What Is PPC (Pay Per Click Marketing)?

Whether you have heard about PPC Advertising or Marketing or because you are curious, you have come to the right place to learn more about What Is PPC (Pay Per Click Marketing) and how it actually works. 

Search engine advertising is one of the most popular methods of PPC. It allows advertisers to bid for advertisement placement in a search engine’s sponsored links when someone searches on a keyword that is related to their business offering.

For example, if we bid on the keyword “dog coats,” our ad might show up in the very top spot on the Google results page.

What Is PPC (Pay Per Click Marketing)?

Every time our ad is clicked on, sending a visitor to our website, we have to pay the search engine a small fee. When PPC is working correctly, the fee is trivial, because the visit is worth more than what you pay for it. In other words, if we pay £0.15 for that click, but the click results in a £100 sale, then we’ve made a respectable profit.

A lot of effort goes into building a successful PPC advertising campaign and isn’t as simple as some might seem. To get the right combination, a lot of research must be done.


Google Ads, formerly known as Google Adwords, is the most popular PPC advertising platform in the world. Used by more businesses than any other platform, it offers businesses fantastic scope when it comes to promoting products and raising awareness.

Google Ads works by simply charging businesses on a pay per click basis. Your ad, if clicked on by a potential client or customer sends them to your product or web page relevant to the keywords they entered in the search engine.

Your PPC ad position depends on your ranking

Getting on top of the search listings, or on page one of Google, requires a number of factors. Your CPC and Quality Score must be higher than average in order to meet the criteria required to rank at the top.

What this means, is that you will need to offer the highest bidding amount and your ads, keywords, as well as many other settings within your account, will need to be fully compliant.

Once you have met these criteria’s, your ad will show more frequently at the top of the ad listings on Google for your keywords.

For example; If you create an ad for “Dog Coats”, placed a dozen or so related keywords on the ad as well as create a high bid amount of say £0.50, your ad will be more favourable because Google will earn more from your potential clients clicking on the ad. In turn, you will gain more conversions on your web visitors because they will be presented with exactly what they were looking for.

This is why it is very important to ensure that your keywords are as accurate as they can be and that you do plenty of research, so that you don’t waste money. Imagine using the keyword, “Dog Collars” for your Dog Coat ad, which, costs £0.50 per click.

Every time a customer clicks on that ad having entered the keyword, they would expect to find dog collars, not a dog coat, therefore you may end up spending a ton of money and never selling anything!

Customers are often time restricted and prefer to shop with ease, so presenting them with what they are looking for in one click is critical to successful conversions (turning ad clicks into physical sales on your website).


One of the most frustrating aspects of running a PPC campaign is that many businesses fail to achieve the results they were looking for in the first month. They become disheartened, out of pocket and often give up. 

One of the most critical considerations when managing your PPC campaign is to ensure you use the correct keywords and URL links to the products you will be promoting within the ad. For generic ads, those that lead customers to your home page aren’t as important.

For ads that concentrate on a specific product, like in our example above, it is is essential you research your keywords and determine what works best in order to reduce your CPC (Cost Per Click) and to achieve the most effective results.


To get the most out of a PPC Advertising and marketing campaign, get in touch with Chris Seagal Digital Marketing Agency to discuss options, budgets and strategies. We can create PPC campaigns to suit any budget.

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