Pay Per Click Advertising In A Nutshell

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Have you ever noticed a few ads that appear above the search results? Then you are already familiar with the Pay Per Click(PPC) advertising. In today’s world, we can say without a doubt that Search Engine Marketing is one of the best platforms to advertise online.’s survey shows that nearly 45% of small businesses are actively investing in Pay Per Click advertising. Moreover, Unbounce research proved that PPC visitors are 50% more likely to purchase something than organic visitors.

Let’s see how we can put PPC into service to stir up your revenue and achieve business objectives without any snags. 

What Does Pay Per Click Advertising Mean?

To simplify, imagine Pay Per Click advertising as an online billboard—whenever a user clicks the ad, the advertising platform charges you. Predominantly to avoid biasing, search engines like Google use a bidding system to determine each click’s cost. 

The first step in pay per click advertising is keyword research; with the gained analytical and competitive intelligence, you create and place your compelling ad copies under the researched word’s Search Engine Results Page (SERP).

Since our ad copied and keywords are in place, the next step is to allocate budgets to each campaign. One of the cardinal perks of this tool is that the level of control you have over the money spent on ads. 

Almost all the Pay Per Click platforms let you gain full control over every single penny you spend. You can either waste thousands of dollars on an ineptly maintained campaign or optimize it wisely to foster a significant revenue amount.

How does Pay Per Click advertising work?


Advertisers cannot pay more for their ads to appear at a better ad real estate. Therefore, before featuring in the desired spot—your Ad goes through an auction.

PPC is a semi-automated process where the platform you advertise on considers relevance, validity, and bid to provide you with favorable ad space. Thus, it’s crucial to keep in mind that your ad should be relevant to your keyword. 

Relevancy is one of the biggest influencers in PPC’s algorithm to determine the ad’s rank.

Types Of PPC Advertising:

  • Search Advertising
  • Display Advertising
  • Social Media Advertising
  • Remarketing
  • Sequential Remarketing
  • Shopping Ads

Search Advertising

Whenever you search online, Google or other search engines provides a brew of organic results and expanded text ads. You definitely would have come across these ads—they show up either before or after the search results. 

To explain how search ads work, Google commonly uses a modified second-price auction system to rank the Search Engine Results Page(SERP) advertisements. Using this, Google determines how much each advertiser has to pay for their desired spot.

Display Advertising

Unlike search ads, this form of advertising is disruptive. The user has to take a break from his current work, and then he has to click on your Call To Action. For this reason, Display ads better served as a platform to spread brand awareness. 

Display ads use images and texts to attract users to take action. According to Wordstream, the average conversion rate of display advertising is about 0.77%

PPC In A Nutshell Illustration 2

Paid Social Media Advertising

It is a form of paid advertising which focuses on social media platforms such as Facebook, LinkedIn, Instagram, etc.. When you run a social media campaign, you can target people based on demographics, interests, hobbies, and data gathered from other platforms. 

Both B2B and B2C find comfort in using this channel to achieve their marketing goals. These platforms let you trigger emotions. Thus, by creating engaging and lively content, followers will feel attached to the brand. 

There are two advertisement schemes in PPC advertising, cost per click (PPC) and cost per thousand impressions (CPM).

CPC, advertisers have to pay the publisher whenever the ad gets clicked, whereas, in CPM, they pay for every 1000 impressions.

Social media advertising has evolved over the years with Facebook’s promoted advertising, LinkedIn’s business marketing, Instagram’s new advertising options to run alongside Google Adwords.

Even though the go-to advertising platform for many businesses is Social Media, not many are doing it the right way. Check out our blog on Social Media Marketing to gain a better understanding. 



Remarketing is a type of advertising where customers are targeted based on their previous internet actions. This tool paves a path to connect with the customers who previously visited your website or completed any specific action on the website. Thereby this one of the most effective tools that rope your prospect back into the buyer’s funnel. 

It’s become quite common now—Related advertisements pop up right after you visit a website or search for it online. These cheeky little ads influence you to take action. So, this form of marketing is widely successful. 

Okay, prepare yourself to hear this out, remarketing beats all other ad placement strategies with a 1,046% efficiency rate says a report curated by Truelist.

It can increase Conversion Rates and Return On Investment (ROI) monumentally. Since the targeted customers are already familiar with the brand, they are more likely to convert on your website.

Sequential Remarketing

It is similar to remarketing, but the difference is that you target the customers who have shown interest in your website and nurture them down through the buyer’s funnel by showing different ads aligned with their buyer’s intent. 

Therefore, this type of marketing is not only cost-effective and proven to generate Marketing/Sales Qualified Leads. 

Advertisers effectively picture a story, irrespective of the platform—the user will see these ads sequentially. Thereby,  prospects will feel more comfortable before taking action. 

Shopping Ads

Product listing ads help you display your products right on top of the Search Engine Results Page (SERP). Users who come into your website by clicking shopping ads have greater buying intent because they know what kind of product is available. Since the user sees the product even before clicking the ads, this tool is more effective than expanded text ads. 

A report published by ThinkWithGoogle says that 66% of shoppers prefer online shopping to find items they’re looking for, compared to 27% who prefer offline.

Don’t you think leaving potential marketing leaving unattended is a grave mistake? If you own an eCommerce business—What are you waiting for? Jump in now, start advertising your products effectively. 

PPC In A Nutshell Illustration 1

7 Benefits of Pay Per Click Advertising

  • It is easy to track your campaign using the tools provided by the platform you are using. 
  • It boosts brand visibility and awareness by targeting a broad set of audiences.
  • Pay only when a user clicks your ad—you’ve got a greater level of control over your ad campaign.
  • Accurately reach your target audience, with so many targeting options to choose from, Advertisers will have no trouble delivering their message to the right audience.
  • Even if the customer didn’t convert the first time, retargeting helps you reach these users and pull them back into the buyer’s funnel
  • SEO is not easy most of the time—it takes quality time and commitment to get better results. Therefore, you can take the short and use Pay Per Click advertising to feature on top of the SERP.

To summarise, PPC helps you to achieve your macro and micro goals effortlessly. Nonetheless, To successfully run a Pay Per Click campaign, you need to have a certain amount of knowledge, commitment, and budget to spend. 

So, continually monitoring and making changes to your campaign will improve crucial metrics like Return On Ad Spend (ROAS), Return On Investment (ROI), and Conversion Rate. 

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