A brief presentation on Pay Per Click (PPC) advertising functions

1. PAY PER
CLICK
ADVERTISING
THANASISPAPAPOSTOLOU
AUGUST 2016

2. PPCADVERTISING
SEM
SEOPPC
CONTEXT

3. PPCADVERTISING
Pay Per Click (PPC) is an internet advertising
model designed to direct traffic to websites.
With PPC the advertiser pays the publisher a
fee each time their ad is clicked.
DEFINITION

4. PPCADVERTISING
The most common
form of PPC ads are
displayed in search
engine result pages
(SERPs)
PLACE

5. PPCADVERTISING
Websites with relevant content Social Media Platforms
PLACE

6. PPCADVERTISINGHOW IT WORKS
1
2
3
Advertisers Pool

7. PPCADVERTISING
Keyword Search
CAMPAIGN DESIGN & STRUCTURE
Budget
Campaign Structure
Campaign
Ad Group Ad Group
Ad
Keyword
Keyword
Keyword
Ad
Keyword
Keyword
Keyword

8. PPCADVERTISINGGOALS & METRICS
Impressions
Clicks
Click Through Rate (CTR) = Clicks /
Impressions
Cost Per Click (CPC) = Total Cost / Clicks
Conversions
Quality Score
ROI

9. PPCADVERTISINGOVERVIEW
Instant results
Total control over campaign & budget
Targeted
Pay only for performance
Low entry costs

10. PPCADVERTISINGGOALS & METRICS
Thank you !