What Is PPC? Learn The Basics Of Pay-per-click (PPC) Marketing

What Is PPC

April 8th, 2021   |   Updated on November 9th, 2021

Pay-per-click marketing has helped several marketers to establish their brand at low costs. Since the evolution of digital marketing, its industry has become highly competitive, and to thrive in these competitive markets, business owners need to take their game up a notch.

Digital marketing has several benefits over traditional marketing, such as better reach, low-cost marketing, more arenas to explore, and so on.

But as every brand owner has become aware of this tool, you have to be extremely smart while choosing your marketing strategies. PPC is one of such tools that can help you gain an edge over the ever-growing competition.

In this article, we will discuss everything to know about PPC to help you grow your business.

What is Pay-per-click Marketing?

In PPC, advertisers pay for the advertisement only when their ads are clicked. It is a paid marketing strategy where you only have to pay for the engagement you are receiving.

PPC is one of the most popular marketing strategies, especially its search engine advertising strategy, as people primarily use a search engine to look for a specific product or service. Advertisers have to bid for the top spot on the search engine page for the results related to a particular set of keywords.

For instance, if you are a shoe company, when a user will search for shoes, the search engine will place your ad on the top of its result page. You only have to pay for the advertisement when the user decides to click on your link and is redirected to your website.

This form of advertising is very profitable as the amount you are paying for the ad is invaluable to the business and engagement the user will provide on visiting your store.

For instance, suppose you are paying $5 for the ad, and the user gives you $100 business on interacting with your brand, then the profit is considerably large.

PPC marketing, while very efficient, needs a lot of research to be applied successfully. The most important step is thorough research of keywords that are synonymous with your brand and services. The next step is to develop an effective landing page that will increase the chances of conversion.

Search engines reward advertisers with intelligent and relevant PPC campaigns by charging them less for the ads. So developing a smart PPC campaign will help you gain traction and reduce marketing costs.

Google Ads for PPC Advertising

Google Ads is the most efficient PPC advertising system because of the search engine’s wide use. These ads also operate on a pay-per-click model where different advertisers have to bid for a particular keyword. The advertiser with the highest bid usually gets the top advertising spot on the search engine result page.

When a user searches for a particular keyword, Google decides which advertiser to put on the top. This decision depends on several factors such as quality, relevance, and effectiveness of the PPC campaign and the bid’s size.

The factors that determine the success of your PPC campaign for high ranking on Google Ads are:

Keyword Relevance: The most crucial prospect of any digital marketing campaign to select relevant PPC keywords are lists, proper ad text, and tight keyword groups.

Landing Page: The second thing to remember is to create an optimized landing page that will promote conversion and sales. You can achieve this by promoting relevant content and a clear CTC on the landing page.

Creative: Your landing page and the ads have to be creative to attract customers to interact with your business.
Quality Score: Google decides if the quality and relevance of your ads are up to the mark. Ads with better quality scores rank higher on the search engine result page and perform better.

How to perform PPC keyword research?

Searching and curating a list of relevant keywords can be extremely time-consuming and a mundane task. However, it is the most crucial task on which the success of your company depends.

Every digital marketing campaign, especially, PPC is built around keywords, and these keywords need to be updated regularly to stay on top of the recent trends.

An efficient keyword list must be:

Relevant: The first rule of marketing is to be relevant to your business. If you choose keywords that do not have anything to do with your business, it will not improve your sales or engagement. Choose keywords with a higher engagement rate, increase profit, and provide effective cost per click.

Exhaustive: Apart from including popular and frequently searched keywords, you should also include keywords that are part of the long tail of the search. These are less commonly used keywords but can account for the majority of search-drive traffic.

Expansive: It is essential to update your keyword list regularly as PPC is iterative, and your keywords need to grow and adapt to the latest trends.

How to manage your PPC Campaign?

Sadly, your work is not finished after creating a PPC campaign as it requires constant monitoring to ensure its effectiveness. It is essential to have regular account activity to have higher chances of engagement. You should manage your PPC campaigns by making the following adjustments regularly.

Add Negative Keywords: Adding non-converting terms to the keyword list will improve campaigns’ relevancy and reduce cost wastage.

Add PPC Keywords: Keep updating your keyword list with new keywords to stay relevant and have a better chance of success.

Review Costly Keywords: Monitor the efficiency of costly keywords as if they are not providing satisfactory results, they might not be worth spending an extra buck on.

Refine Landing Pages: No one likes looking at the same page over and over again. It is essential to refine your landing page to align with user demands and provide a better user experience.


PPC is a great way to start your digital marketing journey as it is one of the most cost-effective digital marketing strategies. As you are only paying for the engagement you are receiving, it will help you budget your expenses smartly.

Also, the PPC campaign’s cost is immediately earned back by the engagement and sales you receive from the clicks.

To improve your campaign’s efficiency, follow the methods mentioned above and improve your chances of success.


Bhavik Soni is a Creative Writer at Auto Monkey. We provide an original analysis of the latest happenings in the social media industry. Connect with Latest Social Media Trends and News plus tips on Twitter, Facebook and other social tools on the web.