Main platforms of the PPC

Now, let us look at the main platforms where Pay Per Click is active as a digital marketing agency.

Google Ads

Google Ads is the largest Pay Per Click platform which runs along with the platforms like Google, Search Partner sites and Display Network sites. The platform of Google Ads was launched in October 2000. Ever since the year 2000, Google Ads has gone through several iterations.

Microsoft Advertising

Just like how Google Ads shows the advertisements on Google, similarly the platforms like Microsoft Advertising which shows the ads on platforms like Yahoo and Microsoft as well. The major keyword of this platform is Microsoft advertising and if we look into the data we will find that there have been over 137 million searches on the unique desktop on the Bing Network.

You have heard of the word “Keywords”; let us look at its account structure. The keyword used is always attached to a matching search and type which the users search for; there are actually seven types of keywords match types –

● Exact

● Exact (Close Variant)

● Phrase (Close Variant)

● Phrase

● Modified Broad

● Broad (Session Based)

There are also negative keywords along with the positive ones. These negative keywords are usually used to remove unqualified traffic from the site. If a company is selling high end products, words like bargain and cheap can be termed as negative keywords.

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