Pay-per-click (PPC) ads don’t work in mysterious ways, even though they sometimes seem so. If you’ve been creating and managing your own PPC ad campaigns, you might be scratching your head if you don’t understand the finer points of PPC ads. But don’t worry, Actual SEO Media, Inc. is a Houston SEO company that can help explain why your ad campaign is or isn’t working the way you think it is (or isn’t).

How PPC Ads Show Up on Search Engines

Knowing more about PPC ads will help you better tailor your ad campaigns to suit your needs.

The Basics of Pay-Per-Click Ads

PPC ads are a popular model of online advertisements. With this model, the original advertiser has to pay an additional fee every time a user clicks on one of the ads, hence the name “pay-per-click.”

Although it might sound like it’s effective at first, it’s actually one of the most cost-effective online advertising methods that work well for large and small businesses. How is it cost-effective?

Think about it – if you have to pay a small fee every time a user clicks on an ad when the invoice comes around, you know exactly how much you spent on that ad. Is that not cost-effective? You know exactly how well or how not well that ad did, and you can make adjustments as necessary for your next ad campaign. Now, the matter is getting your ad in front of your target audience to reach your business goals for each campaign. But how do PPC ads show up on search engines in front of the right people?

This is Only the Tip of the Iceberg for PPC Ads

Every pay-per-click ad should have a list of “positive” and “negative” keywords associated with it. Having positive and negative keywords help set the parameters of which searches your ad will show up on. For example, your ad will be eligible to show up on keywords that you’ve set as positive while staying away from the ones you set as negative.

How PPC Ads Show Up on Search Engines

Learn more about how your PPC ad campaigns work before you start up another one.

Of course, even if you properly set the parameters of your campaign, it doesn’t guarantee your ad’s spot on the search engine result pages (SERP). Every Google Ad goes through an “Ad Auction.” These auctions are part of an automatic process the search engines use to determine whether or not a PPC ad will show up when someone searches a related keyword.

A Houston SEO and PPC expert can help you tailor your positive and negative keywords for your ad campaigns. At Actual SEO Media, Inc., our PPC experts can conduct keyword research for you.

Call our main office today to schedule a free consultation. We might be physically based in the Houston area, but that won’t stop us from helping you with your PPC ads.