What is PPC Advertising? Explain the advantages and the difference from listing ads.

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What is PPC Advertising

What is PPC Advertising? Explain the advantages and the difference from listing ads.

PPC advertising is a general term for ads whose fee structure is PPC, that is, “pay-per-click ads” that are charged each time an ad is clicked. This article discusses the types of PPC ads, including listings, and their advantages. For more information contact SEO Company Canada.


PPC advertising by SEO company Canada has the benefit of being affordable and straightforward to utilise. No matter how frequently you see a PPC ad, you never pay unless you click on it. Compared to the impression-based type, which is charged based on the number of impressions, it is an efficient advertisement that can surely obtain the result of the number of clicks.

Since it can be operated in-house according to the budget, it is relatively easy to publish. You can also set a monthly or daily budget limit so you don’t spend too much on advertising.

Types of PPC advertising

Listing advertisement

Listing ads are “search-linked ads” that are displayed in conjunction with search results on search engines such as Google and Yahoo!. This is a text advertisement related to the search result, which is displayed with an advertisement at the top or horizontal frame of the search result page. It will be a PPC ad that will only be charged when clicked.

Display advertising

Display ads are ads that display videos, images, or text in the inventory of websites and apps. It is often delivered to multiple media through an ad network (a network of multiple advertising media). For many display ads, you can choose to pay for impressions (billing by impressions) in addition to pay-per-click (PPC advertising).

SNS advertising

In Facebook ads, Instagram ads, and Twitter ads, in addition to click billing (PPC ads), there are other types of billing, such as impression billing and engagement billing (billing for actions such as likes, shares, and comments), depending on the purpose of promotion. 

Which do you choose pay-per-click (PPC) or cost-per-click (CPM)?

For display ads and SNS ads, you can choose cost-per-click (CPM) in addition to PPC, but what should you choose based on? 

What is CPM?

CPM stands for Cost Per Mille, which means 1,000 in Latin, and refers to the cost of displaying a web ad 1,000 times. CPM is sometimes referred to as an ad type that is charged by impressions, and when it comes to CPM billing, it is synonymous with impression billing. For CPM-based ads, ad costs and clicks are not related, so the higher your CTR, the lower your cost-per-click.

CPM-based advertising is suitable for increasing awareness and branding.

CPM-based ads are delivered to maximize impressions, making them suitable for a wide range of users to increase awareness and branding of their products and services. Even websites with a lot of visits, where pay-per-click advertising costs too much, can be placed at a relatively low cost.

PPC advertising is suitable for approaching the actual and latent layers

On the other hand, PPC advertising by SEO Company in Canada is suitable for approaching the actual and latent layers. The actual people are those who already know about the product and are collecting information or making a comparative study by considering specific actions such as purchasing or requesting materials. The latent layer comprises people who have no knowledge of the product and have not considered it concretely but are interested in the product and surrounding genres and would like to know if there is information.

With listing ads, you can direct users collecting information on products and services using search engines, users comparing products, and users interested in the product genre to your site. 

How to improve your quality score

The “quality score” in Google Ads is an index that evaluates the overall quality of ads, keywords, landing pages, etc. “Estimated click rate, ad relevance, and landing page convenience (1 to 10 grades) are determined by three factors. Let’s explain them one by one.

Estimated click rate

Estimated CTR represents the likelihood of being clicked when your ad is displayed. This score is calculated based on the past clickthrough rate of your ad. Here, it’s crucial to have engaging advertisements that users want to click on. Specifically, the point of the estimated click rate will increase because the advertisement text has its own appeal and includes a bargain selling price.

Ad relevance (for listing ads)

Ad relevance is a metric that applies only to paid listings and shows how well your keywords match the messages in your ad.

Be sure to include keywords in your ad text to make your ad more relevant. Then, devise grouping (grouping of keywords). By accumulating a lot of achievements, you can improve the quality of your ads, so registering one ad group will also give you a higher quality score.

The convenience of a landing page

It shows how useful the landing page content is to the user who clicked on the ad. Factors such as the relevance of the landing page content to the user’s search terms and the ease of interacting with the page are taken into account.

Take advantage of cost-effective PPC advertising.

PPC advertising is a general term for pay-per-click advertising. It’s a cost-effective PPC ad because you don’t have to pay for it until it’s clicked, but because the position is determined by auction, the cost per click will increase for highly competitive keywords. In order to achieve results while keeping unit prices low, it is necessary to look at the quality score and raise the ad rank. Improve your ad content and landing pages to make your PPC ads even more efficient.

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