PPC

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PPC

Service Overview

PPC stands for pay-per-click. It’s a type of digital marketing where you pay each time a user clicks on one of your ads. 

To see what pay-per-click ads look like, run almost any search on Google (or Bing). You’ll see ads displayed at the top of the results page:

See the listings at the top marked “Sponsored”? Those are pay-per-click search ads from Google Ads, Google’s ad platform.

PPC is sometimes referred to as CPC. But there’s a subtle difference. 

Cost per click defines the actual amount an advertiser paid per click. And PPC is the term for pay-per-click marketing. 

You can run PPC ads in a variety of places, including:

Why is pay-per-click (PPC) important?

PPC marketing can help attract new customers and grow your business. By making your brand visible to specific audiences and taking them to high-value pages that support your business goals. 

Let’s explore what makes PPC so valuable: 

PPC Ads Allow for Effective Targeting/PPC Ads Drive Fast Results

PPC

PPC ads allow you to reach highly specific audiences, based on very specific criteria known as targeting. So you speak to the right people and avoid wasting ad spend.

The exact targeting options vary depending on the platform. Google Search has different targeting options compared to Facebook, for example. 

Here, you can see how Google enables you to target users based on demographics, keywords, topics, and more: You can even target users who already visited your website or engaged with your brand. This is known as remarketing, or retargeting. 

PPC

With PPC, you can start driving traffic the very same day you start your campaign. This is much quicker than search engine optimization (SEO).

SEO can take months to start driving results. 

Here’s a chart from Domain Overview (a tool that gives you insights into your competitors’ organic performance) showing how long it took Lululemon to start gaining traction with SEO.

Frequently Asked Question

SEO and PPC are both digital marketing channels businesses can use to drive traffic. 

SEO is focused on helping your website rank higher in organic search engine results. And driving more traffic. 

But PPC includes paid search and other channels like paid social and display. 

Pay-per-click advertising uses a pretty simple process:

  1. Sign up for an advertising account with Google Ads or the platform you want to run ads on
  2. Decide who you want to target based on keywords and other criteria like demographics
  3. Set your overall budget and how much you’re willing to pay for each click
  4. Create the copy and images/videos for your ads
  5. Send your ad into an auction with other advertisers who are bidding on the same keywords or targeting criteria
  6. Wait for the auction to determine whose ads will be shown—and where
  7. Pay when someone clicks your ad

There are many different platforms and ad formats (more on those later). And even different strategies. But the main principles remain.

There are many PPC platforms out there. 

Here are some of the most well-known ones:

Google Ads is the largest PPC platform, with a market share of 28%.

Google Ads is made up of two key parts: 

  • Google Search Network: Search ads on Google search, Google Maps, Google Shopping and search partners on non-Google websites
  • Google Display Network: Display ads and videos on YouTube, Gmail, Blogger, and 3 million partner websites and apps

Meta Ads

Meta owns two of the largest social media platforms: Facebook and Instagram. 

You can use Facebook Ads Manager to run PPC ads on both Facebook and Instagram. Meta offers very specific targeting options based on demographics and interests. This, combined with enormous reach, enables brands to tap into a huge pool of potential customers.

TikTok Ads 

TikTok is a popular short-form video platform. And TikTok Ads can be a great way to reach a younger and highly engaged audience. TikTok Ads offers a range of advertising options, including branded hashtags and in-feed ads. With 1.7 billion users worldwide, the platform is growing fast and very popular with Gen Z.

LinkedIn Ads

With LinkedIn Ads, you can reach 900 million users worldwide on the largest social media platform for professional networking. LinkedIn Ads offers advanced targeting options, including job title, employer, industry, and professional skills, making it ideal for B2B marketing.

When you run a PPC campaign, you have a wide choice of different ad formats. The formats available depend on the platform.

Search Ads.

Video Ads.