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PPC (Pay-Per-Click)


PPC (Pay-Per-Click) is a digital advertising model where advertisers pay a fee each time their ad is clicked. It’s a way of buying visits to your site rather than earning them organically through SEO. PPC ads appear on search engine results pages (SERPs) and other digital platforms, and advertisers bid on keywords relevant to their target audience.

Example of how you can use PPC (Pay-Per-Click)

Suppose you own a local bakery and want to increase online orders. You can create PPC ads targeting keywords like “fresh pastries delivery” or “local bakery near me.” When users search for these terms, your ads will appear at the top of the search results, driving targeted traffic to your website and potentially increasing sales.

Key Takeaways

  1. Immediate Results: PPC campaigns can generate immediate traffic and results, making them ideal for short-term promotions or product launches.
  2. Targeted Advertising: Advertisers can target specific keywords, demographics, locations, and devices, ensuring ads reach relevant audiences.
  3. Cost Control: Advertisers have full control over their budget, bids, and ad spend, allowing them to set daily or campaign budgets and adjust bids based on performance.
  4. Measurable ROI: PPC platforms provide detailed analytics and reporting tools to track ad performance, clicks, conversions, and ROI, enabling advertisers to measure the effectiveness of their campaigns.
  5. Adaptability: PPC campaigns can be easily adjusted, optimised, and scaled based on real-time performance data, allowing advertisers to continuously improve campaign performance and maximise ROI.


How does PPC bidding work?

In PPC advertising, advertisers bid on keywords, and the highest bidder gets the top ad placement. However, ad position is also determined by ad relevance, quality score, and other factors.

What is Quality Score in PPC?

Quality Score is a metric used by PPC platforms like Google Ads to measure the relevance and quality of your ads, keywords, and landing pages. Higher Quality Scores can lead to lower costs and better ad positions.

What is Ad Rank in PPC?

Ad Rank determines the position of your ad on the search results page. It's calculated based on your bid, Quality Score, and ad extensions' impact.

How can I improve my PPC campaign's Quality Score?

To improve Quality Score, focus on creating relevant ad copy, using targeted keywords, optimizing landing pages, and providing a positive user experience.

What are some common PPC advertising platforms?

Common PPC advertising platforms include Google Ads (formerly Google AdWords), Bing Ads, Facebook Ads, Twitter Ads, LinkedIn Ads, and Amazon Advertising.

How do I track conversions in PPC campaigns?

Conversion tracking involves setting up goals or actions (e.g., form submissions, purchases) in your PPC account and tracking when users complete these actions after clicking on your ads.

What is remarketing in PPC?

Remarketing (or retargeting) in PPC involves showing ads to users who have previously visited your website but didn't convert. It's a way to re-engage these users and encourage them to return and complete a desired action.

Can PPC campaigns be geo-targeted?

Yes, PPC platforms offer geo-targeting options, allowing advertisers to target ads based on users' locations, such as countries, regions, cities, or even specific radius around a location.

How do negative keywords work in PPC?

Negative keywords are terms that you specify not to trigger your ads. By adding negative keywords to your PPC campaigns, you can prevent your ads from showing for irrelevant searches and improve campaign relevance.

What is the difference between PPC and SEO?

PPC involves paying for ads to appear on search engine results pages, while SEO focuses on optimising your website to rank organically in search results. PPC provides immediate traffic and results, while SEO is a long-term strategy for increasing organic visibility.

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