What Is PPC & How Does PPC Work?



Paid advertising, or PPC, is a type of advertising where you pay to have ads displayed to users. You only have to pay for the ads that get clicked on by people, which means you don't have to pay for ads all the time. This makes PPC ads cost-effective, which is one of their key advantages.

Now that we know what PPC is. Let's move ahead and see how does it works.

How Does PPC Work?

The pay-per-click model works based on keywords. Ads appear when someone uses particular keywords to search for an advertised product or service. The whole idea of PPC is to display your business's ads in search results that are relevant to what you're selling. When people click on your ads, they reach your landing page, encouraging them to convert.

There are three key parties involved in PPC. Advertisers, middlemen (or PPC networks), and publishers. Let's see how PPC works for each one of them:

How Pay Per Click Works for Advertisers

Businesses that utilize PPC to promote their products and services are advertisers. They pay to get their ads displayed on the PPC network (Google Ads, Bing Ads, Facebook Ads).

When a user clicks on the advertisement, the network charges the advertiser money. This is how the term "pay per click" was coined. The amount they pay per click is determined by the keyword they are targeting and the competition. It might be as little as a few cents or as much as tens of pounds.



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Pay Per Click Works for Publishers

Individuals who collaborate with PPC networks to generate money by displaying their ads are publishers. Publishers receive a portion of the revenue when website users click on these advertisements. The amount they receive is determined by the keyword selected and the average bid for that search.

PPC networks can reach a bigger audience if webmasters and developers display ads on their websites, applications, and videos. When creating PPC campaigns, marketers are frequently given the option of having their ads broadcast on the network or with their partners. Because of the advantages of having publishers and partners, advertisers can pay less per click than they would otherwise.

How Pay Per Click Works for Bidding

Advertisers bid on specific keywords to secure an ad space for terms relevant to their business.

The ad spaces on PPC platforms are sold using an auction system. Advertisers specify where and how they want ads to appear and the amount of money they're ready to spend on advertising.

Because it's a bidding system, the amount you pay will directly impact the ad space you get. The fees charged by the platforms are determined by how competitive specific ad spaces are.

Google's Quality Score Diagnostic tool

Google's Quality Score system assigns a score to the quality and relevancy of the displayed ads. This determines your cost per click and the quality of your ad.

The Quality Score diagnostic tool also helps you identify the improvements needed in your ads, landing page, or keyword choice. Having a relevant ad with relevant keywords, a high click-through rate, and a high-quality landing page will pay off in the long run. Make sure your advertisements have a high-quality score to launch a successful ad campaign.

Final Words


Many businesses rush into creating their PPC ads, only to be disappointed when they don't get the expected results. Users have a far better chance of making money and having a successful campaign if they understand how PPC works. Hence, if you are looking forward to increase your sales through PPC, its time you get in touch with a digital marketing experts. Hope the above article has helped you!

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