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What is Pay Per Click? How does PPC work?

If you manage your PPC in 2023 well, you can reap the rewards from this multibillion-dollar industry. But it’s a smart idea to watch out for mistakes, because they can be made with PPC and end up costing your company exorbitant amounts of money. By referring to this comprehensive guide, you’ll be able to learn about PPC 2023 much better and earn more from your efforts.


At its core, PPC involves investing in advertising that appears on search engine results pages, such as Google and Bing. That’s not the only way, though, as other platforms, like Amazon, raking in revenue. Utilizing PPC, you’ll bid on keywords and phrases related to your industry that people will use while searching for services online. The higher value you provide and the more relevant your ads are, the higher you’ll rank when it comes to search engine results pages.

Key Performance

The most important PPC KPIs to track are:

  • Click Through Rate (CTR)
  • Cost Per Click (CPC)
  • Conversion Rate
  • ROI
How does PPC work?

When running a PPC campaign, you will choose keywords that are relevant to your business and target them. You will then be able to create an ad using these keywords and submit to Google. If it’s approved, your ad will appear next to organic listings when someone searches for a related keyword.

Formats Based on Platform
  • Google
  • Amazon
  • Facebook
  • Linkedin
Benefits of PPC
  • It’s cost-effective: Pay-per-click marketing is much more cost effective than traditional marketing strategies like radio and television ads.
  • It’s trackable: PPC marketing is trackable and measurable, allowing you to see exactly how your campaigns perform.
  • It’s fast: With PPC marketing, your ads can go live as soon as you create them.
  • It’s targeted: With PPC, you can target your ads to people who have already indicated an interest in your products or service.
  • It’s scalable: PPC campaigns can be scaled up or down depending on your budget.
  • It’s flexible: PPC campaigns can be easily adjusted to maximize your ROI.
Popular types of PPC
  • Google search ads: Appear in the sponsored section of the search results page. They appear when someone searches a keyword directly related to the advertised product or service.
  • Google display ads: Image-based ads that appear on websites within the Google Display Network. These ads are usually more visually appealing and are great for building brand awareness.
  • Remarketing ads: Appear to people who have already visited your website or interacted with your brand in some way. These ads can be used to re-engage with interested customers and encourage them to make a purchase.
  • Social ads: Ads appearing on social media platforms like Facebook, Instagram, Twitter, and LinkedIn. These ads are typically image or video-based and are used to promote your product or service.
  • Shopping ads: Ads featuring product images, prices, and descriptions that appear in search results and on other online stores. These ads are great for ecommerce businesses.
  • Gmail ads: Image and text-based ads appearing in users’ Gmail inboxes (free plans only).
  • Bing search ads: Ads appearing in the sponsored section of the Bing search results page. These ads are similar to Google search ads.

In conclusion,PPC is a valuable tool for businesses because it allows them to reach a larger audience with less effort. It’s also an effective way to increase brand awareness and improve website traffic.

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