what-is -ppc

Pay Per Click: An Overall Guide to PPC in 2022

Pay per click is a kind of digital marketing that allows firms to utilize search engines to increase traffic and conversions.

Maybe you’re trying to figure out how to get your first customers and sales for a new company, or you’re thinking about how to expand your brand’s online presence.

Pay per click may be a terrific method to advertise your company and attract new clients, but it can be a bit complicated for those who are new to the channel.

We will discuss various platforms and how they function in this tutorial to help you understand what Pay per click is, how it works, and how you can utilise it to create success for your company.

What is PPC?


Pay per click (PPC) marketing is a sponsored search approach for boosting brand awareness, promoting product offerings, and obtaining immediate traction with certain demographics. PPC advertisement is only paid for when a person clicks on it, thus the phrase “pay-per-click.”

When hearing or discussing pay per click, most people immediately think of Google. Pay per click advertising, on the other hand, goes beyond Google’s SERPs and the Google Display Network. Pay per click advertising is also prevalent on social media sites such as YouTube, Facebook, Pinterest, and LinkedIn.

Pay per click enables businesses to strategically position advertisements on a range of online marketing platforms to increase the visibility of their goods and services to their target market. This implies that the adverts you see on the internet are pay per click commercials.

Pay Per Click Models

The flat-rate model or the bid-based approach are often used to set pay per click advertising prices.

1. Flat-rate model

An advertiser pays a publisher a predetermined charge for each click under the flat rate pay per click model. Publishers often retain a list of varying PPC charges for various places of their website. It’s worth mentioning that the majority of publishers are eager to work out a deal.. If an advertiser proposes a long-term or high-value contract, a publisher is extremely inclined to drop the set pricing.

2. Bid-based model

In the bid-based approach, each advertiser submits a bid for an ad space with the highest amount of money they are ready to spend. The publisher then runs an auction using automated processes.. When a visitor activates the ad space, an auction is held.

It’s worth mentioning that, in most auctions, the winner is determined by the order in which the money is distributed rather than the total amount.. The ranking takes into account the quantity of money being paid as well as the quality of the material being supplied by the advertiser. As a result, the content’s relevancy is just as crucial as the bid.

How Does Pay Per Click Advertising Work?

Pay per click is a marketing channel that encompasses a variety of ad platforms, the most popular of which being Google Ads and Bing Ads.

There are several ad types inside each of these platforms, including:

  • Search Ads
  • Display Ads
  • Social Ads
  • Remarketing Ads
  • Google Shopping Ads
  • In-stream Ads
  • In-stream Ads
  • Gmail Sponsored Promotions (GSP)
  • Local Services Ads
  • Pay per click Ads on Amazon

1. Search Ads

Search advertising is the most common kind of paid search marketing. Prospects who are already looking for information about your industry or brand on the internet will notice your search ads. These pay per click ads are great for one-time campaign promotions or sales cycles that aren’t too long. According to our pay per click advertising service, businesses wanting powerful, high-quality leads from new customers should use search advertising.

2. Display Ads

Display advertising is well-known for its ability to reach more than 90% of internet users. People who visited industry-related websites are targeted by display advertisements on Google’s partner websites. Display advertising makes use of graphics and text to catch the attention of internet visitors and persuade them to take action. Companies with long sales cycles and specialised or luxury clients should use display advertising, according to our pay per click advertising service.

3. Social Ads

The fastest-growing category of pay per click advertising services is social media paid advertising. Social advertisements may be found on social media sites like Facebook, LinkedIn, and Twitter. They’re trained to contact people based on their hobbies, networks, and interests, among other things. Brands with an active social media presence and highly-targeted customers are good candidates for social media advertising.

4. Remarketing Ads

One of the most effective strategies to reach high-converting consumers and boost your turnovers is via remarketing. Remarketing advertisements encourage visitors who have already visited your website to return and convert. Because there is less competition and highly focused client groups, remarketing is less expensive than search advertising. To get big results with your PPC campaign, our PPC marketing agency employs sophisticated PPC ad types and extensions.

5. Google Shopping Ads

For websites with a high number of items, Google Shopping advertising are ideal. These PPC advertisements display in a rotation above or below the main Google search results, enabling potential customers to see items and pricing before visiting anyone’s website. This implies that every click you pay for has a better probability of converting, provided your target clients have previously looked at all of Google Shopping’s product choices. Our PPC agency advises eCommerce firms to use Google Shopping to attract people with a strong desire to purchase.

6. In-stream Ads

YouTube commercials are sometimes known as in-stream adverts. On the Display Network, these are pay per click advertisements that show in YouTube search results, YouTube videos, and video partners. YouTube advertising provide your company a distinct and distinctive image. Facebook just announced in-stream adverts, which enable businesses to insert ads at the ideal spots and natural interruptions in video content.

7. Gmail Sponsored Promotions (GSP)

Sponsored promotions on Gmail are a great approach to get direct response leads. With GSP, you can reach out to prospective leads directly in their email. Unlike YouTube advertisements, GSP ads include a click-to-call feature that allows prospects to contact you directly and convert at any stage of the sales funnel. Our PPC firm optimises your GSP’s targeting capabilities and generates high-quality clicks.

8. Local Services Ads

A pay-per-lead strategy is used for local service advertisements.This means that you won’t be paid for clicks that don’t generate leads.Only a few markets, such as HVAC businesses, electricians, plumbers, and locksmiths, are eligible for local services advertising. Our PPC agency works with local service providers to increase their visibility among their target demographics.

9. Amazon Pay per click Ads

One of the most extensively utilised pay per click (PPC) services on the internet is Amazon advertising. By posting sponsored advertising on the platform’s important sites, Amazon sellers may improve brand recognition, increase sales, and drive more shop visits. At Thrive, we use the technical knowledge and skills of our PPC professionals to structure your Amazon PPC campaigns and boost your profit margins.

Why Use PPC?


If you’re thinking about using PPC as a marketing channel for your company, you’ll want to know the advantages and why you should spend your money here rather than elsewhere.

Here are some of the most popular reasons why Pay Per Click (PPC) may be the best advertising channel for you:

1. Low Entry Barriers

Paid search marketing includes a step-by-step tutorial to assist marketers and beginners with ad design. Even if you’re a decade behind your competition in purchasing pay per click services, our reputable PPC management agency will help you have your campaign up and operating in no time.

2. Improved Brand Visibility

PPC management services are a guaranteed approach to bring your goods and services in front of your target consumers where they spend their time. Pay per click advertising catches the awareness phase of your marketing funnel, bringing your brand to the attention of more prospects and high-converting consumers.

3. Granular Targeting

Based on their search activity, online habits, and preferred platforms, send customised communications to your prospective consumers. Pay per click advertising prioritises the most relevant audiences at a moment when they are most likely to buy. Furthermore, PPC enables you to target certain client groups depending on their gender, age, region, and other variables.

4. Quick Results

The opportunity to see results very immediately after initiating a campaign is one of the most tempting characteristics of pay per click advertising. Once our pay per click advertising company has set up your PPC campaign, you will be able to see the results right away. Keep in mind, however, that the first three months are often used as a trial period. This implies that in order to get better outcomes, you must collect vital data and continually enhance the overall effectiveness of your campaign.

5. Quick Experimentation

PPC (pay per click) advertisements A/B split testing is an important aspect of every pay per click strategy. PPC professionals produce many versions of your PPC advertisements in order to choose which campaign to start and optimise for the best conversion rate.

6. Total Customization

With personalised, highly relevant Google pay per click advertisements that connect with your target demographic, you can outperform the competition. PPC offers you access to a variety of marketing data that you can use to improve the success of your ads. Choose every detail of your pay per click campaign, including keywords, audience targeting, ad placements, and even the particular zip codes where your advertising will appear.

7. Trackable Data

PPC advertising services deliver quantifiable and trackable data, so campaign monitoring and reporting are no longer guesswork. Google Analytics records campaign data like view impressions, clicks, and conversions to provide you a comprehensive picture of how well your pay per click campaign is doing.



Businesses often view SEO and PPC to be two comparable methods for driving visitors from search engines.

And, although they both require showing on search engines and receiving clicks from them, they are two quite distinct routes.

  • Pay per click (PPC) is a kind of advertising in which you pay for each
  • Clicks on SEO (organic search) are completely free.
  • PPC allows you to instantly start driving traffic from the search engines, but organic ranking takes time.

But the two networks aren’t truly competitors. They’re both part of a larger digital marketing mix, and they may and should complement each other to achieve online success.

Try to avoid comparing these two channels whenever possible, and instead regard them as complementary components of promoting digital development.

Also Read: SEO Guide 2022: Search Engine Optimization

The Basics of Search Ad Campaigns

The most common ad types used by most firms are search and shopping campaigns.

Let’s go through the fundamentals of search ad campaigns, so you know what the various components signify when you’re employing this form of PPC ad for the first time.

Ad Groups and Campaigns

An account is divided into ‘campaigns’ and ‘ad groups’ in the fundamental structure of search advertisements.

You must understand both of these principles since they are the basis of your account; they are both quite easy and clear.


You will normally just have a few campaigns in your account unless you are setting up a huge account. A campaign is made up of many ad groups, each of which comprises advertisements and keywords.

Campaigns should, in most cases, be based on how you wish to distribute funds or establish targets.

Consider the following scenario: you own a car dealership. You may want to create distinct campaigns for ‘used vehicles’ and ‘new automobiles’ so that finances, targeting, and other modifications can be kept separate.

Ad Groups

Ad groups are sub-campaigns that include both advertising and keywords.

Ad groups may be thought of as subsets of advertising that are activated by keywords.

According to Google, an ad group is “a collection of one or more advertising with similar objectives.” You establish a bid, or price, to be utilised when the keywords in an ad group cause an ad to appear.”

The amount of ad groups in a campaign is mostly determined by your company and the number of keyword groups on which you’ll be advertising.

Within an ad group, you may use numerous keywords (and match kinds). To give themselves the most control over targeting and bidding, some PPC experts choose to employ a structure known as SKAGs (single keyword ad groups), which comprises just one term per ad group.


A match type must be provided to each term, which specifies the searches for which advertising will appear. There are seven different kinds of keyword matches:

Exact – The query must be written exactly as it appears on the screen.

Exact (Close Variant) – The query must be written precisely, although misspellings and other variations are allowed.

Even if there are extra words before or after the query, it must be written in the right sequence.

Phrase (Close Variant) – Even if there are other phrases before or after the inquiry, it must be written in the right sequence. Misspellings and other variations might be included in the query.

Broad – Query may be written in any sequence, and advertising for comparable searches may appear.

Modified Broad – The words in the query may be put in any order, but they must include a plus sign.

Broad (Session-Based) — A kind of broad match that takes other searches from the user’s search session into consideration.

The match kinds, keywords, and probable search queries are shown in the table below.

Negative Keywords

Negative keywords may be used in conjunction with positive phrases to help filter out unqualified visitors. Someone seeking for a “free coffee table,” for example, isn’t looking to purchase. The advertiser’s ad will not appear when a query containing the phrase “free” is entered if “free” is included as a negative keyword. Negative keywords like as “bargain” or “cheap” may be useful for a firm providing high-end items.


Audiences are user groups that have been segmented in a variety of ways. Audiences are often used in remarketing. Audiences may be generated based on pageviews, time spent on the site, number of pages per visit, and other factors. Audiences are auctioned out in the same way that keywords are. Advertisers may, for example, pay more to remarket to shopping cart abandoners than to homepage visitors.

Technical PPC


Tracking Conversions

Conversion objectives may be set by advertisers to track the success of their accounts. Both systems provide code snippets for use on important sites, such as purchase confirmation or thank you pages. Advertisers may track whether or not ad clicks result in conversions.

Many methods of conversion tracking are available in Google Ads, including:

  • Webpage
  • Mobile or tablet app
  • Calls from ads using call extensions
  • Calls routed via your website to a Google forwarding number
  • On your mobile website, a user clicks on a number.
  • Goals from outside the country (from third party platforms like Salesforce)

Google Analytics

Google Analytics is a service that enables you to monitor your website’s performance.

Google Ads and Google Analytics accounts may be connected to offer information on post-click activity. To receive a more full view of the conversion funnel, it is strongly suggested that these accounts be connected. The Google Ads ID number must be supplied in the “Admin” area of Google Analytics in order to connect the accounts.

The link may be validated once it’s been added by going to “Account Settings” and then “Linked accounts.” The link will be shown in the “View details” section.

Webmaster Tools, which shows how advertisements and organic listings work, may also be connected to the account.

Also Read: Email Marketing: A Brief Summary of Email Marketing, Advantages, Email List


Types of Campaigns

1. Search Network – This is the most popular method of targeting.Google.com and Google’s Search Partners, such as aol.com, amazon.com, and others, make up the Search Network. The Search Network’s advertising is mostly keyword-based. In other words, searchers enter queries to determine which adverts will be shown.

2. Display Network –This network includes millions of websites that have agreed to display Google text, picture, and video advertisements.These advertisements appear inside the text of the website and target audiences and demographics rather than keywords. A user may, for example, go to a blog on the history of coffee tables. The material is relevant to coffee tables, even if the user isn’t in the market for one. The user may or may not click the ad, but the brand is now known to them.

3. Search Network with Display Opt-In – This targeting option is a combination of both networks. This was replaced by Display Select in the new Google Ads experience. You’ll now build a standard Search Network campaign and choose the Display Network as an option. The catch is that Google decides when and where advertising function best, removing the advertiser’s discretion. Although it is preferable to separate campaigns by network, Search with Display Opt-In is worth experimenting with.

4. Shopping: Product Listing Ads – Google and Microsoft both display PLAs. Shopping campaigns may be built in Google Ads after submitting a product feed to Google Merchant Center. Advertisers build product groups for which they may place bids on different feed properties. These characteristics include:

  • Brand
  • Category
  • Condition
  • Item ID
  • Type of Product
  • Custom Attributes

Keywords are not used in shopping campaigns. Both search engines match user searches with the most appropriate product. As a result, it’s critical that all items have correct information, as well as clear names and descriptions.

Devices Targeting

Advertisements may be seen on any device, including:

  • Desktops/Laptops
  • Tablets
  • Mobile Phones

The search engines regard desktops/laptops and tablets to be sufficiently comparable that the same bid is applied to both platforms. A bid modifier may be used on mobile devices. If the bid is $1.00 and the mobile bid modifier is set to -50 percent, the mobile bid becomes $0.50. A 150 percent bid modifier would make the mobile bid $1.50.

Targeting by Location

PPC targeting is quite precise, down to the zip code level. Advertisers have a variety of alternatives for ensuring that their adverts appear just where they want them to. The example below shows a campaign that is only focused on Iowa.

Location-based bid adjustments are possible. Advertisers targeting all 50 states, for example, may use location-specific modifiers.

Scheduling of advertisements

Advertisers may schedule their adverts to run just when they want them to. A physical and mortar shop may only display advertisements during business hours, but an eCommerce campaign may broadcast ads 24/7. Ad scheduling makes it simple to control when advertisements appear.

Bid modifiers, like device and location, may be adjusted for both days and hours. Weekends, for example, may generate more income, therefore bids may be 20% higher on Saturdays and Sundays. Alternatively, if low-quality traffic arrives between midnight and 4 a.m., the modifier might be set to -80%.


A daily budget is set out for each campaign. Budgets should be made in line with account objectives.

Method of Delivery

Ad delivery is divided into two categories: standard and expedited. Ads are distributed equally throughout the day using the normal distribution mechanism. This is a wonderful choice for marketers that have a limited budget and want to make sure their advertisements are seen throughout the day. Ads may not appear at all times due to financial constraints. Ads are shown until the budget is exhausted using the accelerated delivery approach. This is the greatest choice for marketers that don’t have any budget constraints and want to be sure their adverts appear for every enquiry.

Ad Delivery

Google will distribute your advertisements in one of two ways:

Optimize – Ads that are expected to generate more clicks are delivered.

Rotate endlessly – Ads are distributed more evenly into the ad auction, but they are not optimised for any kind of goal, such as clicks or conversions.


This tutorial will get you off to a great start in the realm of PPC advertising. It covers everything you’ll need to start or get into as soon as your PPC accounts become live. The unofficial slogan of the PPC industry, on the other hand, is “always be testing.” Make certain to experiment with various features and tactics for your account. Every account is distinct, and it will respond differently to various features and techniques. Common practises exist because they’re thought to perform well for the majority of accounts, but you’ll never know until you test.

Additionally, to know more about Digital Marketing, you can visit our others articles Ekarmakarnal.com.

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