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What is a PPC?

This is why it can be confused with CPC or Cost Per Click (specific to keywords and campaigns), with SEM (search engine marketing) and with Google AdWords, which is the best known PPC-SEM platform.

Some of these platforms also have cost options for every thousand impressions. Thus, you will be charged an amount for every thousand times it is seen or generates a reaction.

Then, on a PPC platform, you place an ad and pay only each time a user clicks on it.

If we compared it with a book, a website would be the entire book and a web page of that website would be a chapter of that book; it would be a chapter and not a book page because it is often necessary to scroll down on the screen to see the entire content of a web page, just like in a book you scroll through several pages to see the entire content of a chapter.

The simplest way to explain what PPC is is through an example:

If your company wants to advertise on the Internet, you hire a campaign in some online medium or web platform using the PPC mode, so that every time a user clicks on your ad, you get a predetermined amount of money; The price paid for each user who enters your website through this ad is called cost per click. The idea is to buy visits to the site that you want to promote instead of waiting for them to arrive organically and the purpose is to get new customers for your products or services, looking to increase sales. The important thing is that it will only be paid when the ad is actually clicked. If it was only deployed and did not obtain results, the cost will be zero.

In the case of Facebook, companies agree on a price per click with the platform and determine a group of people whose ads will appear based on different segmentation criteria such as location, language, gender and interests. The most popular PPC platform in the world is Google Adwords, these are the ads that are displayed above and to the right in the results of this search engine to users who searched for keywords related to marketing campaigns. Google is responsible for selecting which advertisers will appear in the results of each search based on an auction and an algorithm that qualifies the ads according to their effectiveness and relevance in relation to the term that has been searched. s

What are the benefits of PPC marketing?

The main advantage is that it is a type of direct marketing, where you only pay for real results, that is, when a user clicks. In addition, in the case of platforms such as Adwords, we can place our products directly in front of interested people who are looking for them, who are users with a high propensity to buy.

PPC Marketing reveals important information about the effectiveness of an ad: it is easy to measure the attention and interest that is generated through the number of clicks made on the deployments or impressions that have been obtained. The campaign can last a short time and if something does not work, it is always allowed to make changes on the fly, optimizing ads and adjusting the budget.