What is Pay Per Click (PPC) Marketing?


PPC, or Pay Per Click marketing, is a simple and effective way to advertise your business, product or services online for immediate results, often in a matter of hours. As an advertiser, you pay only if someone clicks on your ad, which makes it more profitable than other types of advertising such as newspaper ads. 

You can start with a small budget and control every aspect of your advertising campaign. By effectively creating and managing a PPC campaign, you can control your online advertising with consistent results and income.

PPC can be done using search engines, such as Google and Bing and you can also run paid media campaigns on social media like Instagram, Twitter, Facebook, LinkedIn and more.


PPC enables businesses of all sizes to compete online for visitors and customers. By using strategic keywords and managing your budget, PPC can be a fast and effective way to generate immediate sales with a small advertising budget since you are paying only for the clicks. Visitors who click on the ads are likely to be interested, so you won’t be paying for those who see your ad and don’t click it.


PPC is a form of paid online advertising where the advertiser “pays per click” a fixed price for each keyword click. As an advertiser, you should set a minimum budget for the day or week, and select the keywords for your PPC campaign. The price you pay per keyword is determined by the popularity and competitive price of the keyword. It works like an online auction, the more competitive a keyword / search term is, the more you have to bid to “win” the click.

By doing keyword research, you can usually find some gold nuggets. These are keywords that have a good volume, are relevant but not often bid on.


Google Adwords is the most popular PPC advertising tool. You can also try and test with Yahoo, Bing, and other PPC tools on social media platforms. When starting your campaign, search for keywords and phrases to find the most affordable PPC rates. Your goal is to test multiple keywords and get the highest percentage of clicks and sales based on your available budget.

This means that good PPC is not about setting it and forgetting it, it’s important to track your results and make changes and then you can invest in the ads that are giving you the best results.


As a PPC advertiser, you can control your advertising budget and get immediate visitors, as well as income. Unlike other types of advertising or search engine optimization options, you can get PPC results in a matter of hours. It is relatively easy to start and maintain a PPC campaign. 

The special magic comes from knowing how to make sense of the data that you get and making proactive changes to your campaigns to keep improving the results.

You can determine your cost to get a customer/sale, and if it is less than the income you make, you can effectively advertise and control your earnings with PPC.


If you are inexperienced with PPC, you can spend your money quickly and ineffectively. When starting out, be careful with your budget, keywords, and campaign options. While there may be immediate traffic results, this does not guarantee positive sales and income, which will depend on your marketing and website. 

Don’t overpay for competitive keywords, especially if you’re on a small budget. PPC price ranges will vary based on the competitiveness of your industry, product or service, and keywords. To effectively test a campaign and get the most out of your budget, be conservative and select keywords in a lower price range.


First of all, PPC Advertising will only be as effective as your keywords. This means that you have to use the most important and specific keywords that can attract the customers you are looking for. Keep in mind that keywords attract visitors and translate into conversions. Once you’re done with some keyword testing and evaluation and have the ones you think are the most valuable, you can do a great job with your PPC campaign.

A good method to test your keywords is split testing on your website. You can test various keywords on different landing pages, titles, and text. Running a continuous campaign for split test keywords can pay off big money in your PPC campaign. If you haven’t recognized the best keywords yet, use this split test. 

Once you have the keywords and key phrases identified, you can use them in your advertising campaigns. A large number of PPC resources and tools are available on the Internet and various blogs. These tools will help you rank your keywords into “exact match”, “broad match”, and “phrase match”. This will save you time and make your words more effective.

Lastly, don’t overlook the fundamental law of PPC – promote related products and services for improved conversion.

If you’d like some advice or help in setting up an effective PPC campaign then talk to one of our PPC experts. We can create the account for you to run, or we can manage it for you on an ongoing basis as you prefer.

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