What Is PPC ? Complete Guide Pay-Per-Click Marketing

There are many people who still aren’t sure what PPC is. PPC stands for Pay per click, and it is used as a digital marketing channel whose sole purpose is to attract and drive traffic plus conversions from search engines.

If you are new to your business, the first and most important thing is to uplift your brand through brand promotion and increase conversion. Every business wants to move a step ahead of the other. But to drive large traffic of customers, it is important to understand PPC.

Pay per click has helped many businesses when it comes to marketing. However, those who have just started their new business must understand PPC as it is complex.

Whether you’ve heard a little about PPC marketing and are curious to learn more, or you already know that you want to use PPC to market your business, but aren’t sure where to start, you’ve come to the right place!

What is PPC?

Pay per click is an online advertising platform that allows advertisers to post different business-based ads on social platforms such as Google. Advertisers pay a certain fee for such ads, especially when a viewer clicks on such Google ads.

PPC is a great choice for pumping up your business in the most authentic way. It helps to boost your business sales, marketing, and conversions. Ppc uses the most suitable platforms to post certain ads designed specifically for certain customers. Ppc helps to point out customers interested in ads related to the marketing of businesses.

Search engines are given deemed importance because customers look for search engines for certain products and services. And when you come across certain customers or viewers interested in what your business is offering, then chances for making a sale are high.

Ppc has the potential to target and drive a great number of people towards your brand. It also gives a hand to businesses in targeting and coming across audiences looking for businesses and products like yours. Ppc also allows businesses to get the basic and top-graded insights that can  aid everyone in improving the efficiency of their brand, product and services.

How Paid Search Works?

Before you jump over to PPC, it is best to understand how Pay per click can work out. Whenever there is an ad on the search engine result page, also known as SERP, an ultimate public sale rapidly occurs for the particular keyword.

To reach or appear in the top corner, certain points must be looked into. This includes the bid amount and the appearance or level of the ad. These factors help to uplift PPC. If you come across any advertiser who is ready to post an ad related to a customer’s complaint, then a public sale depends on such keywords.

The specific ad that manages to win the sale appears on the search engine. However, if anyone wants to become a part of such sales or auctions, they use accounts like Google to post their ads and evaluate how and when they can make their ads visible on the search engine.
Certain accounts are divided into different campaigns. This is largely to reduce the burden of managing and locating different locations. The campaigns are further divided into correlated ads and keywords.


Keywords are referred to as a pivot lying in the centre of PPC. It helps top connect advertisers to the users.


Queries are not complaints; rather, these are words that the users type over the search engine to search for the product or services they are looking for.

PPC Keyword Research

However, keywords are the words that marketers or advertisers use to attract and catch the targeted audiences by matching their keywords with user queries.

Advertisers are often given the possibility to either search for keywords that are matched with the queries in an exact manner or show or opt for certain variations. This means advertisers can change the setting or order of words and spellings.

Definite negative keywords are being used, which prevent ads from getting generated by queries that have the exact keywords within them. Doing this eliminates the need to attract irrelevant audiences and traffic towards it.

The use of PPC isn’t too complicated, but it is important to understand the meaning of keywords and queries.

Google Ads

Once the selection of keywords is done, the next important thing is to prepare ads for the campaigns. Special consideration must be given to ads as they are the ones to be shown out to the viewer’s once the auction is won. Ads are composed of description lines, URLs and headlines as well.

Ads are shown either on the top or at the bottom of the search engine result page. Therefore, it is best to prepare more than one ad version. And then evaluate which version suits the best. You can make use of Google ads and Microsoft ads to enhance the appearance of the ads.

One can also make use of site link extensions. Such extensions add tremendous links to the ads. These turn out to be a great source in increasing the visibility of the ads by attracting the customers getting in communication with the info stated on the search engines. What is PPC in marketing

Budgets & Bid

The next important factor correlated with PPC is budgets and bids. To participate in public sales, advertisers need to think about how they want to spend on their chosen keyword. This is done by opting for budgets at the level of a certain campaign and bids at the level of the ad group.
Budgets are generally decided on such campaigns, but these are raised every day. We must set our budget based on our account strategy as an advertiser. But with bids, one needs to manage the way of spending.

Advertisers also make use of automated bidding strategies. This enables them to set a targeted goal, and then with the help of campaigns and advertising models, one can decide on a bid for every public sale.

Ad Rank

It is important to know that search engines look for different factors and variations in determining which ad deserves to be on top of the search engine. A search engine has its way of deciding which ad goes on top and which does not.

  • Google considers the following factors.
  • The relevance and quality of ads
  • The basic situation of the search
  • Possibility of ad extensions or not in the ad

With the help of a quality score, we can evaluate the ad’s relevance.

The features of the quality score are click-through rate, the importance of both ad and the keyword and the quality of the landing page.

No matter how high the bid is, search engines always eliminate the advertisers that usually bid over keywords with a low-quality score. This explains why it is essential to opt for an engaging ad with high-quality keywords.

Apart from these, PPC needs to ensure that they don’t underestimate landing page quality. Because if you compromise on the quality, ads will appear less on certain sites. PPC vs CPC


The selection of engaging and relevant keywords is highly important. On the other, there are a few targeting opting one must check.

  • Device targeting
  • Locate targeting and
  • Day and time targeting
  • Also demographic targeting

This helps advertisers in every particular location target viewers of all ages and during any part of the day. These features are important as it helps to create different variations of ads and their copies.

With the help of a marketing tool that allows the use of copy messaging and to evaluate budgets. This way, the chances to remove past viewers on the websites become easy.


The next real thing is to get as many conversions as possible. These refer to perceived actions once the user has clicked on the ad.

There are many examples of conversion we must know. Such as

  • A service is a purchase
  • Look into or sign for a newsletter
  • Making a phone call and
  • Lastly, you can add more and more

To ensure whether a PPC-based campaign is working well, the evaluation and tracking of conversion are important. And also to note how many conversions can be attributed to paid search. With the help of Google ads, one can keep track of conversion with the use of snippets and codes as well.

PPC Pros

After we have looked into how we can start using PPC, it is time to gather down the advantages of

Pay Per Click

Once you have started your campaign, you will get the results. You will easily determine the direction of traffic and how much users are paying attention.

Ppc also allows you to see whether your ad is on top or bottom. On mobile and laptops, viewers look for searches to determine the ads.

Ppc allows businesses to use other factors to enhance their ad level and quality by using extension links and phone calls.

Not much budget is required to use PPC. With the help of a copywriter and a specialist, all the work can be done.

With the help of PPC, every business and advertiser can reach out to their audiences by using the appropriate advertising formats.

You can obtain a large amount of authentic data with PPC. You can also easily run out the test and use PPC. With a specialist, you can hold a grasp of the knowledge pretty well.

PPC Cons

Despite certain pros, everything has a few cons that we must know as well
Seo is free, but PPC is not. Whenever a viewer clicks on the ad, you got to pay the fee for it. Thus if

you have a sufficient budget for it, then go for PPC

One needs to invest a lot in PPC to get the desired results. If you wish to see the results, then you must pay first. The whole process is about money.

When new and new advertisers add in, the overall ad cost increases.

PPC Can Drive Leads

Ppc has the potential to catch audiences toward your ad. The whole idea is to market the brand and the business involved. Ppc does cost a bit extra, but it comes with numerous points that can help every business flourish at the most suitable stage.

It’s all About the numbers.

When you first start using PPC, it becomes pretty tricky and difficult to understand, but the real trick is to use adequate keywords to attract a large audience. When you use targeted keywords, you can easily generate more leads for your business.

Track Your Progress

Once you use adequate keywords, you can easily check your progress. Most strategies don’t allow the users or businesses to know well about their progress, but with PPC, you can get to know about your streamlined campaign and the money you have spent.

You Can Filter Out The Noise.

Yes, that’s another plus point with the use of PPC. You can opt for Google analytics to help Google ads know which users to eliminate or not. This feature involves people who turn to many other links before checking your website or the folks who jotted down the wrong keywords and ended up on your website. Al such categories can be eliminated, and you can target the focused audience towards the business.

You Can Test Other Markets.

Yes, that’s another option with PPC. You can sort out the markets that go well with your business, and hence you can then operate with such markets.

Ppc has its benefits, but you have to pay to make it work. Once you stop financial aid, the whole point is over. How PPC works

Leave a Comment