PPC stands for pay-per-click advertising where advertisers pay each time an ad is clicked. It allows advertisers to buy website visits rather than earning them organically. PPC campaigns involve advertisers creating ads, bidding on keywords, ads displaying in auctions when keywords are searched, and advertisers only paying for clicks. Major PPC platforms are Google Ads and Bing Ads. PPC offers precision targeting of audiences, measurable results through analytics, and flexibility to adjust campaigns quickly based on performance data. Success requires strategic planning, optimization, and understanding the target audience.

1. PPC Training
Course

2. What is PPC ?
PPC stands for "Pay-Per-Click," which is a digital advertising model
where advertisers pay a fee each time one of their ads is clicked. It's a
way of buying visits to a website rather than earning those visits
organically. PPC is commonly associated with search engines, social
media platforms, and other websites where advertisers bid on
keywords relevant to their target audience.

3. Key Components of PPC
● Advertiser:
● The business or individual running the PPC campaign to promote a product,
service, or message.
● Publisher:
● The platform or website displaying the ads. This can be a search engine (e.g.,
Google), social media platform (e.g., Facebook), or other websites.
● User:
● The individual who performs a search or visits a webpage where PPC ads are
displayed.

4. How PPC Works?
1. Ad Creation:
Advertisers create text or display ads with compelling copy,relevant keywords
And a call-to-action.
2. Keyword Bidding:
Advertisers bid on specific keywords or phrases relevant to their target audience.
3. Ad Auction:
When a user searches for a keyword and ad auction takes place in real-time.
4. Ad Rank:
Ad rank is calculated based on the bid amount , ad quality score and other relevance factors.
5. Click and Cost :
Advertisers only pay when user clicks on their ads .

5. PPC Platforms
1 . Google Ads:
The largest PPC platform , displaying ads on Google Search engine and web partner websites.
2. Bing Ads:
Similar to Google Ads but on the Bing Search Console.
3. Social-Media Ads:
Platforms like Facebook , Twitter , Linkedin and Instagram offer PPC advertising options.

6. Advantages of PPC
Precision Targeting:
Advertisers can target specific demographics ,locations , devices and times of day.
Measurable Results :
Comprehensive analytics allow advertisers to track clicks ,impressions , conversations and ROI
In real time.
Flexibility:
Campaigns can be adjusted quickly based on the performance data.

7. Lets see how we can structure Campaign
Campaigns:
Top -level organizational units with specific objectives( brand awareness , lead generation)
AD- Groups:
Subdivisions of campaigns , grouping together related ads and keywords.
Ads:
Individual advertisements with headlines , description , display urls.

8. Challenges we Face
Competition: Popular Keywords can have high competition ,leading to higher bid
costs.
Ad Fatigue: Users may become less comprehensive to ads if they see them too
frequently.
Budget Management : Advertisers need to carefully manage budgets to avoid
overspending.

9. Conclusion
PPC is a powerful and widely used digital advertising model that
offers precision targeting, measurable results, and the flexibility to
adapt campaigns in real-time. Success in PPC requires strategic
planning, continuous optimization, and a keen understanding of
the target audience.

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