Pay Per Click 101

Pay per Click diagram on iPad

Pay per click (PPC) is a way of using search engines (majorly Google) to procure clicks for your website. Here’s how to get started.  Although some other means such as cost per click are also used for the same mission, Click generation for your website is way more manageable when you use pay per click PPC.

Whenever you search for anything on Google, you need to know it is not uncommon to see ad groups pop up. Most times, these adverts are always related to your search.

Pay per Click 101: How It Works

Pay per Click 101: How It Works

Each time your advert is clicked, it sends a visitor straight to your website.

It is programmed to pay Google or any other search engine results page you may have used a small token.

Once your pay-per-click PPC program is up and steady, the fee will be less significant as time goes by.

This is because you will make sales surpass whatever amount you have invested in the pay-per-click PPC advert.

Pay per click PPC is essential to a wide range of web-related ventures.

Beneficial for Advertisers

A little has been said about this from the outset. However, that is more too that.

Whenever it is noticed that an individual is actively seeking products related to a specific advertiser.

He is presented with a product or service from advertisers who have keyed into the pay-per-click PPC program.

This is made possible because the input of searchers reveals their search intent.

Also, advertisers have access to tools that gives them a quantifiable estimate of how much to drive traffic a particular search query generates per display network.

To this end, it makes it quite easy for them to present their product or service to searchers once it is related to their search.

Beneficial for Search Engines

Beneficial for Search Engines

Search engines benefit immensely from pay per click. This helps them take care of two sets of people at once.

These are the advertisers and searchers.

They can build a user base of searchers and connect them with advertisers.

It is from the advertisers that search engines make their proceeds.
In effect, advertisers place their adverts for just a token.

Search engines strive to achieve two things when they go about their business.

They want to supply searchers with relevant results, bearing in mind other rival search engines.

That might poach their user base if they are not effective enough.

Also, they strive to target channels renown for generating huge revenues.

Beneficial for Searchers

Beneficial for Searchers

Searchers have found pay-per-click PPC to be beneficial. Apart from the fact that it brings suggestions based on their exact need a good number of times.
One good thing about these ad groups is that they are very concise and brief.

On the best of a search engine, they don’t even take up to 20% of your device screen.

One search engine that has recorded massive success with this program is Google.

All thanks to a carefully designed formula ensuring that pay-per-click adverts meet the needs of searchers.

Another good thing about Google ads is that they do not prioritize the highest bidders when allocating space for adverts on their result landing page.

Instead, they tend to reward ad extensions with the highest relevance. In essence, adverts are widely accepted by the user. 

Instead, they tend to reward search ads with the highest relevance. In essence, adverts are widely accepted by the user. 

This policy helps them sustain their user base, and it also forces marketers to tend towards search queries of searchers.

Google Ads as a Pay per Click Marketing Outlet

Google Ads as a Pay per Click Marketing Outlet

When you mention pay per click to the average person who knows a bit about how it works, the first thing that comes to mind is Google Adwords.

This is because it is by far the most popular of all pay-per-click PPC platforms.

Every time a search is performed via the Google search engine, it gives searchers videos and web content related to their search.

Further, it delivers an in-depth search within the pool of advertisers with related products and services and chooses a set of winners based on ad rank in the form of a programmed algorithm. 

The winner-selection algorithm is designed based on several factors such as relevance and quality scores of their keywords and the size of their keyword bids.

The algorithm is designed to make winning advertisements visible to search potential customers at a budget-friendly cost.

Advertisers are very instrumental in the success of a search engine.

As they are advertising their products, they also supply search engines with needed search results, which are relevant pay-per-click ads.

Why pay per click PPC Ads Are Right for You

Why pay per click PPC Ads Are Right for You
Now that you know something tangible about pay-per-click PPC marketing.

You may be wondering If it is the right channel through which you can market your goods and services to the world. The answer is a resounding “yes.” Here are the reasons why.

Excellent Tool to Grow Your Customer Base

Once a searcher gets to know your product or services through PPC marketing, and they are impressed with it, the ball is in your court.

You will find it very much more accessible to convert individuals like this to your loyal customers or clients.

Cost-Effective Way of Generating Leads

PPC pay per click gives you access to leads and prospects when searching for information and actually want to purchase products and services.

Owing to this fact, it is a cost-effective way of bringing interested visitors to your web landing page.

You are open to algorithm-based bonus Ads.

Google ad algorithms, for example, open you to some bonus ads, usually in the form of text ads.

How they allot these bonus ads is not a permanently defined process.

However, you can be sure to get a share of this booty with time if you become an advertiser on the platform.

Getting keywords right with a pay-per-click advertising platform

Pay per click

Keywords are vital to your pay-per-click PPC campaign. Being the leading platform in the pay-per-click world, Google advertisers use various tools to stay in front of the competition.

This activity is known as keyword research.

It helps them get the most searched keyword list within their niche. This is in a bid to get their keywords refined and strike out negative keywords.

If you want to get the best of your pay-per-click PPC advertising campaign and ad groups on a platform like Google ads, you must do keyword research from time to time.

That way, you will know what words are being searched continuously by Google’s user base.

An effective PPC pay-per-click should have the following qualities. First, advertisers pay an imense amount on video ads, show ads, and the right keywords to fit their daily budget.


This means keywords you place your id on should have a connection with your products or services. 


Your keyword research should not only be surface-deep.

You need to search even less common keywords, access their growth trend, and see if they have any chance of being popular keywords with time.


This means you have to create an environment for your keyword campaign. This way, it helps to expand such that there will be multiple match types.

That way, you will be sure to generate more leads with time.


If you have an online presence for your product or services, you will be wrong not to be thinking about PPC advertising.

With platforms like Google ads and other PPC-enabled platforms, you can be sure to generate more leads if you choose to explore.

There is still a lot to learn about pay-per-click PPC advertising. However, what you have known thus far is good enough to get PPC all right on track.


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