Pay Per Click

PPC is a pay-per-click (click-through) model for advertising and promotional services, in which the customer pays only for the clicks (conversions) to the website through the advertising link. PPC advertisements are primarily successful on affiliate websites and search engine landing pages. A little less often - in social networks. Usually, the ad consists of a headline, an active link to the advertiser's website and a short exact description of the product (this is the text of the ad). Ad links can be placed at different positions on the search engine page. Accordingly, PPC is contextual advertising on Facebook, a Google affiliate network. With the right approach and choice of promotion channels, pay-per-click increases the conversion rate of the website. If you show your ad only to the target audience, the clicks will be made by those who are interested in the product being promoted. Consequently, the chances of receiving a lead are higher.

Clicks only exist on the internet, so the PPC model is used exclusively within internet marketing. Banners are placed everywhere: in search engines, various networks (affiliate networks, teasers, etc.), websites, etc. The main purpose is to attract as much traffic as possible. What for? To "pull" the user into the sales funnel. If a person clicks on an ad, he is interested in it. That is, the purchase is much closer to him than someone who simply looked at the banner and went about their business.

The PPC payment model is most widespread in contextual advertising. Slightly less so in SMM (Social Media Marketing). Sometimes used in SEO (payment for traffic).

In context, all search ads are paid by the Pay per Click model. Part of the advertising appearing in contextual media networks (on partner sites) is also paid according to this principle.

In SMM, about half of all advertising is paid per click. This mainly applies to promotional posts in the news feed and posts in the stories. Ads in communities and banners are predominantly paid on the CPM model.

In SEO, payment for traffic is used along with payment for positions, leads and monthly (subscription) fees.

It is very easy to imagine internet advertising in practice because it is all around us. You just have to go online and look at a few websites, and you will see a huge number of advertisements. They are placed by advertisers using special systems.

A PPC specialist's job is to manage advertising campaigns. This is a fairly narrow focus. It is often the person in charge of contextual advertising who has been given additional responsibilities. He manages campaigns on different sites, experiments with pricing models, etc. to achieve the best efficiency. What other tasks does he perform?

Such a specialist may be full-time or part-time. A full-time person should be hired if the work involves the sale of multiple products.

PPC requires special skills to be effective. The specialist must understand the market, the tools and the systems within which the advertising campaign takes place. Constant analysis of advertisements is necessary to get the most interested audience. The success of the advertising campaign depends directly on the skills of the specialist.