Pay-per-click is known as PPC, which is an internet marketing model that is used by advertisers to pay a fee each time one of their uploaded ads is clicked. This mainly a way to buy visits to your website instead of trying to win those visits organically. Many digital marketing agencies includes PPC management in their services.

Pay Per Click is one of the most popular search engine form of advertising. Advertisers can use this to place an offer and place ads in sponsored links on a search engine when a user searches for a keyword related to their commercial offering.

Building a successful PPC ad campaign is not an easy task, but selecting the right keywords and understanding how it works makes it less tasking. Search engines on the other hand reward advertisers who can create pay-per-click campaigns that are relevant. If you can create ad and landing pages that are useful and satisfactory to users, the charge by Google will be lower and in return it will increase your bottom line. So if you want to start using PPC, it’s important to learn how to do it correctly.


ppc management

How does pay per click advertising work?

PPC or pay-per-click is a digital advertising model in which the advertiser pays a fixed amount or determined by the auction each time a user clicks on one of his ads to visit his website. The main aim behind pay-per-click campaign is to help buy visits to a particular website. The goal is usually to generate a certain type of user action, e.g. B. registering or purchasing a product.

As an advertiser, you bid on keywords related to your website on a pay-per-click basis to get targeted traffic. Say if your website sells auto insurance, bid on “auto insurance, auto, insurance, etc.” until you find as many terms related to your website as possible. Some keywords and phrases are more expensive than others depending on your competition. After you’ve shown your ad for a few days, you’ll see which keyword works best to attract visitors to your website. With the right PPC management service you can get quality traffic from targeted keywords.

Note: Try to keep keywords related to your website the way users search for them to buy or find information about your products or services. Distinguishing PPC from other campaign is very important, listed below are other payment options:  

PPM (payment per thousand):

How PPM work is that advertisers pay a fixed amount based on per thousand impressions, in which the ad is served to users a thousand times. However, the only problem with this model is that you do not know how much you will pay for each visit, because it is difficult to predict the number of clicks that would be generated by a thousand additional impressions.

Purchase payment or acquisition:

PPA model allows advertisers to pay when a user performs a certain action. Hence note that the relationship between costs and goals is clearer with this type of model.

To make ads appear on search results in a search engine which is commonly referred to as a search engine results page or SERP, advertisers won’t be able to pay more to ensure that their ads appear prominently than those of their competitors. Rather, the ads are subject to ad auction, which is a fully automated process that Google and other search engines always use to determine the relevance and validity of ads that are displayed on their SERPs.

The major key concepts that can help you understand PPC

When running or hiring a PPC management service, there are some things you must keep in mind. They include the following:

Cost per click

CPC also known as cost per click is the price that advertiser pay for each click on ad campaign. The system platform of CPC compares ads to similar ads based on their quality and price advertisers are willing to pay, and the ad with the highest price is displayed first.

Calculation for CPC:

CPC = Cost/clicks

CPC = Conversion rate x CPA

Click through rate

CTR also known as click through rate is defined as the percentage of users who have access to click on an ad which is then compared to the total number of users who have seen it. However, note that the better an ad is, the higher the CTR.

Calculation for CTR

CPC = clicks ÷ impressions

CTR = (CPM ≤ 1000) ≤ CPC


This is every visualization that receives an advertisement the name “Impression”, regardless of whether the user clicks on it or not.


Segmentation works in a way where by online advertisers have great control over a targeted group to whom ads are intended. Segmentation is directed mainly to targeted audience that can see your PPC campaigns based on factors such as age, gender, location, behavior, interest and so on.

Landing page

Landing page depends on the user whether the user converts or exits after a few seconds. For this to work it means the site should be well optimized. Best features of landing pages are clarity, relevance and simplicity.

Conversion rate

Conversion is known as one of the most important metric used for PPC campaign because it is used to measure ad performance economically. Conversion is the purchase a user make after clicking on an ad. Conversion rate calculation is shown below:

Conversion rate = The number of conversions divided by the web visits


The number of times each ad is shown to a certain user over a given period of time is known as frequency. Calculation of frequency:

Frequency = number of impressions/number of unique users

Also note that Frequency should be handled with highest level of caution because excessive targeting can lead to rejection and spam.

The benefits of PPC

One of the great benefit of PPC is that there is a direct connection between costs and performance which is known as visits.

The PPC platform also provide advertisers with extensive information about all that is going on with the ad, and also include the number of impressions, clicks, click through rates, and conversions.

Listed below are some of the benefits of PPC

Good opportunities for optimization.

The best recommended strategy for optimization is creating and comparing multiple variations of each ad based on the ones that can work best.

Immediate results:

If you invest enough money and optimize your campaigns well, you can get results immediately and your company can reach the top of SERP in minutes.

Targeting tools:

When advertising through networks like Google Ad Words, you can target your audience by specifying your audience’s global location, the language they speak, and the keywords they’d like to use regularly.

Low risk:

If you set a daily budget for your campaign, you know that you are not taking any risks. You advertise as far as possible and benefit from the results without financial worries.

Monitoring and evaluation tools:

There are hundreds of different marketing tools that advertisers can use to track and evaluate the progress of their campaigns. These tools help advertisers improve their campaigns and get the most out of their online advertising.

ppc management service

The right audience get to see ads that is targeted to them with PPC campaign.

Due to multiple segmentation options provided by PPC not a single click would be lost due to the fact that only the users you care about see the ad you posted. This in turn improves the results of the ad because a user in the target group is more likely to click on it. Also note that the higher the number of clicks, the lower the advertising costs.

Control of budget is made easy with PPC.

Setting a maximum budget per day has been made easy with PPC, also note that you can even start with as low as 1 USD. Meaning PPC can be customized for advertisers of all sizes and also you have access to control in advance how much you which to spend on each campaign.

You can decide where and when your ad will appear.

In the pay-per-click model, you can place your ads on many different platforms and locations and choose the ones that interest you the most. On some websites, you can also set the days and times when your ads appear.

With PPC you get better positioning and better visibility.

PPC model makes it possible to show your ads on websites that has high visits, such as: social networks, search engines and also the most famous web portals.

Why companies choose this form of advertising

What makes PPC such a good choice for online advertising for small and large companies? Why are so many people marketing their businesses this way now? There are three main reasons for this, which are listed below:

Getting started costs is very little:

You don’t have to invest a lot of money to start advertising. This means that it is a form of marketing that is accessible to all large and small companies.

You can monitor everything:

With one click, you can see all the actions of your online advertising campaign and follow the developments / trends in your marketing over time.

Global audience:

Pay per click is the best way to reach a global audience. Even if your company is not particularly large, you may want to target an audience in another country or continent, which you can do with this form of marketing.

Where pay per click is mostly used?

PPC is a payment model, because of this there are many ways you can choose where to show your ads. Listed below are list of where PPC is mostly used:

It is mostly used for research Ads

SEM also known as search engine marketing enables advertisers place ads for users based on the keywords that is being entered in the search bar. Large search engines such as Google and Bing use a PPC-based auction model. The search network offers two main advantages for advertiser which are listed below:

  •       It has the ability to position your website organically and also build your presence at a reduced cost.
  •       It is also one of the main target for users who want to meet a specific need that is mainly related to your products or services.

It is used on social networks

Facebook Ads or Instagram Ads, are known as the most important advertising media in social networks, because they offer pay-per-click options.

You can find these types of ads on the user’s social media, either in the latest news or in a page column. One of the main advantage of this is that the information provided through social networks can be used  to serve segmented PPC ads to the right user.

Understanding what PPC keyword search is all about

The keyword research for PPC is known to be time consuming, but it is one of the most important key factor to an effect pay per click model because your entire PPC campaign is based on keywords. The top Google Ads customers continue to develop and refine their PPC keyword list. If you only do a keyword search once, you’re likely to miss hundreds of thousands of valuable, lengthy, inexpensive, and highly relevant keywords when you create your first campaign, which can drive traffic to your website.

Listed below are what PPC keywords should entail:

PPC keywords should be relevant

Paying for a web traffic that has nothing to do with your business is a not an option, because what can boost traffic to business is to find targeted keywords that lead to a higher PPC click rate with effective cost-per-click, and higher profits. What this entails is that the keywords you decide to use must be relevant and closely related to what you offer to sell.

PPC keywords should be full

The keyword research needs to include not only the most popular and most searched terms in your niche, but also the long tail of the search, because long-tail keywords are more specific and less common, but it makes up the majority of search traffic.

PPC keywords should be expansive

You want to constantly refine and develop your campaigns and create an environment where your keyword list grows and adapts.

How to manage your PPC campaigns

Once you’ve created your new campaigns, you’ll need to manage them regularly to make sure they’re still effective. Listed below are ways to manage PPC campaigns:

Add PPC keywords:

To extend the reach of your PPC campaigns you need to add keywords that are relevant to what you offer.

Add negative keywords:

Adding unconverted terms as negative keywords helps improve the relevance of the campaign.

Landing pages should be refine:

To achieve this, change the content and call-to-action of your landing pages in other to align them with individual searches and increase conversion rates.


Pay-per-click advertising (PPC) is a method of directing visitors to a website through search engine advertising. These type of ads usually pop-up on search results pages. One of the unique features of pay-per-click is that you only have to pay when a visitor clicks on the ad, not the number of instances that a particular ad shows. It is necessary to learn the basics of this advertising, especially if you want to advertise your business online. There are many activities with a pay per click campaign. Selecting keywords, creating ads, choosing the landing page, determining cost per click, bidding keywords, and monitoring the entire process are some of the main activities in this process. , If you understand the entire pay-per-click process, you can find a new way to market.

First, you need to understand that pay-per-click ads only drive visitors to your website. You have to pay a fee for each click on your pay-per-click ad. Payment must be made in the search engine where you placed your ads. It is your sole responsibility to keep the visitor on your website and to force them to buy from you. Pay-per-click ads appear based on the keywords you choose. If you optimize your pay-per-click ads for the wrong keywords, you will get bad customers. Therefore, you should be careful when choosing keywords. You can find the best keywords by understanding your target customers.

Your pay per click advertising should be attractive. This should speak for the fact. Your ad should grab the visitor’s attention. Be sure to use the right keywords in the content you use, do not use long descriptions or complex words. Keep the display simple and clear. Choosing the right landing page is really necessary. Decide on the landing page based on the message you send to your ad. Do not overload the client with too much information. Make it easy on your pay per click ads and landing pages to get the best benefits.

The keyword auction is the next basic step you should know about in pay-per-click advertising. You can start with low rates and then make progress based on the benefits you get. You always lose money when someone clicks on the ad. Make sure you balance the income you get with the cost. Understanding the basics of pay-per-click advertising, would make you create effective advertising campaigns. Note: Do your research well before starting your campaign.

PPC advertisement is quite involved, thankfully, you can get PPC management services from expert Digital marketing agency without having to learn everything.