How It Works
Digital ad networks extend to millions of websites and apps. To find the right customers and spread brand awareness across the web, Brafton’s PPC experts use keywords and relevant landing pages to target your ads.
PPC advertising platforms like Google Ads (formerly Google Adwords) and Facebook Ads provide tools for advertisers to assign goals and the scope of their campaigns. A bike shop in Bristol might limit the scope of its ads to local web users, while an e-commerce company would create multiple campaigns for various countries.
Once you create your ad campaign, it’s up to the platform you’re using to determine when your ads are shown to users. PPC platforms use complex criteria to determine which ads are featured for a given search engine results page (SERP) or on a user’s social feed. These criteria include:
- Maximum bid – the most you’re willing to pay for a click.
- Keyword, ad copy and landing page relevance to the search query.
- Landing page experience.
Quality Score – a metric Google calculates based on historical ad performance, click-through rate and a variety of other factors.
Striking the right balance between each of these components is critical for a successful click campaign. When you work with a PPC agency, your dedicated strategist will advise you on the keywords you target, the ad copy you write and the landing page users see after clicking on the ad. A knowledgeable PPC specialist can also advise you on how to properly use your ad spend to get the best ROI from your PPC budget.
The price paid for each click is determined by an algorithm which considers multiple factors in a fraction of a second to determine cost per click (CPC). Bidding algorithms assess factors like: