What is Pay-Per-Click (PPC) in Digital Marketing?

If you’re into digital marketing, you’ve probably heard about PPC. PPC, otherwise known as pay-per-click marketing, is a marketing tactic used primarily for search functionality. Whether you are unfamiliar and want to learn more, you already know the concept but don’t know where to start. You’re in the right spot!
This article defines PPC in its simplest terms and dives into how to use it, so keep reading!

What is Pay-Per-Click?

Pay-per-click advertising is a marketing tactic in which advertisers place an ad on an internet platform (such as Google) and pay a fee every time someone clicks on the ad. Pretty self-explanatory, right?
This technique is to lead a potential buyer who clicks on the ad to a website or an app where they will hopefully make a valuable purchase. Platforms known to be hosts to this kind of ad are search platforms, which allow advertisers to display relevant ads that their audience is searching for them.
There are many benefits to investing in PPC campaigns. It offers a unique opportunity to reach your audience when they are most curious about your product or service. While PPC is ultimately used to close sales, businesses also use it to drive traffic to their brand and target audience research. The value of PPC marketing is endless.

Main PPC Platforms

There are many ad networks used for PPC. And the most notable ones are Google and Bing (Microsoft) Ads. Google operates on a pay-per-click model, where users bid on keywords and pay for clicks on their ads. It is the most popular PPC platform and offers many growth opportunities.
Bing ads run a similar way to Google in terms of PPC. Bing also lets you run PPC ads on Yahoo and AOL. While both Google and Bing drive sales, Bing ads have better ROI results but at a lower volume than Google. How often your PPC ad gets clicks depends entirely on the keywords used in the ad.

Keyword and PPC

Keywords are the backbone of PPC, and good ones make a huge difference in ROI. Keyword research can be time-consuming, but it’s well worth it. Be sure to look into high-volume, industry-specific keywords for your PPC campaign. The highly effective list consists of relevance to your product or service. You want to find targeted keywords that lead to a higher click-through rate on your ads.

You also want keywords that are expansive. Your keyword should not only include popular searches but should also relate to your audience and their interests. Having a repertoire of keywords to pull from will make your campaigns more effective and adaptable.

Why Use Pay-Per-Click?

Pay-Per-Click can become the most effective marketing tactic in your arsenal if utilized correctly. Doing your keyword research, investing in the right PPC strategy, and being open to new opportunities will lead to the success of your campaigns.

To read more about Cost-Per-Click CPC, check out How Does Ad Rank Affect Your Cost-Per-Click (CPC)? article.