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Pay-Per-Click (PPC)

Definition

Pay-Per-Click (PPC) refers to an internet advertising model where advertisers pay a fee each time a user clicks on their ad. PPC ads allow advertisers to target users based on specific keywords and demographics. The cost per click is determined through bidding, where advertisers set the maximum they are willing to pay for a click.

Pay-Per-Click (PPC) Relevance For SEO

PPC and SEO have a symbiotic relationship and work very well together. PPC provides fast results by driving targeted traffic to a website quickly. The keywords and landing pages used in PPC campaigns can inform SEO efforts by identifying high-converting keywords and pages to optimize. This helps improve organic rankings over time.

Likewise, SEO provides data on high-value keywords that convert visitors well. Bidding on these keywords in PPC campaigns increases relevance, lowers costs per click, and improves campaign performance. So both strategies complement and strengthen one another.

Brief Pay-Per-Click (PPC) History and Evolution

  • 1996: Planet Oasis launched the first PPC advertising model where companies like CNN paid for clicks/visits.
  • 1997: GoTo.com introduced a PPC auction model for search ads allowing advertisers to bid on keywords.
  • 1998: Advertisers paid up to $1 per click by mid 1998 due to GoTo’s model.
  • 2000: Google launches AdWords PPC platform, revolutionizing paid search ads.
  • Over time – PPC evolves with better targeting, formats, platforms like social media, and analytics.

Pay-Per-Click (PPC) Best Practices for SEO

  • Conduct thorough keyword research: Research keywords that are relevant to your products, brand, and audience. Identify high commercial intent keywords that indicate users are ready to purchase. These convert better.
  • Set specific campaign goals: Whether it’s clicks, conversions, or sales, set measurable goals. Continuously optimize campaigns towards these goals.
  • Design effective landing pages: Send PPC traffic to dedicated landing pages that match the ad copy and keywords. Include clear calls-to-action.
  • Monitor and adjust bids: Actively monitor performance data and adjust bids to balance traffic volume and conversion value. Set smart bidding strategies.
  • Use negative keywords: Add negative keywords to exclude irrelevant clicks and reduce costs. Identify these by analyzing search query reports.
  • Expand to the Display Network: Run PPC ads on the Display Network to reach more audiences. Target placements related to your business.
  • Integrate PPC and SEO data: Share data between PPC and SEO teams. Identify successful keywords and landing pages to further optimize.