical performance of your advert, or how well has the public received your promotion
- The relevance of the landing page to where your advert directs the user
- The total performance and technical consistency of your site
Studying PPC at First Intuition
PPC is an integral and vital component of our Digital Marketing course. Experienced and qualified tutors and skills coaches will show you how this is applied in the real world, explain the key terms and principles of paid advertising as well reveal the main tools and technologies utilised by the modern business of today. Our teaching methods include interactive methods, including quizzes and games, the use of software tools, group work and lively discussions. You will learn PPC in a blended environment, in the classroom and/or online, remotely, as well as be coached at your workplace.
If you would like to learn more about digital marketing principles, please visit our SEO article.
To find out more about apprenticeships, please visit the government website.