What is ppc?

Pay‑Per‑Click (PPC) is an online advertising model where businesses pay a small fee each time someone clicks on their ad. Instead of paying to have an ad displayed, you only pay when a user actually clicks on it, which can drive traffic to your website or landing page.

Let's break it down

  • Ad creation: You write a short ad with a headline, description, and a link.
  • Keyword selection: Choose words or phrases people might type into a search engine when looking for what you offer.
  • Bid amount: Set the maximum amount you’re willing to pay for each click on a keyword.
  • Ad auction: When someone searches, the search engine runs an auction among advertisers who bid on those keywords. The highest‑ranking ads get shown.
  • Click & cost: If a user clicks your ad, you’re charged the amount you bid (or less, depending on competition).
  • Performance tracking: You can see how many clicks, impressions, and conversions (like sales or sign‑ups) your ads generate.

Why does it matter?

PPC lets you reach potential customers exactly when they’re searching for something you offer, giving you immediate visibility. Because you only pay for actual clicks, it can be a cost‑effective way to drive traffic, test new products, and measure ROI (return on investment) with clear data.

Where is it used?

  • Search engines (Google Ads, Bing Ads)
  • Social media platforms (Facebook Ads, Instagram, LinkedIn, Twitter)
  • Video sites (YouTube ads)
  • E‑commerce marketplaces (Amazon Sponsored Products)
  • Mobile apps and games (in‑app advertising)

Good things about it

  • Immediate results: Ads can appear as soon as you launch a campaign.
  • Targeted reach: Choose keywords, locations, demographics, device types, and more.
  • Budget control: Set daily or monthly caps; stop anytime.
  • Measurable: Track clicks, conversions, cost per acquisition, and adjust in real time.
  • Scalable: Start small, then increase spend as you see success.

Not-so-good things

  • Cost can rise quickly: Competitive keywords may become expensive.
  • Requires ongoing management: Poorly optimized campaigns waste money.
  • Click fraud: Some competitors or bots may click ads to drain your budget.
  • Learning curve: Understanding bidding strategies, quality scores, and analytics takes time.
  • Dependence on platforms: Changes in ad policies or algorithms can affect performance.