How Does PPC Work? Pay-Per-Click Advertising Explained

There are a lot of digital marketing techniques to choose from, one of which is PPC. We have taken a look at PPC, how it works and the various platforms using it.

What is PPC?

PPC stands for pay-per-click and it’s a way of advertising a business, product or service online. Whereas SEO is focused on helping a business to organically climb to the top of search engine results, PPC allows you to pay a fee to have your website at the top. This happens when someone searches a specific keyword or phrase – which you will have already chosen as part of your PPC campaign – and you only pay when someone clicks on the ad. The ad takes the person who has clicked to your website, where they will see that you offer exactly what they are looking for. The amount you pay varies depending on how many other businesses are targeting the same keywords.

What Platforms Use PPC?

A lot of platforms use PPC including Google Ads, Bing, Instagram, LinkedIn, YouTube and Facebook. In fact, you will see PPC campaigns in most places you visit online. This gives you the opportunity to utilise PPC techniques in a variety of online spaces, giving you the chance to reach a wide audience. Most businesses focus their attention on Google Ads because it has the most impressive reach, but Facebook advertising is also hugely popular.

How Does it Work?

PPC is based around keywords, and your ad will only appear when someone searches for a keyword that is related to your service or product. This is why it’s important to choose keywords that are relevant to what you are offering. Otherwise, you could pay for someone clicking on the ad, only to find that you don’t have what they want and they quickly take their business elsewhere. Once you have selected relevant keywords, you must state how much you are prepared to pay for each click on the ad. When someone searches using one of your relevant keywords, the advertising top spot is given to the highest bidder. The ‘winner’ of the auction is usually the ad with the most relevant content and the highest bid.

How Can Profici Help

The world of pay-per-click advertising can seem complex, but Profici is on hand to help. We take care of all aspects of PPC with our long and varied experience, and we report back in detail. You can focus on other aspects of your business, knowing that you will always be up to date with how your PPC campaign is going. To find out more about how Profici can help with your PPC campaign, get in touch with our talented team.