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.”
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My favorite approach to for this is utilizing extensions. The Google Tag Assistant for Chrome is easy to use and understand. It’s not perfect but it does quickly alert you to issues that are worth digging in to further. There’s also a Google Analytics Debugger extensions with provides a similar service focusing on GA tracking specifically. Similarly Facebook has rolled out the Pixel Helper extension, which can aid in diagnosing tracking for FB.
A weekly review of a search term report can reveal specific inefficient queries, as well as general search themes with low-performing or irrelevant content. I’m also a strong proponent of keyword lists that can be applied across all campaigns, such as Current Events, Post-Conversion Language, or Brand Term variations (to be applied to all Non-branded campaigns).
In a word, yes. If you’re in a highly competitive industry, you are potentially losing sales from others getting their ads above your organic listings. And if you are in a low-competition field, you may not see much activity, which means it didn’t do any harm.