What is pay per click?

When we talk about pay per click, we refer to a type of online advertising space purchase based on paying only for the clicks received.

This kind of advertising campaign, sometimes, is also called Keyword Advertising, since it is essentially based on user searches.

In fact, when users search for something on a search engine, the results most in line with what they are looking for will be among the first ads displayed in the SERP (which stands for Search Engine Results Page).

As already mentioned, pay per click is based on having to pay only for the clicks received.

How a pay per click campaign works

Let's take a closer look at the rules it is based on and who the key players are.

This type of campaign generally takes place on the web and is created and carried out by a company or corporation. In this case, we're talking about an advertiser.

The publisher is the search engine, website, or even social network (FACEBOOK, INSTAGRAM, etc.) that hosts the ads of the advertiser promoting the particular campaign.

For every click received from users clicking on that banner, on that ad, or in those search results generated, the advertiser will pay a certain rate to the publisher.

What are the benefits of pay-per-click campaigns?

Essentially, pay-per-click campaigns offer tremendous savings for advertisers, who only have to pay when users click on their ads.

This allows for significantly containing the costs of an advertising campaign without having to spend resources to intercept potential users interested in viewing that ad.

This is because it is the users themselves who click on the ad at the moment they perform a search on the internet.

In conclusion, it can certainly be said that integrating pay per click activities into one's marketing strategy can only bring benefits in the medium-short term.