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How PPC Advertising works and why should I invest on it?

ppc marketing 2

What is PPC Marketing?

Pay-per-click Marketing or PPC advertising, is a way of online advertisement in which advertisers pay every time a user clicks on their ads, which appear in search engines or other websites. This technique is used when an advertiser is interested in buying visits to his website instead of getting them organically. PPC strategies are of high interest since they can bring faster results than SEO and also they are perfect for sporadic or short-time campaigns.

There are different types of online paid advertising and this is why it is important to not be confuse by the different models since the payment is made by other actions such as for thousand impressions of our ads (CTM) or payment for an action (CPA and could be, for example, a product sale)


You can use a PPC model on search engines such as Google, Yahoo, Bing or Yandex. Although here is a complex strategy behind each sponsored ad we see on a search engine it is very simple to get started and totally worth it.


Why should we invest in this kind of online marketing advertising?

It is of great interest to use PPC marketing campaigns since theses offer us the chance to advertise our products and services to those users who are looking for similar products or services right at the same moment they are performing a search. Aditionally, we can target our audience in a quite precise way and create very personalized ads which will increase the chances that those users press on our ads.


ppc marketing

Sponsored ads on Google Adwords


Where to advertise?

Search Engines such as Google or Bing have specific platforms to create PPC campaigns.  Google Adwords is definately the best-known ppc plaform worldwide. Adwords works under a PPC model in which you can bid on keywords and then through an auction with the rest of your competitors Adwords assign the position of your ad. Therefore, in Adwords we will only pay every time a user clicks on our ads. This auction, considers a number of factors such as the maximum bid per keyword, the quality of the landing page etc.. in order to give your ads a rank.  In general, the more we segment our ads, the higher our quality and relevance will be. This is because the relevance between our keywords, ads and landing pages has to be the higher possible.

The great thing about these platforms is that they have IT departments which are available for us to solve our problems. Usually, we can contact them via phone, email or chat and if we have enough accounts in some platforms we can even get an account manager to whom we will always be in contact with.

Regading training, there is a lot of materia from each of the search engine PPC platform on the internet where we can find thousand of articles and videos with recommendations and tips.


We can as well become Partners of these platforms so we can get access to number of unique advantages such as customer portfolios  or specific trainings.



How does the auction of Google Adwords, Bing Ads, Yandex Direct… work?

As we said, there are different factors involved in positioning paid sponsored ads. The exact formula may differ from platform to platfomr but there are a number of factors that are always involved.


    • Maximum CPC– The maximum cost per click an advertiser is willing to pay for a keyword.
    • Landing page quality – It is of high importance to optimize your pages for all devices (desktop, tablet, mobile). Your landing page has to have a clear call to action and message. Furthermore, it is advisable that the landing page has a relation with the user search query.
    • Quality Score – The quality score is calculated by the relevance between keyword, landing page and the ppc campaings performance (CTR)


As a summary, the higher is the relationship between the search terms, ads and landing pages the higher the relevance will be. Here a useful video to undertand the auction process in on of the search engines platforms.


PPC platforms depending on your business goals

Dpending on your business goals, you might be interested on performing in one platform or another. If you have an e-commerce you might be interested on selling your products on Google Adwords,  Google Shopping and/or Bing Shopping .  If your target is located in countries such as Rusia or Ukraine then you might be more interested on advertising on Yandex rather than Google. Lastly, if you would like to promote your services on the USA or Uk then we might recommend you to work with Google Adwords and Bing Ads.


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