In online advertising “pay per click” refers to a pricing method by which advertisers pay for clicks on their ads. It is a ‘fair’ and efficient type of advertising.
At the end of the day, isn´t it fair to pay just for the clicks and not for the number of times an ad is displayed? One of the keys for successful pay per click advertising will be to show ads to users when they will be relevant to them due to:
- Their perfect fit to the semantic of the specific search queries made by users
- The power of contextual technology on the web content consumed by users
- Behaviour and interests of the same
All paid traffic Google channels use the pay per click advertising method. Other search engines such as Bing/Yahoo, Yandex (Russia) and social networks such as Facebook, Twitter, Instagram or LinkedIn also use the pay per click method on their different advertising programs.
The advertiser can decide how much to pay per click (Maximum CPC), how much to invest per day (Campaign Daily Budget), increase or decrease the budget at any time.
Google AdWords is one of the biggest and most successful advertising platforms and it adapts well to advertisers of all sizes. So where can ads be displayed? If offers several options:
- Text Ads on Google search engine itself (SEM Advertising or Search Campaigns)
- Product Listing Ads (PLA) – Shopping Advertising ot Shopping Campaigns
- Text and Image Ads on webpages and web applications (Display Advertising or Display Campaigns)
- In-Stream Video Ads (YouTube Advertising or YouTube True View Campaigns)
- All of the above (text, image, PLAs, etc.) through the Remarketing Advertising programs, which allow to show ads to users who have previously visited our website, as well as similar audiences.