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What is PPC? Pay per click is a version of digital advertising where you pay on your ad. PPC ads often appear above the organic results, giving them a valuable spot for getting clicks. SEO vs. SEM - screenshot of google results showing ads When someone clicks on one of these ads, the website owner pays Google a little bit of money. Like SEO, PPC has a few tactics that add up to a successful strategy. PPC keyword research In PPC advertising, you bid in an auction for the chance to get your ad shown on results pages.
  
The success of your bid depends on the dollar amount you’ve offered as well as the trustworthiness wedding photo editing service  of your website and its relevance to the keyword. So PPC keyword research is about finding the keywords to bid on that you can afford and that you have a chance to win. Bid strategy Your bid sets the price you’ll pay for each click you get from a paid search ad. The more you bid, the costlier each click but the better chance you have to win. There’s an art and science to bid management. That’s why most search platforms offer some form of automated bidding option.



Quality Score Your Quality Score is a big factor in how Google decides your cost per click which affects how much you pay to convert a search engine user into a customer. On average, the higher your score, the less your ads, and subsequent conversions, will cost. SEO vs. SEM - dot graph showing higher CPCs for lower quality scores. Your Quality Score is based on several factors, including Your click-through rate The relevance of the keywords you’ve chosen The quality and relevance of your landing pages The relevance of your ad’s text.