ppc guide

What is Pay Per Click PPC Marketing?

Hopefully, with the basic information in this article, now you know what PPC is all about and how it works. It is an amazing way to grow the online visibility of a brand, get more traffic to a website, and drive more sales.

Pay Per Click or PPC is a powerful marketing tool for marketers who want to boost their online visibility, generate leads, drive more traffic, and increase sales. It is a paid digital marketing technique where advertisers pay the search engine a fee every time their Ads get clicked. If done right, pay-per-click marketing can prove to be a boom to your business.

In order to accomplish this, you need to have a thorough understanding of what pay per click marketing is, how it works, and how to optimize the PPC Ads to utilize your budget. This article will help you grow your knowledge about PPC so you can set up profitable PPC campaigns.

What is PPC Marketing?

PPC marketing is an online advertising tactic where marketers place their Ads on a search engine and pay a small fee when a user clicks their Ads. Though there is no cost to place the Ads, brands pay only when someone clicks and engages with their Ads.

PPC marketing can be divided into two categories-

Search Advertising, which includes Ads that appear on the SERP.

Display Advertising, which includes Ads in the form of videos or graphics. They are generally found on social media sites or third-party websites.

Here, we’ll talk about PPC search advertising.

Most PPC Ads appear on the SERP of giant search engines, like Google, Bing, etc. But, Google Ads is the most popular paid search advertising platform. Since most users use Google for search, marketers consider it the most reliable and ideal place for running their Ads.

Unlike organic listings, PPC Ads are the Ad results shown on the search engine result page, including an ‘Ad’ designation. Whenever a user enters a query in Google’s search bar, the search engine will show your Ad on the top of the search results if it relates to your business’s offerings.

But, how often your ad appears depends on the keywords and the match types that you choose. Although various factors determine the success of a PPC campaign, you can easily achieve all of them by focusing on factors like:

Relevance of Keywords: This means creating a list of keywords relevant to the ad, crafting tight keyword groups, and the ad text in a proper format.

Quality of landing page: This includes creating landing pages that are well optimized and have persuasive and relevant content. Also, it should have a clear CTA( Call-to-action) button as per the search queries. Like for forums, your CTA could be ‘click to read more’ or ‘fill the query,’ but for shopping sites, you can have CTA like ‘buy now’ or ‘add to the cart.’

Quality score:  This is Google’s rating to quality and the usage of keywords, content on landing pages, and the PPC campaign. Marketers having high-quality scores may get more clicks at affordable costs.

Creative: Having an impressive copy is one of the most important things. You can use different tools to create informative, clear, and specific ad copy.

How Does it Work?

As already discussed, in PPC marketing, a brand creates an Ad and pays whenever someone clicks that Ad. The entire PPC process can be described in the following steps-

  • Marketers carefully choose relevant keywords based on the most popular users’ search queries.
  • Once they have selected keywords, they create a search Ad that will be triggered whenever someone searches for the target keywords.
  • The Ad appears on the SERP, and the user clicks it.
  • The marketers are charged for the clicks.

This is all about how PPC marketing works. Let’s now dig deep into the article to learn more about pay per click marketing.

What Are The Major PPC Marketing Platforms?

Well, you will find countless platforms out there that offer PPC Ad placement. But, the three most commonly used platforms are Google Ads, Microsoft Ads, and Amazon Ads. In addition, several social media sites also allow PPC advertising, such as Facebook Ads, LinkedIn Ads, Twitter Ads, Promoted Pinterest Ads, etc.

However, most advertisers who want to show the paid search results consider Google Ads as the best bet. Thanks to the popularity of this giant search engine!

Google Ads For PPC Marketing

Now that you know what PPC is and how it works let’s look at the best ways to set up and optimize PPC Ads for Google.

  • Organize your business into categories. Your Google account has a campaign structure and sub-groups of Ad groups. Once you have set up the account’s structure, you can organize the information better.
  • Perform keyword research. You can use Google keyword planner to choose the most relevant keywords based on the users’ search queries. Choose the keywords that are closely related to your Ad, as well as the landing page’s content.
  • Set the PPC marketing budget. If you are just starting, focus your money on high-performing keywords only. Choose a CPC bid that will ensure your Ad a good ranking.
  • Optimize your PPC Ad campaign and track the performance regularly.
  • Keep an eye on the conversion rates. Know which keywords and Ads are giving results, and adjust your strategy accordingly.
  • Try to improve the quality score of your Ad to make it rank high at a low CPC.
  • Optimize the landing page.


Hopefully, with the basic information in this article, now you know what PPC is all about and how it works. It is an amazing way to grow the online visibility of a brand, get more traffic to a website, and drive more sales.

You need to take a strategic approach the see the best results; otherwise, it may cause you a headache. Or, you may end up spending money. Target the right keywords, write a compelling Ad copy, and update your PPC strategy regularly to enhance your paid search campaigns. With constant monitoring, you will eventually master the best PPC strategies.

Here you can see the best ppc tools.

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