What Is Pay-Per-Click? Why Should You Use It?

  • Sep 05 ,2021

Pay-Per-Click is one of the techniques for an advertisement to attract your audiences online. It is a place where you have to give a certain amount of money if a visitor clicks on your site and is a platform to put ads online in strategic locations. 

 For your small business, indeed, you have made a great website. You have given your best effort to make its design the best, filled with good content and information. 

Search engine advertising is one of the most common types of PPC, as it allows advertisers to pay for ad placement in a search engine’s sponsored links. This method works when someone searches for a keyword linked to their business. If you bid on the keyword ‘Google Shopping Management,’ your ad may appear at the top of the Google results page.

All your work will be a waste if nobody taps on your site; although you have the best content that a user wants, it is the bitter truth in today’s world. But there is a solution: PPC (Pay Per Click). 

Now, you are thinking about Pay Per Click in digital marketing? Do not worry; this blog is all about the ultimate guide on PPC. 

Why Should You Use Pay Per Click?

Rather than organically attracting the viewer, it intentionally focuses on buying them online. It’s often called one of the most efficient ways to drive traffic to your website. It’s all about targeting a specific audience based on their search terms by having an ad appear next to the search results for specific ‘AdWords.’

One of the most significant advantages of a PPC marketing strategy over organic SEO is that you have more control over the search queries you show up for and the audiences you reach.

Paid search is based on a PPC approach, which means you don’t pay until and unless someone clicks on your ad.

You only have to pay when a person clicks on your PPC, one of the critical differences between PPC and display advertising. The way ads are called forward in display ads differs from what is called forward in PPC.

Talking about a reasonable PPC conversion rate, PPC has an average conversion rate of 2.35 percent, while Google Ads has an average conversion rate of 3.75 %. Aim for a greater rate than the average for an excellent conversion rate. A general goal of 10% is a decent place to start.

What is Social PPC Advertising?

The term Social PPC (Pay Per Click) refers to paid digital advertising that is exclusively used on social media sites. Users can be targeted with ads based on demographic data, interests in topics, or other data gathered by the platform. Users typically see these ads in their “feeds” or “timelines”, with advertisers paying via two different methods: CPC (Cost Per Click) and CPM (Cost Per Thousand Impressions).

Since the rise of social media, Pay-per-click advertising (PPC) has become synonymous with Paid Social Advertising (Social PPC). There are several ways in which it differs from traditional PPC, including ad formats, targeting, and delivery.

What Are Google Ads?

Google ads are the most famous system for PPC advertisement. Ads platforms enable making your ads visible on the search engine and other Google properties.

 Google Ads operates Pay-per-click in which users are proffered keywords and based on click on their advertisement and pay for it. 

Google chooses a group of winners extracted through digging the pool of ads advertisers whenever a search is initiated in its Search Engine and after that appears in Search Engine Result Pages (SERPs).

 The method of choosing winners is based on the fusion of factors, including the relevance and quality of their ad campaigns and keywords, and includes the size of the bid of the keywords. Longtail keyword is a search term used to find something highly particular on the internet. At least three keyword terms stemming from a head term are included. 

For example, “marketing automation” could be a broad search term. “Marketing automation for Adwords PPC” could be a longtail keyword. If you can clean, combine fresh data, and add to your present product feed, your campaign outcomes will considerably increase.

What is Cost-Per-Clicks?

You will have to pay a specific amount of money if a visitor clicks on your business’s ad, and this sort of money you pay is called Cost Per Clicks (CPC). CPC fees can vary between the average of $1 to $2. 

But in some cases, the amount is as little as some pennies per click, but some can also cost greater than $50. 

Another essential term in CPC is CPM that stands for Cost Per 1,000 Impressions. It will be applicable only for display and video ads. CPM is how many impressions you have got, but the only thing that matters is the number of clicks that the visitors click in CPC. 

You are not paying for the number of clicks but for the right to display your ads 1,000 times. Your proposed average daily budget is the projected lowest budget amount at which you would not lose any impressions due to budget constraints.

What do you think is Pay-Per-Clicks suitable for your website? Reasons for using PPC in your online business are below:

  • It’s fast
  • Cost-effective
  • It’s extremely targetable
  • It permits you, the previous visitors, to retarget
  • It’s trackable

What is Quality Score in Digital Marketing?

Google scores the relevance and quality of both your keywords and PPC ads based on the Quality Score. In the ad auction process, it is used to determine your cost per click (CPC) and multiplied by your maximum bid to determine the priority of your ad. A quality score is determined by several factors, including:

  • CTR (click-through rate).
  • Each keyword’s relevance to its ad group.
  • Relevance and quality of landing pages.
  • Relevance of the text in your advertisement.
  • The performance history of your Google Ads account.

Managing the PPC Campaigns

1. Define Your Goals 

Goal-setting and careful planning are essential parts of Pay-Per-Click campaign management to succeed. What is the achieving goal, and how well you have planned to achieve is all that matters to make your whole PPC campaign?

That’s why making the right goals is the initial step to effectively managing a PPC campaign. You have to set your goals in the right way, whatever your next step is like getting traffic, views on a video, conversions of sales, or something else. 

You should also clearly define those matrices you will apply to calculate the goals.

In a nutshell, location targeting, also known as local PPC, is a paid advertising technique that focuses on a specific geographic area. When it comes to generating targeted, tailored campaigns, this method is crucial.

Setting a realistic target is also essential for every PPC campaign. Once, you have to think that you are pushing yourself for failure if your targets are unrealistic. Try to set your targets realistic, and after that plan, your PPC campaign depends on it.

2. Find PPC Keyword 

For making a PPC campaign successful, it is essential to research your keyword correctly. If not, it will affect the different sides of your campaign.

For the correct search query, you have to optimize ad copy with keywords to ensure that your ads will be displayed for the correct search queries. Generally, you will have to face various advertisers’ competitors for the best PPC keywords. 

And the keywords will decide how much competition you will face from the advertisers. 

So, choosing the relevant keywords is crucial. You have to use different keyword research tools like Google Keywords Planner and SpyFu to get the most suitable keyword you should include in your ad.

3. Refining Landing Pages

You have to add the page’s URL destination to which you desire your ads to be redirected if you are making your ads. It is also crucial to choose the landing pages correctly. 

You cannot expect that you send your blog and think they will make an effort to find out your services and product page and convert, and you do not have to spend your money on it.

 So, sending the people to your home page is equally important rather than just adding a step in your funnel.

4. Leverage Negative Keywords

Choosing the relevant keywords that are displayed in the ads you want to show the visitors when they search on the result page is crucial. Stop being shown the ads for the wrong keywords is also equally important.

 Your ads will be displayed for particular keywords that are sometimes not pertinent to your business. 

In this type of case, using negative keywords is the best option for enhancing the chances of showing your ads in the relevant keywords and not showing your ads even if the audiences use the previously used keyword in the search query.

 It will help to reach your ads to the relevant people. In a sense, negative keywords are the opposite of keywords applicable to those searches that may trigger your ads due to the overlapping words. But it is one of the ways to neglect your ad if it is not relevant to the search.

PPC Strategies

Here is a list of some PPC ads strategies which will help you advertise your business:

Pay Per Click Strategies

  • Launch a remarketing campaign
  • Design mobile-first landing pages
  • Set a Realistic Advertising Budget 
  • Use Responsive Search and Display Ads
  • Embrace A/B Testing
  • Write Compelling, Benefit-rich Ad Copy
  • Try Lookalike and Similar Audiences
  • Include Ad Extensions
  • Advertise on Multiple Platforms


Lastly, we would like to express kind gratitude for reading this blog. We hope you have received the information you are searching for. 

And if you cannot find the topic you are looking at related to it, feel free to give feedback in the comment section below. We are glad to provide the required information about Pay-Per-Click.

“Can my PPC advertisements affect my site’s SEO?” is one of the first things newcomers to PPC or search engine optimization ask.

 Technically, having PPC advertising will not affect your site’s ranking, and your ads will not affect your site’s ranking. If you are genuinely interested in Search Engine Optimization, read another blog related to it. Happy reading!

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