How Pay Per Click (PPC) Works :
Pay-per-click (PPC) advertising is a broad category, which includes a wide variety of platforms and mediums. However, most kinds of PPC ad campaigns can fit into one of two categories: Google Ads and Social Media Advertising.
Google PPC Ads
How does PPC work on Google Ads? In a PPC campaign, you pay Google however much you wish to have them list ads for your site at the top and right of the organic search listings. When someone clicks on your ad, you pay the current Cost Per Click (CPC) from your budget. Once your entire budget has been depleted, Google ceases to run your ads until you replenish your fund. There are several different types of Google Ads, including Search Ads, Local Search Ads, Display Ads, and Remarketing.
Google Search Ads are perhaps the most commonly recognized form of pay-per-click advertisements. These ads are displayed above or beside Google search results in response to what a user searches. So, if someone searches for the product or service you offer, your ad can be the first thing they see; but, through the PPC model, you only have to pay when they click on that ad.
To set up a Search Ad campaign, you simply have to write your ad copy, select the keywords you want to be shown for, and then set your daily budget. Of course, getting the most out of your ads isn’t quite so simple; there is an intensive process of management and fine-tuning to make sure you are getting the best possible return on investment (ROI) for your ad. We’ll discuss some of those factors later on in this blog.
Local Search Ads
Local Search Ads are not a separate type of PPC advertisement; rather, they are a specialized subset of the standard Search Ads. These location focused ads can target users searching for businesses or services near yours on Google or Google Maps. Like Search Ads, they are charged on a cost-per-click basis
By default, Google Ads will set your campaign life nationally. If you are a local business, ship to a specific area, or provide service (only) to a specific geographic location, it is a best practice to customize your Location Targeting in Google Ads.