PPC is a pay-per-click advertising model.
The active development of marketing leads to the creation of new abbreviations. Often they come to us from the west and are difficult to decipher. PPC is one of them, already familiar to many webmasters and Internet advertising professionals. Three words encrypted with three letters ‐ Pay per Click, translated means «payment per click». Literally, this means that an advertiser pays a search engine or any other system for a certain person to click on an ad and visit a website.
Pay‐per‐view has been widely used in the past. Rather, for 1000 impressions, but over time, with the development of tools, as well as the evolution of people's behavior on the network, new approaches have appeared. Among them is PPC. For many, it was and remains the most objective tool.
It is often said that PPC is contextual advertising. It is wrong. Contextual advertising can work on a PPC model or on another model, such as CPA (pay per action) or CPM(T) (pay per 1000 impressions).
In advertising, PPC is a pay‐per‐click model. This model is mainly used in Internet marketing, since clicks are made only on Internet advertising. Ads can be placed anywhere: in search engines, social or teaser networks, on sites and partner networks that allow it. It is mainly used to attract visitors to the website and other user networks.
It is very easy to imagine what Internet advertising is, because it surrounds us as soon as we go online. When browsing websites, spending time on social networks and watching videos, we are surrounded by advertising. All this is placed by advertisers through special systems and paid according to the selected model. If the PPC payment model is selected, the ad can be shown multiple times, but the advertiser will be charged when the user clicks on the ad and visits the website.
CPC and PPC ‐ what is the difference
As you already know, PPC is a pricing model, and CPC is the price an advertiser pays for each specific click. It can be rigid or flexible. Flexible pricing policy is typical for social networks and search engines. The final cost of a click always depends on the competition at the moment when the Internet user clicks. It also depends on the quality of the ad and the page the user lands on. Each of the systems has its own quality assessment criteria, so you need to approach them individually.
However, a pay‐per‐click model cannot be considered effective based on CPC alone. The lower the cost per click, the better, but the criterion is always return on investment. We will not go into the details of the analysis of this indicator, but you should understand that the goal of any PPC company is to reduce CPC as much as possible, get targeted traffic, high conversion and high return on investment.
PPC Specialist ‐ manages advertising companies. In fact, such a narrow specialty does not exist. Often this is a contextual advertising specialist, which involves managing advertising companies on different platforms, using different pricing models to achieve the best results. For this he:
• understands various advertising tools;
• closely communicates with the sales department and, together with them, determines the priority categories of goods for sale on the Internet;
• creates advertising companies, configures them depending on the features of the system;
• monitors companies, analyzes and constantly works to improve their performance.
PPC specialist can be full‐time, if the company is large and involves the sale of a large number of products, or freelance.