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What is pay-per-click advertising?

Pay-per-click or PPC is an online advertising model in which the publisher gets paid by an advertiser, each time the advertisement is “clicked” on. There are several different types of PPC ads. However, the paid search ad is the most common type of ad.

When searchers are looking for things online using search engines like Google especially when they are looking for some product to buy i.e. commercial searches, the paid search ads appear. It doesn’t matter if it is a mobile search or a local service search. The searches will trigger PPC ads. Display advertising and remarketing are forms of PPC advertising.

How does PPC works?

The PPC is based on keywords. Sponsored ads in search engines appear only when one has typed in a keyword related to the service or the product being advertised. An investment in the related keywords will increase the chance of a higher number of clicks hence, resulting in higher profits.

PPC model benefits both; the advertiser and the publisher. For advertisers, their extra time, energy, and money are saved when their products are displayed only to a specific audience. Moreover, the PPC advertising campaigns i.e., the advertiser save a good amount of money as the value of each click exceeds the cost of the click.

PPC models

There are two types of PPC advertising models. The flat-rate and bid auctioned models determine the pay per click advertising rates:

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In this model, the publisher gets paid a fixed fee for each click by the advertiser. The PPC rates are different according to the different areas of the website.


In this model, every advertiser must make a bid with as much money as they are willing to pay for the advertising. After an auction that takes place using automated tools, it starts to run whenever an ad is triggered by a visitor. The rank determines the winner of the action and not the amount of money that was offered.

Campaign Goals

PPC is not limited to certain types of campaign goals. It is used by all types of campaign goals:

  1. Promotion of brand awareness.
  2. Increase in sales.
  3. Lead generation.

PPC Advertising Ad Formats

To fulfill the marketing objectives several different forms are providing different ad formats.

  1. Text only ads
  2. Ad extensions
  3. Google shopping ads
  4. Call-only ads
  5. Responsive ads
  6. Image ads
  7. Video ads
  8. Lead generation ads
  9. Offers ads
  10. Event responsive ads
  11. Gmail ads
  12. Banner ads
  13. In-game ads
  14. Mobile ads

Benefits of PPC Advertising

There are some key benefits of PPC advertising:

1.    You get a high level of exposure, thus achieving digital marketing goals easily.

2.    The combination of the Google Ads tool and Google Analytics will result in easy tracking with the performance details of clicks and conversions etc.

3.    Stats are available as well which work perfectly when you need to know about your campaign’s performance.

4.    Google ads offer great traffic within minutes of launching.

5.    The promotion of your brand is easy as you are no more limited to your audience/followers.

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Final Thoughts

If you want the world to hear the noise of your success, you must not consider any marketing strategy as a minor step. The above-mentioned basics will tell you the significance of PPC ads and how useful they are.