What Is PPC? (Definition, Importance And Advantages)

Updated 19 September 2023

Pay-per-click (PPC) is an online marketing strategy where advertisers pay a search engine to appear prominently in search engine results. It is a type of internet advertising in which marketers get charged each time someone clicks on their advertisement. The search engine or other platform receive compensation only when it directs visitors to an advertiser's website as a result of someone clicking on the advertisement. In this article, we discuss PPC and how it works along with its importance and explore steps to manage a PPC campaign.

What Is PPC And How Does It Work?

If you are in a marketing or advertising position, you may benefit from understanding 'What is PPC?'. PPC is a type of digital advertising in which an advertiser pays a fee each time a user clicks on one of their advertisements and increases organic traffic on the website. The goal is to prompt a certain form of user action, such as registration or purchasing a product. You may use a variety of keywords in each of your ad campaigns. This may allow potential customers to see those items or services. Several users may see a PPC ad, but the charges apply to the advertiser when internet users click on the ad.

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Why Is PPC Important?

PPC is one of the most useful strategies for online advertising and enhancing the online presence of a business. The following are the important features of PPC in terms of business operations and growth:

It is affordable

With a good PPC campaign, you can set your budget, targeting and ad placements. It might be a good value for money because you only pay when a person visits your website. You may invest in these campaigns according to the company's marketing objectives and finances.

It generates quick traffic

To target specific traffic, PPC remains beneficial. You may target your audience based on factors such as location, language, keywords, time, date and even device type. You may also employ ad re-targeting, which shows your advertisement to those who have already visited your website.

It provides good leads

PPC is an effective method for any website or company that generates online leads. It is essential to make your advertisements at the right time. This can increase the number of clicks and better encourage consumers to purchase a product or service.

It assists SEO strategy

PPC allows you to test your keywords before incorporating them into large-scale search engine optimisation (SEO) strategies. Organic keyword conversion rates might be difficult to increase, but you can leverage PPC keyword data to affect your organic search market strategies. You can better optimise a website's metadata and headlines with the top keywords by identifying the keywords that convert to paid advertisements.

It does not require algorithms

It may not be always possible that PPC algorithms create a significant impact, in terms of increasing organic traffic. You may take your time considering the campaign objectives and forecasting the outcomes subsequently. You pay to make the advertisement appear in web search results and pay for the clicks accordingly.

Related: What Is Conversion Rate Optimisation? A Complete Guide

It offers multi-tiered targeting options

A PPC ad campaign may provide you with the essential analytics. These indicators include age, gender, geography and other interests that may target clients both locally and worldwide. Using PPC advertising tools, you may plan your campaign delivery at certain times, places and demographics.

It assists the social media strategy

To convert more consumers, you may employ an integrated PPC campaign across web search results and social media. A combined search and social PPC campaign can lower cost per acquisition while converting much more consumers than separate PPC efforts. This is because you may receive more cross-channel customer data. The combination of cross-channel customer data can improve your campaigns even further.

It helps with retargeting

Retargeting is the method of remembering visitors to the website and delivering them your advertisement based on their previous visits. When you integrate PPC with analytics, you may have a deeper understanding of the non-converted data. You can retarget visitors using this information.

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How To Manage Your PPC Campaign

If you are managing a PPC campaign, here are some steps you can take to ensure it is a success:

1. Choose the keywords

Before implementing the PPC strategy, it is essential to first decide the keywords you want to target. Keywords are the words or phrases that users input in the search field of web search engines to find the information they require. To execute a PPC campaign, it is essential to understand what industry-related phrases consumers are looking for and which are most likely to deliver paying clients. The keywords you select may include highly focused long-tail keywords that represent common search requests from internet users.

2. Design the landing pages

Landing pages are critical to the success of your PPC campaign, as they immediately address visitors' requests and provide potential solutions. Ensure the page is based on keywords that provide detailed, useful information about them. The more relevant details you can provide, the higher your chances of addressing a user's inquiry.

3. Create the advertisements

After determining your keywords and pages, you now require attractive advertising. Every ad can have two primary components that include a headline and a call to action. You can include the term you wish to target in the headline of your ad. It can also include corporate information, such as recent accolades or just brand names. After gaining their attention, you may use a call to action to convert them to potential leads. Call immediately, purchase now and sign up now are all effective calls to action that inform people of their subsequent steps to take.

4. Monitor the results

PPC is easily trackable, which makes it useful in marketing. You can get precise data on how many times your ad appears, what the click rate is and who clicks on it. Impressions, click-through rate (CTR) and bounce rate are three of the most essential metrics in PPC. With these analyses at your disposal, you can increase the chances of success of your PPC campaign significantly.

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Additional Advantages Of PPC

PPC has numerous advantages for businesses. You can obtain important data to aid in your marketing and optimisation efforts. Here are some advantages of PPC advertising:

Facilitates SEO

Search engine optimisation is a critical component of an online marketing plan designed to attract visitors. If the company has a great website but does not rank high in search engines, PPC is useful here, as it examines your keyword impression data and how many people are seeing your adverts for a specific set of phrases or words. As a result, you may understand which of those are popular and optimise the website optimisation accordingly.

Ensures charges apply only to the visits websites get

In other advertising formats, marketers pay to promote their campaigns without assurance of guaranteed results. PPC is best suited for people who require genuine engagement and want to track clicks because it makes sure that they only pay for each person who clicks on the website. There is a clear relationship between cost and performance when using pay-per-click.

Provides ample data

You have a lot of information regarding the ad's performance. The PPC platform provides the advertiser with detailed information on the status of the campaign. The number of impressions, clicks and conversions are all included in PPC analytics.

Offers optimisation

With information like the number of clicks and conversions at your disposal, it is easier to determine whether an ad is working and change the strategy accordingly. The ideal method is to make many versions of each ad and compare them to discover which ones perform the best. This way, you can consistently increase the organic traffic of a website.

Helps in budget management

With PPC, you can carefully allocate your budget for promotional campaigns. PPC models allow specifying a daily spending limit. This means they are affordable to advertisers, which can help plan the resources allocation on each campaign.

Enhances visibility

You may display your adverts on some of the most popular sites frequented by users, such as search engines and social networks using PPC. PPC advertisements may boost the exposure of the website, which can lead to an increase in the ad's click-through rates. This can ensure better positioning of the website on search engine results pages (SERP).


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