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  What is influencer marketing? At a fundamental level, influencer marketing is a type of social media marketing that uses endorsements and product mentions from influencers–individuals who have a dedicated social following and are viewed as experts within their niche. Influencer marketing works because of the high amount of trust that social influencers have built up with their following, and recommendations from them serve as a form of  social proof  to your brand’s potential customers. Social influence Most discussions of  social influence  focus on social persuasion and compliance. [4]  In the context of influencer marketing, influence is less about arguing for a point of view or product than about loose interactions between parties in a community (often with the aim of encouraging purchasing or behavior). Although influence is often equated with advocacy, it may also be negative. [5]  The  two-step flow of communication  model was introd...
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WHAT IS PAY PER CLICK ADVERTISING

 

What Is Pay-Per-Click Advertising?

PPC is an online advertising model in which advertisers pay each time a user clicks on one of their online ads.

There are different types of PPC ads, but one of the most common types is the paid search ad. These ads appear when people search for things online using a search engine like Google – especially when they are performing commercial searches, meaning that they're looking for something to buy. This could be anything from a mobile search (someone looking for "pizza near me" on their phone) to a local service search (someone looking for a dentist or a plumber in their area) to someone shopping for a gift ("Mother's Day flowers") or a high-end item like enterprise software. All of these searches trigger pay-per-click ads.

In pay-per-click advertising, businesses running ads are only charged when a user actually clicks on their ad, hence the name “pay-per-click.”

Other forms of PPC advertising include display advertising (typically, serving banner ads) and remarketing

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How Does Pay-Per-Click Advertising Work?

In order for ads to appear alongside the results on a search engine (commonly referred to as a Search Engine Results Page, or SERP), advertisers cannot simply pay more to ensure that their ads appear more prominently than their competitor’s ads. Instead, ads are subject to what is known as the Ad Auction, an entirely automated process that Google and other major search engines use to determine the relevance and validity of advertisements that appear on their SERPs.

Need help with your PPC ad campaigns? Check out our free, beginner's guide to Google Ads

How Keywords Work in Pay-Per-Click Advertising

As its name implies, the Ad Auction is a bidding system. This means that advertisers must bid on the terms they want to “trigger,” or display, their ads. These terms are known as keywords.

Say, for example, that your business specializes in camping equipment. A user wanting to purchase a new tent, sleeping bag, or portable stove might enter the keyword “camping equipment” into a search engine to find retailers offering these items.

At the moment the user submits their search query, the search engine performs the complex algorithmic calculations that the Ad Auction is based upon. This determines which ads are displayed, in which order, and by which advertiser.

Since you have to pay for each click on your ads, it's imperative to only bid on keywords that are relevant to your business, so you can be sure to get ROI from your ad spend. A keyword tool can help you find the right keywords to bid on that are both likely to drive sales or conversions, and are not prohibitively expensive.



Master Pay-Per-Click Advertising with WordStream Advisor

WordStream Advisor takes the headache out of pay-per-click advertising. With the 20-Minute PPC Work Week system, you can discover new opportunities, optimize your account, and adjust your ad spend to align with your paid search goals.

WordStream Advisor’s automated alerts will notify you of areas in which immediate action can be taken to yield better results, and make suggestions on which areas of your account can be improved. WordStream Advisor will allow you to:

  • Discover new keywords
  • Create logically organized ad groups
  • Identify negative keywords that could be wasting your ad budget
  • Improve your ad copy
  • Create compelling, relevant landing pages

WordStream is a pay-per-click advertising agency that can help you achieve your pay-per-click advertising goals. To find out how, try our free AdWords Performance Grader Plus to assess the strength of your AdWords account, or get access to a free trial of WordStream Advisor and discover how much easier paid search can be.

                  




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