PPC or Pay-per-click is an essential part of Digital Marketing. It is also known as paid marketing. In PPC, you pay advertisers a fee each time your ad is clicked. You basically buy the visits to your website. There are some pros and cons of PPC marketing that will be highlighted in this article. 

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What Is PPC Marketing and How Does It Work?

Pay-per-click (PPC) marketing is a paid advertising approach that helps your website appear at the top of search results. It involves bidding on keywords to target certain audiences, platforms, or keyword searches with your adverts. In the digital era, PPC marketing is one of the most effective ways of advertising. 

Working of PPC Marketing 

  • PPC campaigns are effective as they contain a well-structured framework and right keywords. 
  • PPC marketing may get you up and running quickly, whereas building your organic presence might take years. 
  • As opposed to other channels, PPC allows you to reach out to people who are unfamiliar with your brand. It allows you to instantly cast a wide net searching for new audiences. 
  • You can set up a PPC campaign on any landing page with minimum inputs. It saves time and you get leads quickly.  

Various PPC Settings

The following are a handful of the most significant PPC parameters to monitor:

  • Clicks: It is one of the most technical PPC metrics. The number of clicks reflects the potential and difficulties that may be addressed in your marketing campaign. If you show some ads on the web page and somebody clicks it, chances are it was attractive to that individual, and hence, they clicked it. Clicks are the number to evaluate the quality and relevancy of your ads. The more the clicks, the better. 

With search volume on the rise, there may be a chance to profit by increasing your budget and becoming more proactive with keyword bids. If, on the other hand, clicks are down, it might be due to problems with your ad wording or keywords, or it could be a regular low point.

  • Cost per Click: Cost per Click (CPC) is the usual amount you pay each time someone clicks on your sponsored ad. CPCs are also an important measure to consider when choosing your best budget if you have a certain conversion target in mind. CPCs are determined by the competitiveness of the keywords you're using. If your CPCs begin to rise, try using long-tail keywords to target more focused visitors. 
  • Click-Through Rate (CTR): Click-Through Rate (CTR) compares how frequently your advertisements are visible and clicked. You can find this metric from dividing clicks by the impression your ads have obtained. It is used to determine the effectiveness of your ad positioning, keywords and messaging you want to obtain. CTR helps to evaluate how well you are in touch with your audience; how effectively you communicate with them. Having a high CTR indicates that you are targeting the right audience with proper keywords, and they are responding by clicking at your content. A low CTR means there’s a communication gap between you and your audience. 

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Tools for PPC

PPC Marketing requires a significant amount of optimization, design, and research. This is where PPC tools may help. 

  • Semrush: Semrush helps the user by offering appropriate keywords to advance their PPC marketing strategies. It also gives insights into the PPC marketing schemes of competitors by filtering out their successful adverts. Provides thorough keyword research ideas and meets all of the user's advertising demands. 
  • Ad Badger: This PPC tool is used by marketers who run advertisements on Amazon. Other PPC platforms are not supported. Provides intelligent software solutions for maximum optimization as well as keyword management. It also offers staff training, which distinguishes it from other PPC tools. 


SEO is the process of optimizing pages to increase organic traffic to your website. In contrast, PPC is the process of paying for advertising to display at the top and bottom of the SERPs or on other websites. SEO and PPC Marketing are organic search rankings that work for your business 24 hours a day, 7 days a week. We've observed SEO click-through rates greater than PPC, implying that SEO may produce much more organic traffic. 

SEO appears to be the safest method for increasing search traffic to your website. If you can rank your site for the keywords you want, you will get more traffic than you paid for that keyword's flow. In this manner, you may start ranking better in organic search results for specific phrases, which will aid your pay-per-click campaign. PPC advertising varies from SEO in that it allows you to narrow down the demographics of individuals who visit your company pages in search results.

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Search phrases, time of day, day of week, location, language, device, audience, and many more precise criteria may be used to tailor PPC advertising, so you know exactly who sees your ad. In such circumstances, you may utilize contextual advertising to bid on your brand terms to increase your exposure, which means that the user must finally click on your site, regardless of whatever channel (ad clicks or organic search) brought them there. PPC advertising is the first thing a user sees on mobile and desktop searches, well before any conventional results.

Briefly, SEO is organically targeting search results, whereas PPC is the practice of paying to appear at the top (or bottom) of the SERP. 

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Finally, PPC marketing encompasses various approaches and shifting strategies to achieve objectives. PPC marketing management entails examining your approach and ad expenditure. It depends on refining your strategy to improve keyword efficacy. PPC marketing is an effortful task, so investing in a PPC marketing software would be a good choice.

Want to become a paid marketing professional? Sign-up for our Advanced PPC Training Course to get hands-on experience in managing paid marketing campaigns. You can also find several Digital Marketing courses on Simplilearn that can help you become a successful professional. 

About the Author


Simplilearn is one of the world’s leading providers of online training for Digital Marketing, Cloud Computing, Project Management, Data Science, IT, Software Development, and many other emerging technologies.

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