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Pay Per Click Marketing - Win The Battle With Your Competitors

Pay-per-click, or PPC, advertising is something you've probably seen before if you've ever used Google or another search engine and looked at the ads next to the search results.

Jun 21, 202236 Shares1.2K ViewsWritten By: Alastair Martin
Jump to
  1. What Is Pay Per Click?
  2. How Does Pay-Per-Click Advertising Work?
  3. The Benefits Of Using Pay-Per-Click
  4. Who Should Use PPC?
  5. Pay Per Click Main Platforms
  6. Pay-Per-Click Models
  7. People Also Ask
  8. Conclusion

Pay per clickis a form of digital marketing that companies use to get traffic and sales from search engines.

You might be looking for ways to get your first customers and sales for a new business, or you might be thinking about how togrow the online presence of your brand.

PPC can be a great way to market your businessand find new customers, but it can be hard to figure out at first if you're new to the channel.

In this guide, we'll explain what PPC is, how it works, how you can use it to make your businesssuccessful, and how it works on different platforms.

What Is Pay Per Click?

PPC orange key on a keyboard
PPC orange key on a keyboard

Pay-per-click, or PPC, is a way to market on the Internet in which advertisers pay a fee every time one of their adsis clicked.

Basically, it's a way to pay for people to visit your site instead of trying to get them there naturally.

One of the most common types of PPC is search engineadvertising.

It lets advertisers bid for ad space in a search engine's sponsored linkswhen someone searches for a keyword related to their business.

Building a successful PPC campaign involves a lot of steps, such as researching and choosing the right keywords, putting those keywords into well-organized campaigns and ad groups, and setting up PPC landing pages that are designed to get people to buy.

Search engines give less moneyfor ad clicks to advertisers who can make pay-per-click campaigns that are relevant and smartly targeted.

Google will charge you less per click if your ads and landing pages are useful and satisfying to users.

This means that your business will make more money.

So, if you want to use PPC, you should learn how to do it correctly.

How Does Pay-Per-Click Advertising Work?

Advertisers can't just pay more to make sure that their ads stand out more than their competitors' ads on a Search Engine Results Page, SERP.

Instead, ads are subject to something called the "Ad Auction," which is a fully automated process that Google and other major search engines use to figure out whether or not an ad is relevant and valid.

The Benefits Of Using Pay-Per-Click

Pay per click, coins, and mouse cursor in a tablet
Pay per click, coins, and mouse cursor in a tablet

PPC has many benefits that will help your business, some of which are:

  • PPC that is optimized saves money.
  • When someone looks for a related term, your ad will show up on the first page of search results.
  • Targeted traffic will be sent to your site, giving you and your brand more exposure and visibility.
  • For each keyword, you can run more than one ad campaign.
  • It leads to higher click-through rates (CTR), more sales, and more money from sales.
  • Provides instant traffic

If PPC is working as it should, the return on ad spend (ROAS) should be high, since a visit to your site is worth more than what you pay for it.

But it's not as easy as just paying for the clicks and getting traffic.

A strong PPC campaign takes a lot of work.

It involves picking the right keywords, putting those keywords into campaigns and ad groups that are well-organized, and setting up PPC landing pages that are optimized for conversions.

It's important to learn the best ways to run a PPC campaign because search engines will reward the most relevant and well-targeted campaigns with cheaper ad clicks.

Google will lower your cost per click if people like and use your ads. This will help you make more money in the long run.

Who Should Use PPC?

PPC advertising is great for small businesses because you can choose how much you want to spend on each keyword.

This way, you can control how much you spend when your ads are shown.

In essence, this makes sure that the money you spend on ads isn't wasted, since you're more likely to attract more people who are interested in your product.

Pay Per Click Main Platforms

Google ads logo in a phone inside a jeans pocket
Google ads logo in a phone inside a jeans pocket

Google Ads is the biggest pay-per-click platform. It runs on Google, Search Partner sites, and Display Network sites.

Google Ads came out in October 2000 and has changed a lot in the 17 years since then.

Google Ads is for all kinds of businesses, from small businesses to the Fortune 500.

Microsoft Advertising

Microsoft logo and a building behind
Microsoft logo and a building behind

Microsoft Advertising is a pay-per-click platform that shows ads on the Microsoft and Yahoo networks.

It is similar to Google Ads in this way. Search Partners is also used on the platform.

Microsoft Advertising is mostly advertising based on keywords.

As of 2017, 137 million unique desktop searchers use Microsoft Advertising's Bing Network*.

Pay-Per-Click Models

Flat-rate Model

In the flat rate pay-per-click model, an advertiser pays a publisher a set amount for each click.

Most publishers keep a list of the different PPC rates for each part of their website.

Keep in mind that publishers are usually willing to talk about the price.

If an advertiser offers a long-term or high-value contract, the publisher is likely to lower the fixed price.

Bid-based Model

In the bid-based model, each advertiser puts in a bid for an ad spot with the most money they are willing to pay.

Then, a publisher uses automated tools to hold an auction.

When a visitor clicks on the ad spot, an auction is held.

Note that the rank, not the total amount, of money, offered usually decides who wins an auction.

The rank takes into account both the amount of money an advertiser is willing to pay and the quality of the contentthey are willing to share.

So, the bid is just as important as the content itself.

People Also Ask

What Is Pay Per Clicking?

Pay-per-click, or PPC, is a way to market on the Internet in which advertisers pay a fee every time one of their ads is clicked.

Simply put, you only pay for advertising if someone clicks on your ad.

Is Pay-per-click Profitable?

In 2017, more than 7 million advertisers put a total of $10.01 billion into PPC ads.

According to Social MediaToday, over 7 million advertisers put a huge $10 billion into PPC ads in 2017.

PPC advertising seems to be successful, and both businesses and people know this.

Is Google Ads Pay-per-click?

Google Ads is Google's pay-per-click (PPC) advertising service.

Businesses can bid on keywords to get their ads shown in Google search results.

When you use Google Ads, you only pay when someone clicks on your ad to visit your site or call your business.


Pay-per-click advertising is a great way to quickly reach a very specific audience.

You can set up paid ads in seconds on Google, Bing, Facebook, Instagram, and many other sites.

Depending on how much money you have, they could be seen by tens of thousands of people once they are approved.

In marketing, it's important to reach your target audience, but the most important thing is what you do once you have their attention.

This is why you need to pay close attention to your paid campaigns or hire a company to do it for you.

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