PPC – Pay per click, what does it mean and why do we implement it in Digital Marketing?

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Keep reading especially if you’re looking for an apprenticeship in Digital Marketing in the field of Search! Great resource if you’re job role is a Search Account Executive.

A laptop showcasing a Google search page, to be used as a header image on a keyword research article.
Google is the most used search engine for users. It differs between 90-95% every year in being the user’s preference when searching.

What is PPC?

Pay per click (PPC) search ads, you’ll only pay when your ad gets results. This means that only when your ad is interacted with by a user, only then will there be a cost. It means that everyone has an opportunity to publish ads. However, there are core differences between what makes an ad and what makes an excellent ad. This is based on how the ad performs based on its metrics.

What are the metrics to consider when creating an ad?

Metrics are the core of PPC ads. It explains the narrative of the ad and gives an insight to the ad creator on improvements and more. There are many platforms by Google that these metrics can be found on. These include Google Ads, Search Ads 360 and Google Data Studios. The ad is created on Google Ads.

These are some of the core metrics and its formulas:

Ad Rank: A value that’s used to determine your ad position and whether your ads will show at all. The advertiser with the highest score gets the highest position. Quality score x max Cost per click bid = Ad Rank

Average CPA: The average amount you’ve been charged for a conversion from your ad.

Average cost-per-click: calculated by dividing the total cost of your clicks by the total number of clicks.

Cost-Per-Click: The amount you will pay for a single click on your ad.

Impression: The number of times an ad has been shown.

Maximum CPC Bid: A bid that you set to determine the highest amount that you’re willing to pay for a click on your ad.

These are some of the metrics we use in PPC. It’s important to understand the definition of these so that you can adjust your account improvements.

Why do we implement PPC in Digital Marketing?

PPC ads are extremely effective. They are very common and are predominantly used in digital marketing.

Majority of brands display PPC ads for visibility and awareness so its a transferable skill for apprentices to use in and outside of their job role.

Its constantly developing with time. Google Ads always has updates on the software which are according to current needs and will be relevant in digital marketing.

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