Pay-Per-Click Advertising (PPC)
PPC (Pay-Per-Click) is a form of digital advertising where advertisers pay a fee each time their ad is clicked.
It’s essentially a way to buy visits to your website rather than earning them organically through SEO.
The most common PPC platform is Google Ads, but it also exists on Bing Ads, Facebook/Instagram (Meta Ads), LinkedIn, YouTube, Twitter (X), Pinterest, and Amazon.
⚙️ How Does PPC Work?
PPC is typically based on an auction model:
Advertisers bid on keywords or audience segments.
When a user searches or matches targeting criteria, an auction determines which ad is shown.
The advertiser is charged only when the ad is clicked.
The cost per click (CPC) depends on:
Keyword competition
Ad Quality Score (relevance, landing page experience)
Audience targeting
Platform
Types of PPC Ads
1. Search Ads
Text ads triggered by keyword searches
Appear at the top of Google/Bing search results
2. Display Ads
Banner/image ads across websites in the Google Display Network
Great for awareness and remarketing
3. Shopping Ads
Product-based ads with price, image, reviews
Shown on Google Shopping and search
4. Video Ads
Shown on YouTube before or during videos
Great for branding, storytelling
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