Pay Per Click (PPC) - What Is It? How Does It Work?

PPc Ads Pay Per Click

It is essential to adapt to the new and ingenious ways of marketing to promote your brand or business. Today's age of advanced technology and high social presence on the internet has harmed all small-scale and large-scale businesses to indulge in digital marketing.

There are many ways of indulging in digital marketing to increase your business exposure and ensure that your services and product reach a larger target audience base. One of the most popular means of digital marketing has been searching engine optimization – this concept allows you to display your brand website in the first (or first few) pages when a customer does a web search.

Depending on what you are providing and what the customer is looking for, your website has higher chances of being displayed in the first few links.

With the increasing competition in the market and almost all businesses opting for search engine optimization, it has become difficult to extract the benefits of this marketing method fully. This is where Pay-per-click comes into play. Pay-per-click, or PPC, is a model of internet marketing where your brand or business's adverts are displayed on any platform, which gets paid a certain amount every time someone clicks on your ad.

It sounds like a simple process, but many aspects are involved in the final construction of this advertisement model. PPC agencies provide you with an ease-of-use and friendly interface to be benefitted from this digital marketing method.

What is PPC?

Where search engine optimization works towards gaining attraction towards your website, by increasing your page's viewability, PPC works towards paying a third party for every customer that comes into your website by clicking on the advert that is shown on advert models. In other words, it can be referred to as buying visits to your website – rather than increasing the quality of your website.

A great example of how Pay-per-click works can be seen when you Google search a certain thing, and websites related to that content show up; the first few links are sometimes accompanied by the word 'Ad' written right before the website address.

Through this process, your website always shows up at the top of the search page. With PPC, your website's chances of being shown on the first page when related content to your business is searched are always ensured. This assurance increases the exposure of your brand – even if people do not click on the advert, they view it on the third-party platform.

Every time your advert is clicked, the platform where it is displayed gets paid a small amount. Due to this, it is known as the pay-per-click digital marketing method. Google is one of the largest PPC adverts' largest suppliers, as its scope and visibility are much higher than any other third-party platform. But where your website is placed, on what factors, all of this has a bigger framework.

How does PPC work?

Years of ingenious work by skilled and trained experts have been put into concepts like digital marketing through SEO and PPC by digital marketing companies. It is a big pool of revenue for whoever invests; as the market increases in size, so does the means of promoting the brand and businesses involved in the competition.

The main aspect when it comes to pay-per-click is the AdWords Auction. Everything that pay-per-click depends on comes circling back to AdWords Auction, which is given direction by the PPC agencies in the initial stage of you appointing a third-party platform for your advert models.

When a Google search is done, Google searches in the AdWords advertisers' pool to determine whether an auction will be conducted. If there are two or more interested parties for the keyword in question, and Google deems it relevant for the person who has searched, then an auction is triggered. It is important to note that just the keyword does not play the only part in determining the AdWords Auction; related phrases can also trigger the auction.

Advertisers will go through the keywords and determine whether it is worth it for them to bid on – and if so, how much are they willing to bid on it. Keywords that belong to somewhat of the same category are then grouped, which are not bid on individually after that. Google then enters these keywords into its search engine operator and the most relevant keyword. The highest bid from the advertiser is put in the topmost position with more priority. One query for keyword accepts only entry from your side.

The top position for being displayed as an ad is determined in the combination product of many factors involved. It includes maximum bid, your quality score, which decides the position your ad will be displayed in. This is why keywords are the main aspect of determining how well your PPC digital marketing works. It is necessary to conceptualize what you are trying to sell or show through your website – and do thorough research to put out the most relevant keywords. Like in search engine optimization, keywords play a big role in the PPC adverts; but they are not acting alone.

The keyword is related to the queries – which are the words that the person who is searching types into the search bar. These queries need to be answered by the keyword with the highest relevancy for your advert to have maximum bidding and be placed on the top.


From the beginning, PPC may have seemed like a simple concept – but there is an in-depth framework it consists of, with many components operating in a webbed system. Due to this, PPC agencies provide professionals who will help businesses utilize the benefits of PPC to their full potential.

The basic element of pay-per-click is that you are buying visits to your website – on one click, one payment basis. It helps in increasing the exposure of your brand or business. There is a dire need to ensure that you have put in the effort and ingenious work into framing your website with ample relevant keywords that answer potential customers' queries.

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