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What is PPC? Pay-Per-Click Explained

Pay-per-click (or PPC) marketing is a complex digital marketing channel. With the help of this tool digital marketers can monitor and grow their traffic and conversion metrics. But the main questions on the agenda are «Do you really need it?» and «How to use it?» In this article, we will go into detail about PPC marketing and try to answer these questions. Ready? Let’s get started!

What Is PPC (Pay-Per-Click) Marketing?

As we said before, PPC marketing is a digital marketing channel. But, as the title suggests, marketers only pay when their advertisement is clicked by an online user, not for an ad placement or its impression. Usually, we see this type of marketing on Google or Bing. Advertisers can place their product or service in the form of an ad that targets a certain keyword or behavior. Let’s take a look at the example below:

What Is PPC (Pay-Per-Click) Marketing?

What Do PPC Ads Look Like?

As shown in the example, there are several types of PPC marketing ads.

Text Ads

Text Ads

Text ads are displayed in the format of text. The structure and length limits of a text ad usually depend on the PPC platform an advertiser is working on. This type of advertisement is usually triggered when users search for results pages on Google, using a keyword held within a PPC campaign. We’ll explain later how to select and apply keywords.

Display Ads

Display Ads

Display ads are usually displayed in the format of an image or motion graphic. As in the case of text ads, size and content requirements depend on a PPC platform. Display ads are available and are shown on websites across the internet. Usually, they are placed on websites where the advertiser’s target audience visits.

Shopping Ads

Shopping Ads

And last but not least – Shopping ads. This type of ad usually consists of an image of the product, its price, and characteristics such as size, color, shape, weight, etc. Usually, it is displayed after a user enters a query into a shopping engine or search engine.

What are the Major PPC Platforms?

We figured out the difference between ad types. Now it’s time to dive into PPC platforms. Here are three main platforms you should know about.

Google Ads

Google Ads

Google Ads is the main PPC advertising platform. Google allows pay-per-click ads on its Search Network and searches partner sites along with video and image ads on its Display Network. Advertising on YouTube is available through the Google Ads platform.

Microsoft Advertising

Microsoft Advertising

Microsoft Advertising (or Bing Ads) is Microsoft’s PPC advertising platform. The platform offers pay-per-click advertising on its Search Network (Bing.com) and searches partner sites (Yahoo.com) along with native advertising on Microsoft-owned web properties (MSN).

Amazon Advertising

Amazon Advertising

Did you know that over 46% of product-focused searches begin on Amazon? That is why, without a doubt, Amazon Advertising is the primary PPC platform for e-commerce retailers. Thanks to Amazon, advertisers can create display- and shopping-focused campaigns to promote their products.

Should my Business Try PPC Marketing?

Ok, let’s imagine you have your own website. Should you use PPC advertising as a marketing channel? There is no definite answer.

Firstly, before starting your PPC marketing campaign, you should consider your budget, advertising goals, competition, and risk tolerance. Ask yourself these questions:

PPC advertising is most effective when you can match dollars spent to a conversion like a transaction or lead form completion. If you have a clear conversion goal, it will help you a lot.

PPC is great for nimble advertising. But when you stop spending, PPC stops producing. Yet, there’s a way to balance this with earned media – try adding search engine optimization.

Remember: You won’t get a return on your investment at this very moment. And keep in mind that the amount of money can range from $50 to $50,000. Check out these points and take them into account before you dive in.

Check out these points and take them into account before you dive in.

What are the Potential Benefits of PPC Marketing?

There are four of them:

Speed.

Since pay-per-click marketing is one of the fastest digital marketing strategies, you can quickly draw a significant amount of traffic to your website.

Agility.

Performance data is available almost immediately. Therefore, you can correct mistakes and make adjustments to improve your campaign.

Precision.

There’s no difficulty in creating a highly targeted audience to show ads. Especially on Search and Shopping Networks.

Measurement.

You can always monitor the ROI of your ads.

Some of the Clients We've Helped

Every business is different, so we offer the tools you need.

Google Ads Management
Google Ads Management
Google is an advertising medium with over 4 billion searches per day. By using its search capabilities, you will 100% attract attention and, accordingly, new users.
Facebook Ads management services
Facebook Ads management services
We will help you lead your company to success and make it reach its potential. To convince you of this, we suggest that you request a free digital marketing review from us.
Google Shopping Management Services
Google Shopping Management Services
Google Shopping campaigns are a terrific method for ecommerce firms to engage prospective customers. It is a powerful and adaptable tool that may assist ecommerce companies achieve particular goals like increasing sales volume or advertisin
Google Display Ads services
Google Display Ads services
Advertising on display networks is a low-cost technique to maximize results. A large reward may also imply a high risk.With so many targeting, placement, and bidding options, making the incorrect choice may cost you. You need the right part
Google Ads Remarketing
Google Ads Remarketing
Seologic can help you design a retargeting plan. We optimize your campaign for conversions from audience segmentation to ad content and creative design.
Google Ads Consultants
Google Ads Consultants
Seologic helps different kinds of businesses maximize their marketing budgets by using paid traffic channels like Google Ads. No matter what business you run, our specialists will help you reach your target market. What's more, our cleverly
Facebook Ads Retargeting
Facebook Ads Retargeting
It is a PPC approach that shows advertisements to individuals who are already familiar with your brand. Consider the visitors to your website who left without purchasing.
Facebook Ads for Ecommerce
Facebook Ads for Ecommerce
Seologic helps different kinds of businesses maximize their marketing budgets by using paid traffic channels like Google Ads. No matter what business you run, our specialists will help you reach your target market. What's more, our cleverly

Client Testimonials

  • STEVE MORGAN
  • ADAM REYNOLDS
  • LAUREN NESTOR
STEVE MORGAN

“It was a great experience working with Seologic. Their staff were responsive, knowledgeable, and very strategic. The results were exactly what we wanted! I highly recommend reaching out to them!”

ADAM REYNOLDS

“Seologic has absolutely helped my business grow. It takes work to get top placement on Google. They helped with that. Taking us from the 20th page on Google to the 2nd is no small achievement. Thank you Seologic.“

LAUREN NESTOR

“I have been working with Seologic for 3 years. I have worked with them on several projects and have suggested the company to a number of friends. Their team really knows what they are talking about. Certainly my only choice when it comes to SEO and PPC. Definitely recommend it!”

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