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Pay Per Click Advertising

 What is PPC (Pay Per Click) Advertising? 


PPC has become a rewarding & popular approach to digital marketing for many businesses. Since the rise of the internet, and search engines. In fact, research shows that a business makes more than $2 for every dollar spent on PPC ads. 




PPC is a critical part of any brand’s digital marketing strategy today. It can quickly increase your brand visibility online and target ads to your ideal customers. 


So, whether you’re a business owner or a new marketer. In this article, you’ll learn everything about PPC (Pay Per Click) Advertising, how it works, and how you can use it to drive profits for your business. 


What Is PPC (Pay Per Click) Advertising? 


While searching on Google, you’ve probably seen PPC ads appear above the organic search results on SERPs.  You’ve may have even clicked on some of these ads and also seen PPC display ads on social media sites. 


PPC (Pay Per Click) is a paid internet marketing method where you pay each time your ad is clicked. The PPC ads form allows marketers to run ads on a particular advertising platform and pay the platform every time the ads get clicked. 


In a PPC ad, you agree only to pay for qualifying clicks to your targeted website based on a specified per-click rate. PPC is also one of the most popular and powerful ways of paid digital marketing. 




You always have a concern of getting low-quality traffic sent by the platform., When you pay per impression. And your ad platform may worry because of your low conversion offers., When you’re paying for the action. 


In the PPC Advertising Model, your ads platform doesn’t have any concerns about the sales or conversion of your site or app. And you also don’t have to worry much about the number of impressions it taking to get a certain number of clicks. 


The only goal of a successful PPC campaign is to take the searcher or a user seeing it to click through to your website, store, or app. Where the user can make a certain valuable action for your business. That can be purchasing your products or services, requesting a quote, or getting into a call & more. 


Same like other paid online advertising, PPC (Pay Per Click) shows instant results. And it can be a mighty tool for your digital marketing campaigns. PPC can help your business if you want to generate leads, grow your online visibility, drive traffic, and increase sales. 


With the rise of paid digital marketing methods, PPC advertising has become huge for businesses. Studies show that more than 32% of businesses use PPC to sell their products direct to the customers. & up until 2020, More than 65% of small to medium-sized businesses are running PPC campaigns. 


Now you may be wondering what are the top networks or platforms for PPC Ads. Here is a list of some of the most popular Pay Per Click (PPC) advertising networks: 


Top PPC (Pay Per Click) Advertising Networks 


•   Google Ads (Google AdWords) 

•   Microsoft Advertising (Earlier Bing Ads) 

•   Yahoo Gemini 

•   Facebook Ads 

•   Instagram Ads 

•   LinkedIn Ads 

•   Twitter Ads 

•   Pinterest Ads 

•   Amazon Ads 

•   AdRoll & more 


Among these top PPC ad platforms. Google Ads, Microsoft adCenter, and Yahoo Search Marketing are the three biggest network operators. 


Although you see there are many PPC ads platforms, from search engines to social media & other ad networks. Search engine advertising is one of the single most popular forms of PPC. Especially Google Advertising. 


Keywords In PPC 


Keywords are what you use to define where your PPC ads should appear. They are the base for all in PPC. You’ll never be successful without a solid understanding of what keywords are and how to use them effectively. These are a few terms you need to understand with keywords: 


Search Term: Words a searcher types into Google or another search engine when performing a search. For example, “men’s washed jeans black”, “men’s fitted jeans sale” 


Keywords: Words that you add or target your PPC or Google Ads campaigns. For example, “men’s jeans”, “men’s fitted jeans” 


Search terms are a larger group of keywords, and by looking at search terms you can find new keywords to target in your PPC campaigns. 


Google Ads & PPC (Pay Per Click) 




Though the use of PPC is on almost all paid ads on social media networks, like Facebook, LinkedIn, and Twitter. Most people consider Google ads as PPC advertising. It may be due to Google’s massive market share & popularity. 


The Google Ads platform allows businesses to run ads that appear on Google’s search engine results page. Including other properties like YouTube, and other Google’s search partners & display networks. 


Google is the most visited website in the world and & the top search engine. Google Ads is the greatest source of PPC search advertising on the internet. In fact, 98% of advertisers rate Google as the most reliable PPC ads platform with a 4 or 5 out of 5 on the trust index. 


So now that you learned what PPC is, the top PPC ad networks and Google ads. Let me show you how Pay Per Click Advertising actually works. 


How Does PPC (Pay Per Click) Advertising works? 


PPC (Pay Per Click) Advertising lets advertisers place a bid for ad placement in the search engine's sponsored section. When somebody searches on any target keyword that is relevant to their products or services. 


For example, if you bid on the keyword “Digital Marketing Course,” in Google search Ads. Your ad will appear in the top section of the Google search results page. When someone searches for the term “Digital Marketing Course”. 


Unlike the Cost Per Impressions (CPM), where you as an advertiser pay for every 1000 impressions of your ad. Pay-per-click (PPC) has a benefit over CPM in that it delivers better data on the effectiveness of your ads. 


Though, like in SEO, PPC also starts with the process of finding your profitable target keywords with keywords research tools. Following the effective keywords research techniques to improve keyword quality. 


In PPC, Cost per click (CPC) is what you pay for a click. CPC is calculated by dividing the total advertising cost by the number of clicks you get from that ad. 


Cost per Click $ = Total Advertising cost $ / No. of Ads clicked 


To rank higher in the Search Engine Results Page, you cannot pay more to ensure that your ads appear above your competitor’s ads. 


The PPC ads are often based on Ad Auctions. An Ad Auction is a completely automated process that Google and other main search engines follow to determine the relevance and authority of ads that appear on their SERPs. 


As the name indicates, the Ad Auction is a bidding system. This means that you must bid on the keywords (terms) you want to target or display your ads. 


The moment user makes a search, the search engine does the complex algorithmic calculations. Search engines then control which ads to show, it’s order, by advertiser’s authority & other PPC metrics. 


Now that you learned how PPC works. Let’s look and what’s the difference between PPC and SEO. 


PPC (Pay Per Click) Vs. SEO (Search Engine Optimization) 




The major difference between PPC and SEO is that (paid) PPC ads appear at the top of the page, above the organic search rankings by SEO. 


Another difference is that organic traffic generated from SEO is free, while traffic from PPC has a cost for each click. SEO is also a more valuable marketing strategy than PPC in the long run. As it’s consistent and you don’t lose your visibility from SERPs once you turn off your ad. 


In most cases, PPC and SEO work best if they are strategically incorporated into your search engine marketing strategy. With PPC, you can immediately run your campaign and get instant results. But it takes some time to see the results of your SEO campaign.     


Unlike SEO, PPC allows carrying out quick tests and immediate feedback. You can set up a campaign, run A/B tests, and observe the results to figure out what works and what doesn’t. Rather, SEO is time-consuming and also can be difficult to attribute success or failure to any single tactic and factor. 


Although both PPC and SEO allow targeting keywords. But PPC lets you play around with more targeting options and data like demographics, geography, and more. 


There is no denying that PPC and SEO both involve appearing and getting clicks from search engines. But they are two very different channels and have their own uniqueness. Both of them are segments of a much broader digital marketing strategy and work well together to drive success online. 




I hope you find this article helpful and learned everything about Pay Per Click advertising & how it works. PPC can set up great success with your business’s paid digital marketing strategy if you use it well. Comment down your thoughts on PPC ads and feel free to check our other articles related to digital marketing. 


  1. A concise and thorough explanation of pay-per-click advertising. As a company that provides PPC Service in NJ as well as other SEO services, consistent and effective organic SEO goes a long way. Thank you for sharing this.

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  3. Thanks for sharing your Blog. It was really good. If you are looking for Local google ads service PackagesAt an affordable price then, zuan technologies is the best place to boost your website traffic, get more leads and get the best solution for your business.
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  4. Pay-per-click optimization, or PPC optimization, is the practice of analyzing and improving your PPC campaigns at the campaign and ad group level, like by updating landing pages, changing ad copy, or modifying keyword bids. These are the most useful steps that can help you to improve your PPC Campaigns. Instead of this, you can also use Data Bid Machine that offers PPC bidding software that can manage bids on Google ads for a successful SEM campaign.

  5. Pay-per-click (PPC) advertising is one of the most widely utilized digital marketing technique by advertisers. As a leading digital marketing agency in Bangalore providing e-commerce solutions, I appreciate the valuable information you have shared here. Thank you for sharing this. Great blog.

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