How does Google Pay Per Click Work?

If you’re familiar with online marketing, then you know how important good ranking on search results pages is. The only problem is that getting high ranking on Google organically isn’t easy. It takes a lot of hard work and requires a lot of patience. If you’re not an SEO expert, you’re probably at the end of your tether.

However, there is good news for you. With Google’s pay-per-click platform, AdWords, you can get ahead of the competition with much less effort and in a shorter time.

Why Google’s PPC Campaign Works
Google AdWords offers an easy way for businesses to get higher visibility by having their results listed alongside search results for relevant keywords. The ads are presented in formats that are similar to the organic search results. The two top ads are placed at the top of the search results. The other ads are listed on the right side of the search results page. The only difference between the ads and the search results is the little yellow ‘ad’ sticker that is included in the listing.

Having your ads listed alongside search results for relevant keywords increases your visibility to your target audience. Users don’t have to put up with irritating pop up or banner ads. Many appreciate the subtle ad listings on search results pages. With millions of users on Google daily, you will have access to a greater audience than you ever imagined.

How AdWords Works
AdWords uses various factors to determine what and how ads are listed on search engine results pages. These include:
  • Keywords
The keywords you choose will determine which search results pages your ads will appear on. Your ads will only appear on search results pages related to the keywords you chose.
  • The bid
The bid is the amount the advertiser is willing to pay per click on the ad. Bids are entered in an auction. AdWords gives priority to the highest bids when determining ranking.
  • Relevance
AdWords will also determine how relevant your ad is to the user e.g. if you’re a plumber in Baltimore, your ad will be relevant to the residence of Baltimore and not a man in India.
  • Landing page
AdWords also determines ranking based on the quality of the landing page. It is therefore important for advertisers to optimize their landing pages based on the results they want from their campaign.

You have complete control over your budget. You therefore spend as much or as little as you want.


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