Pay per click advertising
PPC advertising is a way to attract traffic to your website and pay the publisher every time your ad is clicked. When you search for something on Google and the links that have ‘Ad’ written next to them, they fall under the category of PPC marketing.
The company has a cost to bear every time you click on it. You can see it as a charge that the company gives to the search engine or any other platform where they are showing their ads and getting clicks from the audience.
Advertising services like Google Ads and Bing Ads operate with real-time bidding where advertising inventory is sold in a private auction using genuine data.
Depending on the keyword match types they use, advertisers can match search queries accordingly.
For instance, advertisers can pick to match keywords with search query exactly or to allow for variations such as different word order, different spellings, or the addition of other words as well.
Some channels where you can use PPC are:
Paid ads on Facebook: PPC is when you stumble upon ‘Sponsored Ads’ when you are scrolling through your Facebook. Users can pay to have their ads included in a video, image post or slideshow which Facebook will publish to the newsfeeds of people who matches the business's audience.
Twitter Ads campaigns: A company can pay to place a series of posts or profile symbols to the news feeds of the specific audience which is devoted to achieving a precise goal for your business like traffic, engagement, app download, etc.
Sponsored Messages on LinkedIn: The Company can pay to send messages directly to specific LinkedIn users based on their industry.