What is PPC and How Does it Work?

PPC, which stands
for pay-per-click, is a type of online advertising model. PPC ads typically
appear in the top search results on Google. Essentially, PPC is a way that
advertisers ‘buy’ clicks to a website, rather than earning them organically via
marketing efforts like SEO (search engine optimization).

PPC plays an
important role in any business’s marketing campaign, and can be useful – if
done correctly. PPC, when used in the context of a digital marketing strategy,
should always be used in conjunction with SEO, social media, and other
marketing efforts.

How Does PPC Work?

Businesses that run
PPC ads are only charged when someone clicks on the ad. In simple terms, they
pay for each time someone clicks on the ad (hence, pay-per-click).

These advertisers are subject to an ad
auction, which is an automated process that Google uses to determine the
validity of an advertisement. This bidding system allows advertisers to bid on
the keywords they will display on their ads.

For example, if your business specializes
in soccer equipment, a user may type in the keyword “soccer ball”. Google then
performs its algorithmic calculations to determine which ads are displayed.
This is why it is crucial that you only bid on keywords that are relevant to
your business, and is also why many businesses use keyword tools to help them
find the right keywords that will drive sales.

Do I Get the Most Out Of a PPC Campaign?

In order to get the most out of your PPC
campaign, you need to consider a few things.

Are Your Goals?

Firstly, you have to have a clear sense of
what your goals and objectives are. If you don’t have specific goals in mind
when launching a PPC campaign, it can (and likely will) lead to wasted time and
money. You should know who your ads are targeting, the outcome you are looking
for, and what your determiners for success are.

What Factors Play Into Your Success?

There are many key
factors that play into how your ads are shown on google and how they help you
reach your goal. These factors include things like keywords, which play a major
role in PPC success.

Be sure that the
keywords you have selected are relevant to your target audience and to your
business. You also have to pay attention to where
the ads are taking the traffic (landing pages).

Landing pages need
to be optimized and related to the ad itself. Be sure to always include a call to action on each landing page, and that each
page is optimized for all mobile devices.


You should always
consider your budget – as well as the budgets of your competitors. If your
competitor has a larger budget, it is likely that they will outbid you on
certain keywords. This is why keyword research is crucial so that you don’t