What is PPC Marketing | Pay-Per-Click | Brief Guide 2022


Pay-per-click (PPC) is a crucial part of digital marketing. PPC marketing is one of the fastest and most effective ways to generate leads for your business and reach new customers online. 

With the passage of time, digital marketers have tasted more and more success with PPC marketing methods. No wonder it’s made such a mark in the digital world. Being effective and affordable, it is a great marketing technique for businesses both big and small. 

When we speak of PPC marketing, there are certain things to consider before you get started. This guide to PPC marketing will help you delve into the overall concept, how it works, and the benefits of this approach.

What Is PPC Marketing?

PPC stands for pay-per-click. It is a marketing model where companies get visitors or customers to their website through small ads that are placed on other websites. Usually, you find these ads at the top of search engine results pages, such as Google and Bing to promote products and services. However, PPC marketing also happens on social media networks like Facebook, and even on e-commerce sites like Amazon.

As you only pay if a user engages with your ads, PPC marketing allows you to present your offering to an audience with the intent to buy, meaning the chance of conversion tends to be higher than other marketing methods like SEO.

How Does Pay-Per-Click Work?

In PPC marketing, a brand sets up an ad and pays each time a user clicks on that ad. The following points outline how the overall mechanism functions:

  • An advertiser creates an ad group that contains a list of keywords and corresponding ads.
  • They set a budget, goals and specify any rules that apply to the campaign.
  • Once the advertiser has created an ad group, they bid to appear for specific keywords within the ad space.
  • The pay-per-click platform uses an algorithm to determine which ads are displayed and which are rejected. It is based on the highest bids and highest quality content.
  • Ads are then placed at the top of the search results, and each time a user clicks on an ad, the advertiser pays a fee (the cost per click).
  • The advertiser monitors PPC performance over time, measuring important metrics such as CPC (cost per click) CPA (cost per acquisition), and CTR (click-through rate). The individual campaigns and ad content are tweaked and optimized as necessary to continually improve performance.
Pay-per-click marketing example:

The Dropbox marketing team knows that their target audience frequently searches for cloud storage. They create a PPC search ad to display whenever users search for cloud storage. Dropbox pays nothing to set up the ad campaign through Google Ads. A user searches for cloud storage, sees the Dropbox paid search result and clicks on it. This is when Dropbox is charged.

What are the Major PPC Platforms?

There are three major platforms for PPC marketing:

Google Ads is Google’s primary PPC advertising platform. It offers pay-per-click advertising on its Search Network and searches partner sites along with image and video advertising on its Display Network. Advertising on YouTube is available through the Google Ads platform.

Amazon Advertising

Amazon Advertising is the fastest-emerging PPC platform for e-commerce retailers. It empowers advertisers to create display and shopping-focused campaigns that promote their products on Amazon’s shopping network.

Microsoft Advertising

Microsoft Advertising (formally Bing Ads) is Microsoft’s PPC advertising platform. The platform allows pay-per-click advertising on its Search Network (Bing.com) and searches partner sites (including Yahoo.com) along with native advertising.

Benefits of PPC Marketing

There are four distinct benefits of PPC marketing:


Advertisers can quickly drive a significant amount of traffic to their website. If managed effectively, PPC marketing is one of the fastest digital marketing strategies to drive traffic and increase conversions.


Performance data is available almost immediately, which makes it easier to quickly make adjustments to your campaigns and improve their chances of success.


Creating a highly-targeted audience to show your ads to is straightforward, especially on Search and Shopping Networks.


With effective conversion tracking, advertisers can see the ROI of their ads.


Pay-per-click marketing is a complex digital marketing tactic. It can be a risky marketing channel if not managed properly. But it offers significant value and it has to be a core building block for any successful digital marketing campaign. As long as you know your goals, set your budget, and test carefully, PPC marketing can work wonders for you. 

If you have any comments, queries, or suggestions regarding this article, please state them in the comments section below.

Thanks for reading


Steve Smith is a entrepreneur and Experienced in making money online with a demonstrated history of working in freelancing field.

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