If you are using any form of PPC to market your business online, you know that you are paying for clicks. It is good to know exactly what is a click.
In terms of PPC marketing the definition of a click is a user taking the action of clicking your Ad.
A click is really that simple on the surface, but here are a few items of note to understand clicks better:
1. You pay for every click.
2. Depending on which PPC platform you are using, a click can lead to your web site, share your Ad, be a comment on your Ad, a “Like” of your Ad, among other actions.
Generally advertisers think of a click as a User clicks an Ad and the user goes to the advertisers website. It can and often is this, but not always.
Each PPC platform has their own individual definition of what is a click. You should know the specifics of what each platform considers a click.
Here are the definitions of “what is a click” for major PPC channels:
Facebook Ads – https://www.facebook.com/business/help/674769555983979
Microsoft Advertising – https://about.ads.microsoft.com/en-au/resources/training/click-quality
3. PPC Platforms do not care how many times a person clicks an Ad (that is valid), if the click is in market, informational or accidental, what that person does after they click or even if your site doesn’t load.
A click is a click and they charge you for each one. They are selling clicks and PPC platforms are geared towards generating as many clicks as they can. There are processes and safeguards in place to minimize truly fraudulent clicks. By and large though, a click is a click and you are going to pay for each one.
4. When a person chooses to click an Ad they are saying they want to know more about what your business offers. Unlike display advertising where a person only sees or hears an Ad, with Pay Per Click marketing, the person expresses their intent by taking action. They click because they have some interest.
5. Not all clicks are equal. A click from someone who has searched for a solution to their problem on Google is far more “in-market” than someone that sees an Ad in their Facebook Feed. The motivation behind the click matters.
Now that we know what a click is and have a good understanding, lets flip it around and take a look at what a click is not:
1. A click is not a unique User. A single User can click an Ad multiple times.
2. A click is not a unique Session. There can be multiple Ad clicks in a single session.
Armed with a solid understanding of what a click is and is not, is fundamental PPC knowledge that every advertiser should understand thoroughly.