Pay-per-Click Basics and Definitions
The cycle of PPC optimization and management starts with goal setting. It then proceeds
to a number of tasks: choosing keywords, creating ad groups, writing ad copy,
creating landing pages, and making bids. The last step consists of continuously
tracking and optimizing all of these elements to hone the targeting, message, and
performance of your advertising (see Figure 3-1).
When setting up an ad campaign, you’ll choose keywords, on-page ad location, language,
and network settings to aim your campaign at your “target”searchers. Thus,
when someone searches in the right location, using the language and keywords that
you specify, the search engine will show your ad. The location of your on-page ad is
determined by several factors: your bid, the relevance of the query to your ad, the past
performance of the matched keyword, and the past performance of your account.
Ads are sometimes called creative’s. Although PPC advertising spans several formats,
including text, images, video, local businesses, and mobile text, this chapter will
focus on the most common type, text ads.
Ad groups are the sets of keywords and keyword phrases that you can manage as a unit.
Landing pages are the destinations for the ads. This is where the user lands after
clicking on the ad. In practice, landing pages can be expanded to include a larger
group of pages that work together to convert visitors to buyers. Such larger page
groups are sometimes called conversion funnels. These pages need to have information
relevant to the incoming keywords and clear calls to action to motivate the visitor
to act to fulfill the goal of the campaign.
Bids are often called maximum costs per click (or maximum CPCs). The bid you submit
for a keyword is the most you will pay to get traffic. PPC programs use a type
of auction that is like a second-price sealed bidding system with private values.
These types of auctions are difficult to bid successfully because you usually have
incomplete information.
to a number of tasks: choosing keywords, creating ad groups, writing ad copy,
creating landing pages, and making bids. The last step consists of continuously
tracking and optimizing all of these elements to hone the targeting, message, and
performance of your advertising (see Figure 3-1).
When setting up an ad campaign, you’ll choose keywords, on-page ad location, language,
and network settings to aim your campaign at your “target”searchers. Thus,
when someone searches in the right location, using the language and keywords that
you specify, the search engine will show your ad. The location of your on-page ad is
determined by several factors: your bid, the relevance of the query to your ad, the past
performance of the matched keyword, and the past performance of your account.
Ads are sometimes called creative’s. Although PPC advertising spans several formats,
including text, images, video, local businesses, and mobile text, this chapter will
focus on the most common type, text ads.
Ad groups are the sets of keywords and keyword phrases that you can manage as a unit.
Landing pages are the destinations for the ads. This is where the user lands after
clicking on the ad. In practice, landing pages can be expanded to include a larger
group of pages that work together to convert visitors to buyers. Such larger page
groups are sometimes called conversion funnels. These pages need to have information
relevant to the incoming keywords and clear calls to action to motivate the visitor
to act to fulfill the goal of the campaign.
Bids are often called maximum costs per click (or maximum CPCs). The bid you submit
for a keyword is the most you will pay to get traffic. PPC programs use a type
of auction that is like a second-price sealed bidding system with private values.
These types of auctions are difficult to bid successfully because you usually have
incomplete information.
Filed under: pay per click | Tagged: basics of pay per click, how to ppc, pay per click, pay per play
