Who will see my PPC Ads?
Whenever someone uses the keywords you’ve used in your ads to search Google, Bing or another search engine, your advert should pop up to the side of the natural search results.
In order for ads to appear on the SERP, it is not as simple as paying more to ensure ads are more prominent than competitor’s ads. Ads are subject to what is known as the Ad Auction, a completely automated process that Google and other major search engines use to determine the relevance and validity of advertisements that appear on their SERPs.
The Ad Auction is a bidding system. Advertisers must bid on the terms they require to “trigger,” or display, their ads. These terms are referred to as keywords.
Once the person submits their search query, the search engine performs complex algorithm calculations that the Ad Auction is based upon. This determines which ads are displayed, during which order, and by which advertiser.
Since you’ve got to acquire each click on your ads, it’s imperative to only bid on keywords that are relevant to your business, so you’ll be able to make sure to manage ROI from ad spend. A keyword tool can assist you in finding the useful keywords to bid on, which are likely to drive sales or conversions and don’t seem to be too expensive.
Pay-per-click marketing is an advertising channel where you won’t pay for each impression or purely for ad placement. The actual bid amount may affect placement, but you will only pay when your ad is clicked by a user.
The most common PPC ad format appears on search results pages of search engines like Google or Bing. By placing them at the top of the search results page, your company has the opportunity to display your product or service, or even brand, in a relevant way.
Once your ad is live, you will want to see where and how it’s appearing on the search results page. Be sue to use the Ad Preview and Diagnosis tool to determine where your ad appears. By using this tool you are able to see the results as a Google search without acquiring any impressions and skewing your results.