PPC marketing is one of the most popular methods for businesses to promote their products and services. As new business owners, you might still need to learn what PPC stands for and how this type of digital marketing works. But no need to worry! Our guide details the ins and outs of PPC, unveiling how it can expedite your business’s expansion.

PPC marketing is a critical component to the success of any business in today’s digital world. In fact, 79% of marketers affirm that PPC campaigns have made an incredible impact on their businesses, while 65% of small and mid-size businesses are currently leveraging such strategies.

What is Pay-Per-Click Marketing? 

What does PPC stand for? PPC stands for pay-per-click, which is an online advertising model. It allows businesses to pay each time potential customers click on their ads. This model is very effective for businesses as it helps them to reach their target audience with the appropriate message at the right time. 

Relevance: Through PPC, businesses can gain strategic ad positioning by competing for sponsored links on popular search engines such as Google. 

Primary objectives: PPC has three main goals, these includes: 

  1. Generate leads: Encourage potential customers to take a specific action, such as signing up for an offer. 
  1. Increase sales: Boost sales directly by driving traffic to a particular product page. 
  1. Promote brand awareness: Make your brand more visible and reach a wider audience. 

definition of pay per click advertising

You’ll have to pay a fee when somebody clicks on your online ad. But the convenience of hyper-relevant ads that help your business is worth it! 

How Does PPC Work? 

Due to its huge user base and various resources, businesses often opt to kickstart their PPC marketing strategy with the help of Google Ads. Not only is it incredibly popular, but it also provides multiple options for running successful campaigns depending on your objectives. 

But still, the PPC functions remain primarily unchanged. Here is a simple process:   

  • Sign up for an account with the platform.   
  • Make advertisements (and select the proper targeting by inserting keywords, audiences, etc.) 
  • Set the highest price you will pay for each click. 
  • Your ad will go into an auction with other advertisers bidding on the exact keywords.   
  • The sequence in which the adverts appear is determined by auction. 
  • You pay when someone clicks your ad.   

How Do PPC Ad Auctions Work?   

When a user conducts an internet search, an ad auction is carried out to assess factors including: 

  • Account’s eligibility to enter the auction. 
  • The sequence in which qualified ads appear on the results page’s ad space is predetermined. 
  • How much is each advertiser paying per click for their ads? 

To kick off the bidding auction, we have maximum CPC (cost-per-click), an amount set by advertisers in their ad accounts for each click. It represents the highest they are willing to spend on a particular keyword or ad group. 

Quality Score (QS) is another major influencer, a metric composed of numerous elements, including an ad’s expected click-through rate, compatibility with the searched query, and even the associated landing pages experience. 

Your ad’s position on the search engine results pages is determined by its Ad Rank, which can be summarized in a few words:

Ad Rank = Quality Score x Max CPC.

a man using his phone while in front of laptop

Types of Paid Advertising   

There are numerous sorts of pay-per-click advertising that you may utilize to reach more leads for your business. Here are some of them: 

  1. Paid Search Ads 

The most frequent ads in searched terms are search ads. You can see these PPC ads at the top and bottom of Google’s search results.  

Sample of Traditional Paid Search Ads

Sample of Traditional Paid Search Ads (source: Webfx)

  1. Display Ads  

You can also utilize display ads as a form of PPC advertising to find customers. These advertisements often combine text with a photo rather than being solely text-based.  

Sample Display Ad from Apple

Sample Display Ad from Apple (source: Wordstream)

  1. Social Media Ads  

One of the most well-liked forms of paid advertising is social media advertising. Social media ads also offer advanced targeting to precisely more valuable leads.   

Sample Social Media Ad from Toptal

Sample Social Media Ad from Toptal (source: Hootsuite)

  1. Remarketing Ads  

One of the PPC campaign types you may use to reengage your audience is a remarketed ad. Remarketed ads effectively engage with leads who have already been exposed to your products or services. By reminding them of your value, these advertisements can help persuade and convert those prospects into customers. 

Sample Remarketing Ad from Spotify

Sample Remarketing Ad from Spotify (source: Incisive-Edge)

  1. Google Shopping Ads  

Google shopping ads present a “window-shopping” feel to the Internet. This is another paid advertising channel your company may use.

Sample Google Shopping Ad from Boden

Sample Google Shopping Ad from Boden (source: Shopify)


  1. Local Service Ads  

Local service ads mostly appear in specific local queries and commonly include a zip code, a neighborhood, or a city name.   

Sample Local Service Ads

Sample Local Service Ads (source: BrightLocal)

  1. Gmail Sponsored Ads  

These ads look like any other email except for the “ad” tag on the email and the bolded subject line. These will also send users to your website when they’re clicked on. 

Sample Gmail Sponsored Ads from Walmart

Sample Gmail Sponsored Ads from Walmart (source: Instapage)

  1. Instream Ads  

It is a sponsored video, probably seen as some commercial, whether a full-screen, unskippable advertisement or a little sidebar advertisement. 

Sample Instream Ads from Wix

Sample Instream Ads from Wix (source: Wyzowl)

Top PPC Platforms to Promote Your Business   

Now, let’s delve into the specifics. While learning about PPC platforms is helpful, you’re likely eager to explore your choices and make a decision.  

  1. Google Ads: One of the most well-known and commonly utilized advertising platforms. Advertisers with a PPC game plan in place regularly incorporate it into their repertoire. 
  1. Facebook Ads: It targets audiences of people based on their interests, locations, behaviors, or actions they’ve made on your website rather than targeting keywords.  
  1. Instagram Ads: It includes more video content in posts, stories, and reels than on Facebook. Instagram advertising    
  1. LinkedIn Ads: Its social networking platform for working professionals and career-oriented, more likely to be thinking about their job, their companies, and their teams.    
  1. Twitter Ads: In contrast to many other social media sites, Twitter Ads allow for audience and keyword targeting.   
  1. Pinterest Ads: Users primarily go to Pinterest to learn about things they may attempt or buy, whether it is projected.    
  1. YouTube Ads: Since it has been hosted within Google Ads, switching to or testing out video advertising is simple if you already have Google Ads set up and running.    
  1. TikTok Ads: This advertising platform is still very young but user-friendly and offers several options for audience targeting.    
  2. Snapchat: Snapchat will allow you to target audiences based on their demographics, interests, and purchase patterns.   

Benefits of PPC on Your Business   

Peruse through some of the most advantageous benefits below: 

business goals 1. Contributes to Business Goals 

PPC can help you achieve a wide range of marketing and commercial objectives. It may encourage the middle of the funnel by promoting content downloads, enticing subscribers to newsletters, encouraging contest participation, and promoting app downloads.  

measure  2. Measurable & Trackable 

The fact that PPC advertising through Google Ads makes it easier to assess and track is a huge advantage. Statistics are easily accessible and demonstrate; how your campaigns are doing in terms of traffic and results for your money.  

icons8 advertisement page 48 3. Quick Entry 

You may immediately cast a net with PPC to attract fresh leads and clients. Most of the labor is completed within the PPC advertising platform, including research, ad campaign build-out, and ad copy.  

Controls 5. You’re in Control 

You can experiment with new tests daily while your advertisements run and make rapid modifications and optimizations. Set your ad budget and bids to choose how much you wish to spend. 

icons8 pipeline 48 5. PPC is a Powerful Supplement to Other Marketing Channels 

PPC and SEO complement each other effectively since they frequently target the same audience—users of Google to locate information, products, or services—and offer similar impressions and traffic prospects.  

business goals 6. Incredible Targeting Options 

The most major benefit of PPC targeting is that it allows you to reach those who have never heard of your brand before as well as those who aren’t already in your audience. 

icons8 web analytics 48 7. A Wealth of Marketing Data 

Each keyword’s impression, click, and conversion data can be utilized to guide content marketing and SEO strategies. Beyond that, you may locate your audience using the integrated keyword and display planning tools. 

icons8 paid search 48 8. Get paid when someone clicks 

The fact that you pay per click is one of the main advantages of PPC. This implies that you only pay when someone engages with your advertisement and potential converts.  

icons8 sales performance 48 9. Experience a High Return on Your Investment 

Most businesses don’t just buy PPC advertising to increase their visibility or outperform rivals. They invest in advertisements to persuade their intended market to become paying clients.  

 Brand Exposure10. Increase Your Brand Recognition 

PPC may guarantee that your brand name appears in the proper places, assisting in the development of a more consistent, current online reputation to increase sales on our website and in real stores.  

icons8 meeting time 48 11. Target Customers in Real-Time 

This means delivering highly tailored customer marketing messages to specific customers when they are most relevant. By leveraging the power of PPC advertising tools, you can create campaigns that are specifically tailored to meet your desired time frame, location, and target audience. 

icons8 population return 48 12. Smart Retargeting 

PPC advertising and analytics work together to let you monitor user behavior and retarget users who didn’t convert.

Best Tools for PPC   

To help you increase conversions and optimize PPC spending without using up all your marketing budgets, we’ve chosen the top free PPC tools available.  

Best PPC Tools for Keyword Research   

Best PPC Tools for Campaign Management & Analysis   

Best PPC Tools for Competitor Research   

PPC vs. SEO: Which One?   

What is a main benefit of using search audience solutions? There are a few key distinctions to consider when deciding how to spend your time and money on online marketing, such as the difference between PPC ads and SEO. SEO is crucial for effective internet marketing since it increases customers’ likelihood of finding your company, even though the optimization process might be time-consuming.  

However, SEO will take longer, and it may be many months before you start seeing the benefits. But with PPC advertising, you can quickly target customers and make adjustments to optimize your campaign as needed. Plus, the costs associated with PPC are incredibly affordable when compared to the conversion rates generated by it. 

To fully understand PPC marketing and its benefits, read more of our blogs about a successful PPC campaign:

SEO vs SEM (PPC- Paid Search): What’s the Difference?

Choosing the Right Pay-Per-Click Management Services and Company

Enhance your Business’s Online Presence by Choosing PPC Marketing  

PPC campaigns are a relatively inexpensive way to promote your business and attract customers. By utilizing the tools available, you can craft compelling campaigns that capture the attention of potential customers, leading to increased conversions and sales.  

Ready to advance your enterprise? Check out our blogs about PPC Marketing and get ready to have a successful Pay Per Click Advertising campaign to propel your company’s success.