What is PPC – Pay-Per-Click Marketing?
What’s the difference between PPC, SEM and SEO?
PPC (Pay-Per-Click), SEM (Search Engine Marketing), and SEO (Search Engine Optimization) are all digital marketing methods, but they work differently. PPC is paid advertising where you pay only when someone clicks your ad. SEM is a broad term that includes both PPC and SEO. SEO is about improving your website so it ranks better in search engines—without paying for clicks.
How does PPC work?
With PPC, advertisers bid on keywords they want their ads to show up for in search results. When someone searches for that keyword, an auction happens in real-time. Google looks at your bid, ad relevance, and landing page quality to decide whose ad gets shown—and where. You only pay when someone clicks your ad.
Why is PPC important?
PPC gets you quick visibility online. It lets you target specific audiences, track performance in real time, and control your budget. It also complements SEO by driving immediate traffic while your organic strategy builds. Plus, it's measurable—so you always know what's working.
What is important for PPC strategy and campaign planning?
Good PPC strategy starts with knowing your audience and setting clear goals. Research your keywords, write strong ad copy, test different ad formats, and track results. Keep optimizing over time—PPC is not a set-it-and-forget-it tool.
What are the top PPC advertising platforms?
Google Ads
The biggest PPC platform. Great for search, display, shopping, and YouTube ads.
YouTube
Uses video ads that play before, during, or after videos. Owned by Google.
Facebook Ads
Lets you target users based on interests, behavior, and demographics.
Instagram Ads
Owned by Facebook. Great for visual brands and ecommerce.
Microsoft
Runs ads on Bing and partner networks. Often cheaper than Google Ads.
TikTok
Perfect for creative, short-form video ads. Great reach for younger audiences.
Ideal for B2B targeting by job title, company, industry, and more.
Used to promote tweets, trends, and accounts to specific audiences.
What are the types of PPC ads?
Search
Text ads that show on search engine results pages when someone searches a keyword.
Display
Image or banner ads that show across a network of websites and apps.
Video
Short ads that run before or during video content, especially on YouTube.
Remarketing (or retargeting)
Ads that follow users who’ve already visited your site to bring them back.
Other ad types
Includes Performance Max, Local Search Ads, and Shopping ads. Great for specific goals or formats.
Wasting Ad Budget on Wrong Keywords?
Not all keywords are created equal. Use tools like Semrush or Google Keyword Planner to find terms that drive real ROI—not just clicks.
If you need help on your ppc strategy, reach out to us at our contact page today!