What Is Pay-Per-Click And Why Is It Important?

Pay Per Click Marketing

Are you someone with a new business looking for getting your first traffic and sales, or are you considering ways to grow your online brand presence? Here the role of Pay Per Click (PPC) comes into being for you. A digital marketing channel, PPC can help you to drive traffic and conversions from search engines. 

Though a great way to get business marketing and getting new clients, for those who have just started, it can be a little confusing.
In this article let's have a tour of the PPC world and know how it works.

What is PPC?

PPC is an online advertising model, where ads are run on platforms such as google ads, and pay a fee every time someone clicks the ad.

You must also have noticed ads being displayed at the top of the results page on Google.
PPC is usually used as a strategic approach by businesses to drive traffic and sales from their target audience.

Unlike traditional advertising, PPC can help you make a mark in front of your audience, with a precise level of targeting. It offers you the assistance to reach your audience at the time they are looking for a business like yours, along with gaining insights and helping you improve the efficiency of the process.

Paid advertising has become a big business these days. Alphabet from Google through their ad platforms alone earns more than $162 billion every year. 

Working on PPC Advertising

As a marketing channel, PPC covers numerous ad platforms, the most popular being Google Ads.
Within these platforms, there are different formats which include - 

- Search Ads
- Video Ads
- Shopping Ads
- Gmail Ads
- Display Ads etc.

The majority of businesses start their PPC Marketing on Google Ads, as it gives access to a large audience of potential customers. It also supports different ways to set up and run Ad campaigns depending on the business goals.

Apart from the platform and the Ad format, PPC working is a simple process. Let's have a look at it:

- Platform selection and signing up for an advertising account 
- Ad creation by adding appropriate keywords, targeting the desired audience
- Set the cost you plan to pay for each click
- Your Ad goes for an auction, bidding with other advertisers on the same keywords
- The auction states the order in which the Ads are determined
- You are liable to pay whenever someone clicks your Ad

Even with differences between different Ad formats, the main principles remain the same.

Working on PPC Ad auctions

Now the next thing we need to understand is the working of the auction. For those who are new to PPC, this part can be rather confusing. 

An Ad auction is used to determine factors such as:

- Eligibility of an Ad account to enter the auction
- Order in which the eligible Ads will appear in the Ad space on the results pages
- Cost of a click that applies to each of the advertisers whose Ads are showing

The order of the Ad on the results page is determined by the Ad rank, which can be defined as: Ad Rank= Quality Score * Max CPC

Where CPC is the cost per click and the Quality score is the metric that consists of numerous factors like expected CTR (click-through rate) of an Ad, relevancy of an Ad to the search question, and the experience of the landing page that the Ad will divert traffic to.

Why Should You Use PPC?

Before considering PPC as a marketing channel for your business, you should be aware of the benefits so that you can invest here with an open mind.

Let's take a glance at the most common reasons for opting for PPC:

- PPC allows you to start receiving clicks very quickly 
- It is easy to measure and track
- You possess full control of when the Ads run, turning them on and off as you intend
- You also have full control over the amount you spend each day and how much to pay per click 
- It helps in targeting the right audience
- It provides the option of multiple Ad formats

About Search Ad Campaigns

Search and shopping campaigns are considered the primary Ad formats used by most businesses.
If using this type of PPC Ad for the first time, you should be well guided about the different components and basics of search Ad campaigns.

Campaigns and Ad Groups

The search Ads are split into campaigns and Ad groups.


A campaign consists of multiple ad groups which further contain Ads and keywords.

Ad Groups

These groups sit within campaigns and contain both Ads and keywords. The total number of Ad groups within a campaign depends upon the type of business and the number of keyword groups that you will be bidding for.


Keywords trigger an Ad to show on Google. The control variations like the different match types can be used for keywords to trigger an Ad to show or not. You can also set a max CPC bid for each keyword in an Ad group. 

Keyword Match Types

Several keyword match types allow you to control the search terms in the terms of how they can trigger your ads and according to how wide the variants are.

The types include:

Broad Match

Here the ads show even for searches that may be misspelled, synonyms, or other related variations.

Phrase Match

The ads appear for terms that may include additional words searched along with the keywords.

Exact Match

The ads show the exact keywords or very close variations. You are bound by the highest control over the terms that trigger an ad.
+Broad+ Match+ Modifier

Very similar to Broad Match, this type trigger ads only for those search terms that include a + sign before them.

The other important parameters that are included in Search Ad Campaigns are:

- Negative keywords
- Ads
- Bid Adjustments
- Location Targeting
- Ad Schedule
- Campaign Budget
- Ad Extensions

Thorough knowledge and understanding of PPC can prove to be a profitable marketing channel for your business. Relatively easy to start with, it can be operated on the most popular platforms and offers a pool of benefits that don’t exist with others.a

PPC Courses in Nagpur

At Snable, we offer you complete training and understanding of PPC with our specially designed six-month Digital Marketing course. This unique course can help you become a professional, not only in Pay Per Click Marketing, but also help you gain expertise in Social Media Marketing, SEO, Email Marketing, Paid Marketing, and Personal Branding. 

We also provide you with 6 hands-on capstone projects to further nourish your knowledge along with digital marketing certifications to enhance your job profile and gain exclusive job opportunities. For more details log on to www.Snable.in

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