PPC (pay-per-click)
DefinitionPaid Media
PPC (pay-per-click)
Buying traffic by paying only when someone clicks, with search advertising as the archetype: bidding on the words people type when they want something. The channel of captured intent - unbeatable for harvesting demand, incapable of creating it, and priced accordingly as competitors bid for the same finite clicks.
Evidence from the library
Performance advertising mostly directs people to brands they have already chosenPrinciple"Paid search makes activation work better - but that leaves you with the hard job: everything that happens in the two to three years before people Google things. That's the brand job. It's the final frontier." - Les BinetQuote35%Click-based attribution sends a third of spend to sales that would have happened anywayWarning17% / 10% / 6%Paid search and email are the strongest activation channels, well ahead of DRTV and SMS.StatA YouTube ad click pauses the video, so its conversions surface later as brand search and direct traffic - without a lift study the ad looks like it failed.Principle
Source
Marketing Definitions
standard search advertising practice
More from this source
DefinitionShare of voice (SOV)DefinitionExcess share of voice (ESOV)DefinitionReachDefinitionFrequencyDefinitionBrand buildingDefinitionSales activationDefinitionBrand liftDefinitionIncrementalityDefinitionAttributionDefinitionMarketing mix modeling (MMM)DefinitionShare of searchDefinitionHalo effect