5 digital marketers working on pay-per-click campaigns

Pay-Per-Click: What is it?

Pay-per-click (PPC) is among the most effective ways businesses reach new customers. This article will explore what pay-per-click is and how it works.   

What is Pay-Per-Click?

three customers buying from pay-per-click digital marketing campaign

Pay-Per-Click advertising is a form of online advertising that allows you to place an ad on search engines and other websites. The advertiser pays each time someone clicks on the ad or visits their website. Pay-Per-Click ads are sponsored, text, paid search, or paid inclusion.

The more people click on your ad, the more you will pay. The keyword determines the price of a click. You choose how much traffic you want from that keyword.

Why is PPC Important For Business?

best restaurant in new york city advertised from pay-per-click digital marketing campaign

Pay-Per-Click is a cost-effective way to reach your audience. It allows you to target potential customers searching for your offer and provides measurable results.

For example, someone searches for “best restaurant in New York City.” If this person lives in New York City, Pay-Per-Click ads could help them find out which restaurants are best by showing them the top five results that they find through search engines optimization techniques such as keyword research and contextual targeting.

Another benefit of PPC is that you can use it for many different campaigns. For example:

-You can run PPC ads for your website and ensure it’s always at the top of Google’s search results. 

-You can run PPC ads for a specific product or service, such as a new line of sunglasses. 

-You can also use PPC to show your customers other products they might like by creating remarketing lists for them (such as people who’ve visited your store but have yet to make any purchases).

Who Can Use PPC?

small business owned selling vintage items using pay-per-click campaigns in Digital Marketing

Pay-Per-Click advertising is a great way to get your business noticed, get traffic to your website and make more sales. Anyone can use PPC advertising for:

  • Small businesses and home-based businesses
  • Individuals with a website or blog who want to drive traffic through PPC ads
  • Established business to maintain and improve their brands’ positioning in the market

How Does PPC Work?

Pay-Per-Click is a bidding system that allows you to pay for each ad impression. You can set daily budgets and bid on different keywords, as well as target specific locations and maximum costs per click. For example, if you’re running an e-commerce website that sells shoes online, your PPC ads might appear in search results related to “shoes,” “sneakers,” or other terms related to footwear sales. Suppose someone clicks on one of these ads and is interested in buying shoes. In that case, the advertising network (e.g. Google) will charge according to the PPC rate, assuming they were searching for something related to what’s being advertised.

Are There Different Types of Paid Search Ads?

You can also use paid search ads to:

  • Drive traffic to your website.
  • Increase sales and conversions.

Paid search ads are the most common type because they’re generally easier to set up than other types, like display or shopping, which require more complicated programming solutions.

What Are Display Ads?

display ads in pay-per-click digital marketing campaign

Display ads are paid search ads shown on search engine results pages (SERP) and other websites, social media and mobile apps. They’re also known as “in-feed” or “banner” ads.

Display ads can be considered small, rectangular blocks that appear next to content in your feed. The majority of display ads are under 2×1.5 inches in size. They typically appear between 8 and 30 seconds after you click from Google’s organic search results page to another website or app. So, for example, if you’re using an Android device, it will show up immediately after clicking through from Google Search.

What Are Shopping Ads?

shopping ads in pay-per-click digital marketing campaign

Shopping ads are a type of Pay-Per-Click advertising that appear on shopping sites. These ads can help drive traffic to your product pages and increase sales.

You can use shopping ads to target specific audiences, such as people interested in particular products or categories or those who live in certain areas.

What Are Remarketing Ads?

Remarketing ads are used to target people who have visited your website. You can use remarketing on search engines, social media and display networks.

Remarketing can be used to promote products or services that visitors have viewed on your site.

PPC Can Be Useful For Businesses Of All Sizes And Stages.

Pay-Per-Click is a great way to get your business in front of new customers, and it’s especially useful for businesses of all sizes and stages. With PPC, you can target specific keywords and audiences based on their behaviour on the web. Keyword targeting means that if you’re selling products or services related to those keywords, those ads appear when someone searches those terms on Google or any other search engine.

If you need to find out where these people are searching from or even what they’re searching for, then there’s no better way than with PPC campaigns! They’re cheap, too: only about $1-$3 per click, depending on how many clicks from each ad copy within an ad campaign setup. You might achieve even higher ROIs by using specialized targeting options like “contacts who bought X product” or “people who signed up for Y newsletter”.


As we’ve seen, PPC is a highly effective way to reach your target audience with the right message at the right time. With the right keywords and ad copy, you can reach new customers looking for exactly what you offer. As a result, PPC gives businesses an edge over competitors and can be a great way to build brand awareness!


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