What Is Pay-Per-Click (PPC) Marketing?

In the business world, many businesses advertise their products through different mediums. One of the primary media is the internet, and some businesses advertise their goods and services to online customers to generate a profit. However, there are some advertising models that can help businesses to grow.

PPC Marketing Definition

Pay-per-click, or PPC, marketing is one type of advertising model. A business places advertisements on an advertising platform and pays the platform host with each instance of an ad click. The purpose of a PPC ad is to direct a potential consumer to the business’ site so that the consumer can purchase a product and provide revenue for the business.

Search engines are a popular type of advertising platform. They display advertisements that are relevant to what a customer is searching for on the internet.

PPC Terminology

Businesses find it essential to understand how this type of advertising model works. Businesses who use search engines as their advertising platforms compete against each other with the hope that a person, who is searching the internet, will click on their ad. Similar to an auction, each ad has a bidding amount and a quality level, and a person can trigger the ad auction. The ads with the highest quality and bidding amount are showcased at the top of the search engine results page according to keywords.

Keywords drive auctions into action and are dependent upon users. Users submit search queries to a search engine, and keywords that marketers want to use to target customers are extracted from the queries. This action helps the auctioning process and determines what advertisements will be present in the auction.

Each advertiser uses accounts, or campaigns, on advertising platforms so that the advertisers can set up their advertisement profiles. Each profile consists of specific keywords and a time and place to be advertised.

Advertisers must prepare ads in addition to sets of keywords. Each ad must have a relevant link, headline and description so that the ads can target potential customers. Ad platforms place winning ads at the top or bottom of a page so that users can see them easily. Advertisers can also add extensions to their ads so that they are more attractive to users when the users see the ads on an advertising platform.

To win an auction, ads must have a high quality score. The quality score consists of how relevant the ad’s keywords are to a query, the quality of the ad’s landing page, the bid amount, the target and the search’s context. The ad target relates to the demographics, location and device of a search query, and ad targets can vary for distinct groups of people. The context relates to the user’s device, time of day or location. These factors collectively determine how relevant an ad is to a user and whether an ad will win an auction against other relevant ads.

Advertisers share the main goal of conversions, which are the actions that they want users to take after clicking on an ad. A conversion can be the user purchasing a product, subscribing to a service or sending an email. Ad platforms can track conversions so that businesses can monitor their PPC advertising and decide whether to keep advertising using this method.

Business Benefits of Using PPC Marketing

PPC marketing can have a powerful impact on a business and can help a business to surpass its goals. PPC marketing can increase business traffic and revenue if it used properly. If a business is new to PPC marketing, then it can quickly incorporate this type of marketing in order to start generating new website traffic.

Some businesses have goals to expose a certain demographic to their products, and PPC marketing can help with that. Businesses can target specific demographic groups with their advertisements according to the advertising platform that they use. As long as their ads have a high quality, businesses can achieve this goal, increase website traffic and promote sales.

Businesses can track their demographics and make changes to their advertising campaigns in order to maximize profits with their current products. They can determine what people group and location provide the most conversions for certain goods and services and adjust in response. Businesses can also see how using PPC marketing has affected their revenue.

Business Strategy

Businesses need to know what their goals are so that they can optimize their profit from products, and PPC goals are some of those goals that marketers have.

Businesses want to increase awareness for their product, so creating advertisements with relevant keywords can help them do that. However, customer consideration is a factor because not all customers of some demographics will purchase an advertised product. Hence, businesses may need to make adjustments to their ad campaigns.

If PPC marketing does not work right away, then businesses can use call-to-actions and leads to engage with potential customers so that PPC marketing can have an effect on revenue and sales. Businesses try to attract customers with special offers, and they can do that through PPC marketing.

Some consumers use specific words that relate to models, discounts and warranties in their search queries. If a marketer uses relevant keywords in their advertisements, then the marketer can attract the consumers and thereby increase consumers who are willing to purchase the advertised product. Consumers are more likely to purchase from a seemingly trustworthy vendor.


PPC marketing is one advertising model that businesses can use to advertise their services to consumers. Businesses create ads with specific keywords, phrases, bidding amounts and target demographics so that more users are likely to click on their advertisements and initiate conversions. There are several popular Long Island PPC management services that can help your business to prosper. Some of those Long Island PPC management services can give you the benefits that you need so that you can increase your business traffic, engage users with your products and precisely manage and budget your campaigns.

About Teri Hatland

Lifestyle blogger for Motherhooddefined.com & founder of BR&O. Travel Reporter, Content Creator, Panelist Speaker, Brand Ambassador, Plus Size Fashion & Beauty Lover, Author, Midwest MomLife Writer.

Leave a Reply

Your email address will not be published. Required fields are marked *