Search Engine Marketing (SEM) is a digital marketing strategy used to increase the visibility of a website in search engine results pages (SERPs). While it includes SEO, it is most commonly associated with paid advertising, also known as Pay-Per-Click (PPC).
What is PPC?
PPC is a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. It’s a way of buying visits to your site, rather than attempting to “earn” those visits organically through SEO.
One of the most popular forms of PPC is search engine advertising, where advertisers bid for ad placement in a search engine’s sponsored links when someone searches on a keyword that is related to their business offering.
The PPC Auction System
When a user performs a search, the search engine runs an auction to determine which ads to show and in what order. The auction takes into account two main factors:
- Bid: The maximum amount an advertiser is willing to pay for a click.
- Quality Score: A metric that measures the quality and relevance of your ads, keywords, and landing page.
The advertiser with the highest Ad Rank (a combination of bid and Quality Score) gets the top ad position.
Key Components of a PPC Campaign
A successful PPC campaign has several key components:
- Keywords: The words and phrases that you are bidding on.
- Ads: The text or images that are displayed to users.
- Landing Page: The page that users are sent to after they click on your ad.
- Campaign Structure: The way you organize your keywords, ads, and ad groups.
By understanding these key components, you can create a PPC campaign that is both effective and cost-efficient. Learn more about my PPC marketing services in Nepal.
