what is ppc

What is PPC ?

What is PPC - Defination

You’ve come to the right place if you’ve learned a little bit about PPC marketing and want to learn more, or if you already know you want to use PPC to advertise your company but don’t know where to start.

What is PPC ?

PPC is an abbreviation for pay-per-click, an internet advertisement model in which advertisers pay a fee each time one of their advertisements is clicked. It is essentially a method of purchasing visits to the website rather than trying to “earn” such visits organically.

The ad’s aim is to direct users to the advertiser’s website or app, where they can complete a beneficial activity like buying a product. Advertisers will view advertisements similar to what users are looking for on search engines, which makes them popular host sites.

Real-time bidding (RTB) is used by advertising providers such as Google Ads and Microsoft Ads, in which advertising inventory is sold in a private automated auction using real-time data.

what is ppc

How Do PPC Ads Appear?

The majority of PPC advertisements appear in search results, but not all of them. Pay-per-click marketing advertisements are classified into three categories.

What Is the Method of Pay-Per-Click Advertising?
PPC as a marketing medium encompasses a variety of ad formats, the most popular of which are Google Ads and Bing Ads.

And there are various ad formats available on each of these channels, including:

Shopping Ads
Shopping Ads
Gmail Ads
Display Ads
Gmail Ads
Most businesses begin their PPC marketing with Google Ads, simply because it provides access to the largest audience of potential clients and customers, as well as a variety of different ways to set up and run campaigns depending on your goals.

However, regardless of platform or ad format, the way PPC works is largely unchanged, and it is a fairly simple process:

  • Sign up for a platform advertisement account.
  • Create commercials (and select the right targeting by adding keywords or audiences, etc.).
  • Set the highest price you’re willing to pay for each click.
  • Your ad is placed in an auction with other advertisers bidding on the same keywords.
  • The order in which the advertisements appear is decided by the auction.
  • When anyone clicks on your ad, you pay.

It is fairly simple and easy to grasp, and although there are variations between various ad formats (and other bidding methods that can be used, for example), the basic concepts remain the same.

How do PPC ad auctions function?

When a consumer conducts a search, an ad auction occurs, which is used to assess factors such as:

The auction eligibility of an ad account.
The order in which qualifying ads appear in the results pages’ ad space.
How much each of the advertisers whose advertisements are shown would pay for a click.
The maximum CPC (cost-per-click) that an advertiser sets in their ad account for a particular keyword or ad category — this is the most that they are willing to pay for each click — is the first influencer on the auction here.

However, this does not necessarily imply that this is the highest amount they can pay.

The other aspect is the Quality Score (QS), a metric that takes into account a variety of factors such as an ad’s expected CTR (click-through rate), ad relevancy to the question being searched for, and the experience of the landing page to which the ad would guide traffic.

We’ll go over Quality Score in more depth later.

The Ad Rank determines the location of an ad on the results page, which can be described in simple terms as:

Ad Rank = Quality Score X Maximum CPC

Google’s actual formula is a bit more complicated, but this is a fantastic way to get a general understanding of it.

An abbreviation glossary

We’ve already covered a few of the three-letter abbreviations that occur in paid quest, but here’s a full list of what they all mean.

what is ppc


CPC, or Cost Per Click, refers to the fact that you, as an advertiser appearing on a SERP, pay the search engine for each individual click on your ad. It is effectively synonymous with PPC (pay-per-click), though others use Cost Per Click to refer to the metric that calculates cost per click and PPC to refer to the technique as a whole.


CPM Unlike CPC, this advertisement model is focused on the number of people who see the ad (known as “impressions”) rather than how many click on it. This model is ideally suited for businesses who want to increase brand awareness rather than produce direct sales.


Product Listing Ads or PLA. Often known as Google Shopping Ads.


PPC stands for Pay Per Click. Pay per click, or PPC, is the most common paid search model and is commonly used to refer to all paid search. As previously mentioned, it is exactly the same as Cost Per Click (CPC) in that the advertiser pays the search engine for each click on their ad.


SEM is an abbreviation for Search Engine
Search Engine Marketing, also referred to as Search Marketing, is a broad term. It is often used to refer solely to paid search ads, but it may also refer to SEO (Search Engine Optimisation).

Google Adwords

Google Ads (previously known as Google AdWords) is Google’s own advertising network. It provides PPC/CPC, CPM, and site-targeted banner, email, and rich media ads.

You can use Google Ads to view your ads on one or both of Google’s advertising networks:

Google Search Network, which includes Google Search, Google Shopping, Maps, and its numerous search partners, as well as any advertisements that appear on Google search results pages.

Google Search Network, which includes Google Search, Google Shopping, Maps, and its numerous search partners, as well as any advertisements that appear on Google search results pages.

Google Display Network, which includes every website that has collaborated with Google, as well as other Google sites like Gmail and YouTube.

If you want CPC with Google Ads, you can set your bid (the amount you’re willing to pay for each click) to manual or automatic. You select your bid amounts with manual, and Google selects the bid amount for you within your budget with automatic. You can set your maximum bid sum with CPC and CPM.

what is ppc
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