Digital Marketing

Pay Per Click: A quick tour of the paid adverts.

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Pay Per Click

Pay per click focuses on buying the traffic on your website through paid advertisements. A company posts its ads on various search engines, social media pages, and websites. The publisher has to pay the publisher every time the ad is being clicked.

Unlike the search engine optimization and social media optimization which focuses on earning the traffic. PPC delivers fast as it increases the traffic on your website from the first day you post your ad.

Types of PPC:

If a company is willing to boost the traffic on your website and want to opt for pay per click services then there are many types of pay per click services from which it can choose. Here is a list of a few PPC services which in combination or individually are selected according to the company’s requirements and marketing strategies.


  • Paid Search Marketing- It is a very common type of PPC service where search engines such as Google and Bing can show your ad through targeted keywords by providers like Google Adwords and the Bing Network. Ranking of your ad on search results will depend upon how much you are bidding for your Adword.
  • Display Advertising- A company can target a certain audience by posting its ad on different websites affiliated with the targeted audience base. The websites which get heavy traffic are often selected as the publisher of the ad to get the traffic boost on your website.
  • Retargeting PPC Advertising- Retargeting PPC advertising work with the use of cookies of a user’s browser. For example, if a user was searching for a fish aquarium then he will see fish food advertisements later on his browser.
  • Affiliate Marketing- Affiliate Marketing refers to where a company promotes another company or its product in return of commission. A company can pay another company for providing it to higher web traffic and lead generation.

While these are some of the pay per click advertising services. One can also opt for various other paid advertisements such as- Social Media Advertisements, Youtube Advertisements etc.

How PPC is different from other advertising methods-

There are many types of digital marketing and advertisements for a product such as- email marketing, Digital PR, Social Media Marketing etc. Each method targets the customers in a different way. PPC is inclined towards buying the leads and traffic to your website. It is one of the most effective ways of marketing and it delivers the results very fast. Moreover, a company can always track and measure the conversion obtained through PPC using Google Analytics. This enables a company to measure the growth against the investment spent in the PPC marketing.

Is there any example of a successful PPC campaign available?

Yes, there are many examples and case studies are available on the internet of a successful PPC campaign. You can look for them for a detailed study of how a company or a person used a PPC campaign and were benefited because of it. Alec Bronstein who used PPC to get a dream job in a big company. Sky News, The Perfume Shop, Global Footwear company ‘Converse’, Vodafone and many more.

Is it enough just to focus on PPC for advertising a product?

PPC surely brings a company benefit in terms of increased web traffic. With the use of proper content marketing, they can boost their sales as well as expanding their customer base. But it is never going to be a wise decision just to focus on one mode of advertisement. Marketing in itself is a broad term which includes both the traditional and digital ways of marketing, both having more sub-roots. A smart campaigner will work out the best combination of all the marketing ways to target a broad audience and effectively convert them into the customer base.

What do the experts say about PPC?

Every successful company must have used PPC for advertising their product and services. It is a valuable asset to any company and that shows in what they say. We have gathered some of the most worthy statements of experts which shows both the importance of PPC and a shows the right approach for PPC. Have a look-

“Be sure to segment your campaigns depending on the number and type of products you offer,”  – Yorgo Petsas

“Be analytical and creative, finding different ways to look at results that make the most sense for your particular account,” – Jacob Brown

“My key takeaway from the rise of local based searches is that granularity is key to a successful paid search account,” – Jeff Baum

“Always be relevant, create relevant campaigns, and give the user the answer to his query as precisely as you can,” – Marko Kvesic.

“Google will know that you are hungry for sushi before you do.” – Ben Kunz

“Today it’s not about ‘get the traffic’ — it’s about ‘get the targeted and relevant traffic.” – Adam Audette

While these are just a handful of them, you will find thousands of on the internet over the time

The Ending Note

PPC can certainly bring fortune when a company uses it in the right way. But you must not overlook the other ways of marketing whether it be digital or traditional marketing. If you are planning to go for a PPC then you must select the keywords properly. Plan your campaign smartly and execute it efficiently. They say the best way for marketing is to listen to the customers. Know the need of the customers, target them, sell your products. You can become the next giant in your industry with the right strategies.  

Hope that you find the content relevant and helpful. If I missed out something over here, or you have a query or a suggestion about it, then please let me know in the comment section.

Thank you.

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