What is Pay Per Click Advertising? How is it Useful in Digital Marketing

What is Pay Per Click Advertising? How is it Useful in Digital Marketing | Digital Marketing | Emeritus

Pay Per Click (PPC) advertising is a powerful digital marketing tool popularly used by marketing professionals. For one, it allows businesses to place ads on Search Engine Results Pages (SERP) and other platforms. But more importantly, it also means that you end up paying only when a user clicks on their ad. Furthermore, it enables businesses to reach their target audience at the right time—when they are already in their buying journey—with the right message. This, in turn, leads to increased brand awareness, website traffic, and conversions.

As a result, companies are increasingly looking for experts well-versed in PPC advertising to manage their campaigns. These professionals should possess a deep understanding of PPC platforms, bidding strategies, keyword research, ad copywriting, and analytics. They should be able to optimize campaigns to achieve the desired outcomes while staying within the allocated budget. This blog overviews PPC advertising, its benefits, the optimization process, and other relevant details. 

Pay Per Click Advertising

What is Pay Per Click Advertising?

An important digital marketing strategy, PPC advertising is about placing ads on SERPs, social media platforms, or other websites. The idea is that you only pay when a user clicks on the ad. Advertisers bid on specific keywords that are relevant to their target audience. Users then see these ads while searching for those keywords. Moreover, PPC advertising allows businesses to reach their ideal customers with precision and efficiency. Additionally, it can be a highly effective way to drive traffic, leads, and sales to a business’s website. Benefits of Pay-Per-Click Advertising PPC advertising has become an essential component of digital marketing strategies. It helps to increase a brand’s online visibility, helps reach out to a wider target audience and achieve marketing goals. Here is a breakdown of some of its advantages.

  • You can monitor the performance of campaigns in real-time
  • It contributes to business goals by assisting in the achievement of a wide range of business and marketing objectives
  • Allows businesses to enter the market quickly and reach the target audience faster
  • You have complete control over campaigns and can make changes as needed
  • PPC advertising integrates well with other marketing strategies like Search Engine Optimization (SEO) and social media marketing
  • Provides excellent targeting options, hence allowing you to reach ideal customers
  • Insights from marketing data are used to continuously improve campaigns

How Pay-Per-Click Advertising Can Help a Brand Achieve Marketing Goals

Pay-per-click advertising can assist a brand in achieving its marketing objectives in a variety of ways:

Brand Awareness

PPC advertising can help increase brand awareness by displaying ads to people who are looking for keywords related to the business. This can help increase a brand’s visibility and recognition.

Lead Generation

By driving traffic to a website and landing pages, PPC advertising can help generate leads. High-quality leads that are more likely to convert into customers can be attracted by targeting specific audiences with relevant ads.


Pay-per-click advertising can help drive sales by targeting people who are actively looking for products or services similar to those offered by the business. The likelihood of these people making a purchase can be increased by showing them ads when they are on their buying journey. 

Steps Involved in Pay-Per-Click Advertising

Here’s how businesses and digital marketers can create effective PPC advertising campaigns.

Defining Goals

Before creating advertisements, defining goals is important. Advertisers should decide what they want to accomplish with their PPC campaign, such as increasing sales, generating leads, or raising brand awareness.

Choosing Platforms

For PPC advertising, advertisers should select a platform that best suits their business needs and budget. Some of the best PPC advertising platforms include Google Ads, Bing Ads, Facebook Ads, LinkedIn Ads, and Twitter Ads.

Setting Budget

Advertisers can set a daily or monthly budget for their PPC campaign based on the needs and budget of their business.

Creating Ads

Once advertisers have defined their goals, selected a platform, and established a budget, they should create ads relevant to their target audience. Moreover, it always helps to include a clear Call to Action (CTA).

How to Optimize a PPC Ad Campaign for Maximum Results

To get the best results from a PPC marketing campaign, digital marketers, businesses, and advertisers should follow these guidelines.

  • Before creating advertisements, specific objectives should be established. This will assist in determining what to accomplish with a PPC campaign, such as increased sales, lead generation, or brand awareness
  • For pay-per-click advertising, select a platform that best meets company needs and budget, such as Google Ads, Bing Ads, Facebook Ads, LinkedIn Ads, Twitter Ads
  • Depending on business needs and budget, establishing a daily or monthly budget for a PPC campaign
  • Machine learning models should be used to optimize bids and placements to generate conversions or conversion value
  • Ads and messaging should be targeted and personalized based on the buyer’s intent and requirements
  • Tracking metrics such as clicks, spending, Click-Through Rates (CTR), win rate, and so on can be used to determine the success of the PPC strategy
  • Ads should be created that are relevant to the target population and include a clear CTA

Tips for Successful Pay-Per-Click Advertising Campaigns

Pay Per Click Advertising

Creating a successful PPC advertising campaign requires careful planning, execution, and continuous optimization. Here are some tips and best practices that businesses, advertisers, and digital marketers can follow to maximize the effectiveness of their campaigns.

Use Relevant Keywords

Relevant keywords should be used in PPC campaigns to guarantee that ads are seen by the correct audience. Now, to do this, businesses should undertake extensive keyword research to uncover relevant terms that their target audience is looking for.

Write Captivating Ad Content

The ad content should be attention-grabbing and appealing to potential customers so that they can click on the ad. Great ad copy, therefore, keeping this aim in mind, should be precise and simple, with a CTA.

Test and Optimize Ads

PPC ads should be tested and optimized regularly to guarantee they are operating well. For example, test different ad wording, keywords, and landing pages to find what performs best for the target demographic.

ALSO READ: What is Digital Marketing?

Learn More About PPC Advertising with Emeritus Courses

Pay-Per-Click advertising has emerged as a powerful marketing tool that enables businesses to target their ideal customers with precision and efficiency. As a result, it has become increasingly important for professionals to learn about it and how to create effective campaigns that will help businesses achieve their marketing objectives. To further get a better grasp on the topic, there’s always Emeritus’ range of online digital marketing courses. Moreover, these high-quality programs include the spectrum of digital advertising subjects, including PPC advertising, social media marketing, and search engine optimization, to help learners build the skills they need to succeed in today’s digital landscape. 

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Pay Per Click Advertising

About the Author

Content Writer, Emeritus Blog
Sneha is a content marketing professional with over four years of experience in helping brands achieve their marketing goals. She crafts research-based, engaging content, making sure to showcase a bit of her creative side in every piece she writes. Sneha spends most of her time writing, reading, or drinking coffee. You will often find her practicing headstands or inversions to clear her mind.
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