Pay-per-click (PPC) is a type of advertising where a business pays money to have their website appear at the top of search results for particular keywords. Paid search results are clearly marked and have a much lower click-through rate (CTR) than organic search results, but are much easier to implement than an SEO campaign.
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How is the cost of a PPC pay-per-click ad determined?
As you can imagine from the name, pay-per-click ads are priced per user who clicks on the ad link. How much you have to pay is determined by a range of factors, but it involves a bidding process. In short, the more competitive a search term is, the higher the cost per click. Ad platforms are also likely to charge higher if you have a low click-through rate. The average cost per click is around $2.69.
Is pay-per-click (PPC) advertising part of SEO?
SEO is the process of “optimising” websites so that they naturally appear higher in organic search results. By definition PPC advertising is not SEO. SEO and PPC advertising can work together to achieve greater results than either process individually. SEO is most effective when used as part of a larger brand strategy.
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