Vergelijk cursussen Reclame maken met PPC
Wat is pay-per-click-advertenties?
PPC is een online advertentiemodel waarbij adverteerders betalen elke keer dat een gebruiker op een van hun online advertenties klikt.
Er zijn verschillende soorten PPC-advertenties, maar een van de meest voorkomende typen is de betaalde zoekadvertentie. Deze advertenties worden weergegeven wanneer mensen online naar dingen zoeken met een zoekmachine zoals Google, vooral wanneer ze commerciële zoekopdrachten uitvoeren, wat betekent dat ze op zoek zijn naar iets om te kopen. Dit kan van alles zijn, van een mobiele zoekopdracht (iemand die op zijn telefoon naar 'pizza bij mij in de buurt' zoekt) tot een zoekopdracht naar een lokale dienst (iemand die op zoek is naar een tandarts of een loodgieter in zijn omgeving) tot iemand die op zoek is naar een cadeau ('Moederdagbloemen ') of een high-end item zoals bedrijfssoftware. Al deze zoekopdrachten genereren pay-per-click-advertenties.
Bij pay-per-click-advertenties worden bedrijven die advertenties weergeven alleen in rekening gebracht wanneer een gebruiker daadwerkelijk op zijn advertentie klikt, vandaar de naam 'pay-per-click'.
Andere vormen van PPC-advertenties zijn onder meer display-advertenties (meestal banneradvertenties weergeven) en remarketing.
Hoe werken pay-per-click-advertenties?
Om ervoor te zorgen dat advertenties naast de resultaten op een zoekmachine worden weergegeven (gewoonlijk een pagina met zoekresultaten voor zoekmachines of SERP genoemd), kunnen adverteerders niet simpelweg meer betalen om ervoor te zorgen dat hun advertenties prominenter worden weergegeven dan de advertenties van hun concurrenten. In plaats daarvan zijn advertenties onderworpen aan wat bekend staat als de advertentieveiling, een volledig geautomatiseerd proces dat Google en andere grote zoekmachines gebruiken om de relevantie en validiteit te bepalen van advertenties die op hun SERP's verschijnen.
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