what is ppc

What is PPC? A Guide to Pay-Per-Click Marketing

This blog will answer what is PPC or pay-per-click, marketing.

You may have encountered this term before if you are running a business. PPC has existed for quite a bit of time now, and everyone is using it as a part of their marketing strategy.

However, PPC is not to be confused with content marketing, which has built up another industry. The term is surrounded by a lot of confusion, and this confusion can have negative consequences for your business.

Our readers will gain clarity on the topic with this blog. We will first tell you what is PPC and its benefits.

Our aim here is to inform our readers about how they can use PPC marketing and how it should be used. Read this blog till the end to learn how you can do PPC marketing that enhances your business.

Let’s begin!


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What is PPC?

So what is PPC exactly?

Pay-per-click, commonly known as PPC, is a type of online advertising model. It involves paying a fee each time one of your ads is clicked by a user. When you start PPC, you are placing ads on the internet for your business.

Your advertisements will be displayed on various platforms including websites, search engines, and Instagram. Please note that you will be charged only when someone clicks on the advertisement and visits your website.

People see PPC as a short-term strategy to drive visits to their website. However, it is not that simple. 

Read the next section to learn how PPC works.

How Does PPC Work?

Now that we know what is PPC, let’s move ahead!

PPC is targeted marketing, and that makes it so much more effective. Your ads will be seen by people who are actively interested in your business. Below is the process by which a PPC campaign works:

1. Ad Creation:

You, as an advertiser, create text or display ads with relevant content. Your content includes keywords and a call-to-action.

2. Keyword Selection:

After that, you choose specific keywords related to the business or target audience. This is very important, as it determines who will see your ad. 

To understand what their audience is searching for, businesses usually perform keyword research. This helps them in identifying the popular search terms used by their target audience.

You can target a specific region and an age by choosing the keyword correctly.

3. Bid Auction:

When you have a list of keywords, the process of bidding starts. Advertisers bid on the selected keywords, specifying the maximum amount they are willing to pay for a click. 

If you want better ad placement, you will have to pay more, and vice versa.

4. Ad Placement:

Search engines and other platforms use a combination of bid amount and ad relevance to determine the ad’s placement in search results or on websites.

5. Ad Display:

When users search for relevant terms or visit websites with related content, the PPC ads are displayed. Search engine ads typically appear at the top and bottom of result pages.

6. User Clicks:

If a user finds the ad compelling and clicks on it, the advertiser is charged the bid amount. This is why it’s called “Pay-Per-Click.”

7. Monitoring and Optimisation:

The process is not over yet; you will have to continuously monitor the performance of the PPC campaign.

This involves analysing metrics such as click-through rate (CTR), conversion rate, and return on investment (ROI). Optimising campaign effectiveness involves adjusting bids, ad content, and targeting parameters.

Top 5 PPC Tips to Boost Your Marketing Game

If you were clear about what is PPC, now you must have a clearer picture.

This is the juicy part, where we give you five expert tips on PPC marketing. If incorporated into your marketing strategy, you will experience a more effective campaign.

1. Don’t Neglect Keyword Research

You cannot ignore the significance of keyword research. If you have the right keyword, it will be a blast.

But if you ignore this phase, you might end up wasting your money with zero results.

It’s essential to perform thorough keyword research to pinpoint pertinent and high-performing keywords for your business. You can use multiple tools, such as Semrush, for this purpose.

2. Make Your Ad Copy Clear and Concise

Don’t overcomplicate your ad copy. Keep it simple and concise.

Craft ad copy that’s relevant, compelling, and easy to act on. Include unique selling points, promotions, and special offers.

3. Target a Specific Region

Targeting people based on where they live is one of the best policies. To reach specific audiences, it’s essential to use geo-targeting when displaying your ads.

This guarantees that your advertisements are exclusively displayed to users in the particular locations you aim to target. Keep in mind that utilising geo-targeting is a potent strategy to optimise your advertising efforts and enhance your return on investment (ROI).

This is particularly useful for businesses with a local audience. Tailor your marketing campaigns to reach audiences in regions where your products or services are most relevant.

4. Implement Remarketing Campaigns

Implement remarketing campaigns to target users who have seen your website before. These people have visited your website but did not convert.

Customise your ads to re-engage users and drive action.

5. Evaluate and Reform

Lastly, it is always important to evaluate how your money was spent.

Use indexes such as organic traffic, CTR, and conversion rate to evaluate your campaign. By doing this, you can identify areas for improvement.

Once you have identified the problems, make changes to your campaign and ad copy.


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The Summary

So, in this blog, we have answered what is PPC.

Businesses can advertise their brand on the internet using pay-per-click marketing. Various websites, including social media platforms, are included in this.

We have also highlighted the process of PPC marketing in detail. You can gain a clear understanding of the beginning and end of a campaign.

In addition, this blog provides five expert tips from our team of seasoned PPC experts. These include doing keyword research and making the copy clear and concise.

Further, you should target a specific region if your business is local. Lastly, implement remarketing and evaluate your campaign regularly. 

However, PPC can be a bit technical, so it is always better to hire a team of experts for the job.


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