Google Ads (formerly Google AdWords): The largest and most widely used PPC platform, Google Ads allows you to display ads in Google's search results, on its vast network of partner websites (Google Display Network), and on YouTube. It offers a wide range of targeting options and ad formats.
Social Media Advertising (e.g., Facebook Ads, Instagram Ads, LinkedIn Ads, X Ads): These platforms allow you to display ads to users based on their demographics, interests, behaviors, and connections within the social network. They are particularly effective for brand awareness, audience engagement, and lead generation.
Understanding the strengths and reach of each platform will help you choose the right one(s) for your specific business goals and target audience.
Essential Terminology for PPC Beginners
Navigating the world of PPC requires understanding some key terms:
Keywords: These are the words and phrases that you bid on in search skype data engine advertising. When users search for these terms, your ads may appear.
Ad Rank: This determines the position of your ad in the search results. It's calculated based on your bid amount, Quality Score, and the expected impact of your ad extensions and other ad formats.1
Bid: The maximum amount you're willing to pay for a click on your ad.
Quality Score (Google Ads): A metric that assesses the relevance and quality of your keywords, ads, and landing pages. A higher Quality Score can lead to lower costs and better ad positions.2
Clicks: The number of times users click on your ad.
Click-Through Rate (CTR): The percentage of impressions that resulted in a click (Clicks / Impressions). A higher CTR generally indicates more relevant ads.
Cost Per Click (CPC): The actual amount you pay for each click on your ad.