PPC (Pay-Per-Click)
Definition
An advertising model where you pay each time someone clicks your ad. Google Ads and Facebook Ads are the most common PPC platforms.
What is PPC?
PPC stands for Pay-Per-Click. It's an online advertising model where you pay each time someone clicks on your ad. You don't pay for views – only for actual clicks that bring visitors to your website.
How PPC Works
- You create an ad campaign
- You target specific audiences or keywords
- Your ad is shown to relevant people
- You pay only when someone clicks
- That person lands on your website
PPC Platforms
Google Ads
Ads on Google Search, YouTube, and partner sites. Reaches people actively searching.
Microsoft Advertising (Bing)
Similar to Google Ads but for Bing/Yahoo. Lower volume, often cheaper.
Facebook/Instagram Ads
Social media advertising. Great for awareness and specific demographics.
LinkedIn Ads
B2B advertising. Expensive but highly targeted.
TikTok Ads
Younger audiences. Growing platform.
PPC Benefits
Immediate Results
Unlike SEO, ads start showing immediately after launch.
Precise Targeting
Target by keywords, location, demographics, interests, and behaviours.
Measurable ROI
Track exactly what you spend and what you get back.
Budget Control
Set daily limits. Pause anytime.
Scalable
Increase budget to increase results (if campaigns are profitable).
PPC Challenges
Requires Investment
No clicks = no traffic. Stops when budget stops.
Learning Curve
Poor campaigns waste money. Expertise helps.
Competitive
Popular keywords can be expensive.
Click Fraud
Some clicks may be worthless (bots, competitors).
Success Factors
- Relevant targeting
- Compelling ad copy
- Landing pages that convert
- Proper tracking
- Ongoing optimisation
PPC done well is an investment that pays for itself. Done poorly, it's a waste of money.