PPC stands for Pay-per-click. It is basically an online advertisement for which you are paying on a basis of the number of clicks on your ad. There are many types of PPC ads but the most widely used is paid search ads.

These ads appear when a user is searching for a product, service, shop, or anything that your ad is targeting. Few things that trigger search ads are mobile search, local service search, any product search, or anything that is included in your ad copy.

How does it work?

The process of displaying your ad at the top might be more complicated than you think. Many people think that paying more or having more budget will get them at the top of the Google SERP. But that’s not how things work.

Every ad on the SERP is the part of an ad auction where Google determines the most relevant and user-friendly content to rank for a specific keyword. Not only Google but other major Search Engines also use the same automated process to determine the ranking position of an ad on SERP.

How do Keywords work in Pay-Per-Click Ads?

As you can understand by the name, Ad Auction is a bidding system. Advertisers need to bid on the term or keyword that they want to use to trigger their ad. But as we discussed above, the bidding amount is not the only thing that matters. Even if you have a high bid on your keyword, it won’t display at the top, if the content is not relevant. Sounds a little confusing? Yeah, that’s why there are PPC Management Company expertising in this sector of SEO. 

Every time the keywords trigger your ad, the other ads on the same SERP also go through a process after which Google determines the positions of the ads on the SERP.

Why PPC is important for online businesses?

Unlike other ad systems, PPC Search Ads let you get more relevant traffic. As the ads are triggered by a specific set of keywords, the users searching for them are already interested in a product or service similar to yours.

This way you receive a narrowed down traffic that is actually interested in similar products or services. PPC is important for an online business because it is one of the most effective ways of marketing. And as you are going to be receiving a targeted audience, there is a better chance of them buying your product or service.