What Is PPC

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What Is PPC

Pay-per-click, also known as pay-per-click, is a typical advertising strategy used in online ads that helps bring traffic to websites. It’s extremely efficient since the advertiser pays only the publisher when an advertisement is clicked. This means that advertisers don’t have to invest their funds in campaigns that aren’t able to be quantified by numbers.

How Does PPC Work?

Pay per click, also known as pay per click, is a form of digital advertisement which allows advertisers to pay an amount (fixed or determined through auction) every time a person clicks on their advertisements and then visits their site. The purpose of a pay-per-click strategy is that it is designed in order to “buy visits” for a particular website. The goal is to trigger an exact type of user action, for example, registration or purchasing the product.

While PPC is a common alternative, it’s not the sole payment method that can be used to fund online advertising campaigns. This is why it’s crucial to differentiate it from other options that include:

PPM (payment per 1,000). In this model, the advertiser pays an amount fixed for every thousand impressions, which means each time an advertisement is displayed a thousand times to people who view it. Be aware that using this method, you don’t know what amount you’ll have to pay per visit, because of the difficulty in predicting how many clicks every additional thousand impressions will bring.

PPA (payment for purchase). In this scenario, the advertiser gets paid every time a user completes an action, such as downloading an application. Thus, the connection between the cost and the goal is much more apparent than when it comes to PPC.

Key Concepts to Understand About PPC

Cost Per Click, or CPC

CPC is the amount that the advertiser pays for each click on an advertisement. You can decide on the price that you will pay per click or decide the cost by auction. If you choose the latter option, the advertiser determines the bid or the maximum amount they are willing to pay per click. The system evaluates the advertisement with other ads in terms of their quality and the amount they would be willing to pay. It then displays the winning ad in the first position.

CPC = cost/clicks

CPC = (CPM 1000) CTR = (CPM/1000)

CPC = rate of conversion CPA = conversion rate


Its CTR (click-through rate) is the proportion of people who click an advertisement, based on the number of people who have seen that advertisement. In general, the more effective an advertisement’s quality, the greater its CTR will be.

In certain PPC systems In some PPC systems, the CTR is a key metric to set the price of an advertisement. This is due to the fact that the system will reward advertisements with higher quality, which means a more effective CTR.

CPC = clicks/impressions

CTR = (CPM 1000) CPC


The word “impression” refers to each of the views an advertisement gets, regardless of whether the viewer clicks on it or not.


With online ads, you can have a large degree of control over who you’re targeting through your advertisements. You can divide the people who view your PPC ads based on variables such as gender, age, location, as well as desires, etc. Every pay-per-click service offers a variety of options to combine to attain a high level of precision. In this way, you are sure that you only pay for clicks of users who are likely of becoming customers.

Landing Page

A landing page refers to the website that users are taken to after clicking your advertisement. In this case, the user could be converting or leaving after a short period of time. It is essential for the site to be optimized.

The primary qualities of a great landing page are simplicity, clarity, and relevance to the advertising.


Conversion is likely to be the most significant metric to consider in a PPC campaign since it is measuring the effectiveness of your ads in terms of economics. The phrase “conversion” refers to each of the purchases made by users when they click on an advertisement. Conversion ratio refers to the proportion of customers who converted to users out of all the people who clicked on the ads.

Conversion ratio = number of conversions / web visits


In this context frequency is the number of times that an advertisement is shown to a particular user within a certain time frame. In order to calculate the frequency of an ad, multiply each impression by the total number of unique users.

Frequency = number or impressions or total number of distinct users

Most often, people view ads several times since this makes sure that they are in fact impacted by the advertisement. However, this doesn’t mean you need to be bombarding potential customers with advertisements since excessive targeted advertising can result in rejection.

7 Benefits of PPC

You pay only for visits that you receive. With other types of advertising the advertiser pays to display their ads but they do not get the assurance that it’s producing results. In pay-per-click, there’s an obvious link between costs and effectiveness (visits).

There’s a lot of data about the effectiveness of the advertisement. Pay-per-click services provide advertisers with complete details about the performance of advertising, including the number of clicks, impressions, and conversions.

Excellent optimization options. With all the information available it’s very simple to determine if an advertisement is effective or not and to correct the course in real-time. In reality, the best approach is to make multiple variations of every advertisement and then compare the different versions to determine which performs best. In this way, you will achieve better results each time.

The ads will reach the appropriate target audience. With the numerous ways to segment, you will not miss one click. Only those you wish to target will be shown the advertisement. This will yield better results as those who are in the targeted audience has a higher probability of clicking on the advertisement. The greater the number of clicks, the less the cost of the advertisement.

It is possible to manage your budget in a precise manner. PPC models let you determine a maximum budget per day. In some cases, you may start with only $1. This means they can be customized to the needs of advertisers of all sizes and allow you to decide beforehand how much you will spend on every campaign.

You decide which time and place your ad will be displayed. In the model of pay-per-click, you are able to display your ads across a variety of locations and platforms and choose the ones that you like most. Certain sites allow users to select the times and days on which your ads will be displayed.

You’ll be able to achieve higher visibility and positioning. With PPC it is possible to display your advertisements on the websites that are most frequented by users, like search engines and social networks.

Examples of Pay-Per-Clicks that are used

A PPC is a type of payment and is not confined to any specific website or geographical area. It’s the reason you have so many choices when choosing which locations you’d like to place your advertisements. The most common are as follows:

PPC ads on Search Engines

Google Search Engine Advertising, which is also referred to by the term “search engine marketing” (SEM) can allow advertisers to display advertisements to users based upon keywords that are entered into the bar for searching (for instance, “car-sharing in London”). The most popular search engines, like Google and Bing, make use of a model that is based on PPC by auction.

For advertisers, search ads have two major advantages:

It’s very visible because ads are displayed on the very first search engine result page (SERP) which is the first page on Google. It is possible to position your website in a natural way could cost you many years of effort however, with advertisements, you can build your website’s presence for a lower cost.

It’s very efficient because it targets users who want to satisfy some specific requirement which is related to your product or service.

Advertising via PPC on Social Networks

The primary advertising tools available that are available on social networks including Facebook Ads and Instagram Ads provide the option of paying-per-click.

These kinds of advertisements are integrated into users’ experience on social networks whether in the news section or a side column. One of their major advantages is that they permit you to benefit from the data that social networks collect about their users. This means you can run highly segmented PPC advertisements (for instance, “married men who have recently moved to X”).

PPC Display Ads

Additionally, PPC is also used for banner ads that are displayed on websites that relate to a company’s products and services, or to the needs of its intended viewers.

These kinds of ads can be extremely successful if they’re implemented properly, however, you need to be cautious to avoid getting caught in the trap of intrusive ads. It is important to keep in your mind that CTRs tend to be smaller than other kinds of advertisements, which is why you need a bigger audience.

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