Nearly half of all clicks on Google (46%, to be exact) land on the top 3 paid ads. That’s right—when people search for solutions, answers, or products, they’re clicking those sponsored results at the very top of the page.
Why? Because PPC ads are front and center, designed to capture attention and drive action.
Whether you’re a business owner looking to get more customers or a marketer trying to scale results, PPC is one of the most powerful tools in your arsenal. But if you’re new to pay-per-click advertising, it can feel like stepping into a maze of keywords, bids, and budgets.
That’s where this guide comes in.
In this beginner-friendly walkthrough, we’ll break down what PPC is, how it works, and how you can use it to get in front of the right audience—and drive results. Let’s dive in!
What is PPC?
Pay-per-click (PPC) is an online advertising method where you only pay when someone clicks on your ad. It’s a popular way for businesses to reach potential customers, especially through platforms like Google Ads. With PPC, you’re only charged when your ad gets attention, making it a cost-effective way to drive traffic to your website.
Unlike other advertising models that charge you for views or impressions—whether or not they lead to results—PPC is laser-focused on performance. Every dollar you spend is tied directly to action. And it’s up to you to convert the desire into a sale.
In other words, it’s like buying your way to the top of search results or social feeds—but only paying when someone takes the next step.
This makes PPC an irreplaceable way to drive traffic, leads, and sales—without wasting money on ads or social media content that doesn’t deliver.
Before diving into the mechanics of PPC, let’s see where it fits into the bigger picture of search engine marketing.
What is PPC, SEO and SEM
By now, you already know what PPC is: it’s all about paying for clicks to get instant visibility at the top of search results.
But how does it compare to other terms like SEO or SEM?
Search engine optimization (SEO) focuses on earning that visibility organically. Instead of paying for clicks, you optimize your website and content to rank higher in the unpaid section of search engine results pages (SERPs). It’s slower but has long-term benefits. Read more about SEO in this article.
PPC and SEO both fall under the umbrella term—search engine marketing (SEM), the broader strategy to attract traffic from search engines. While PPC services deliver immediate results, SEO builds sustainable growth—and combining the two creates an unmatched perspective for success.
Now, let’s take a closer look at how PPC works in the context of marketing and advertising.
What is PPC in Marketing
If you’re trying to build an audience for your blog or educational content, PPC is one of the smartest ways to get started.
Why? Because targeting non-transactional keywords—like those people search for when they’re looking for information, not making a purchase—comes with much lower competition and costs compared to bidding on keywords with high purchase intent.
For someone starting a blog or educational platform from scratch, this can be a game-changer. Here’s why PPC matters:
The Reality of Starting from Zero
When your blog is new, nobody knows it exists. Search engines take time to notice, test and rank your site content organically, no matter how good it is. Relying on Google alone to “discover” you can feel like shouting into the void.
PPC solves this by giving your content an initial push.
By paying to promote your blog posts, guides, or lead magnets, you’re putting your work in front of people who are actively looking for information (but not ready to purchase yet) in your niche. This initial exposure can drive traffic to your blog and help you build an audience faster than waiting for organic search to kick in.
Time vs. Money: The Big Question
If you’re not ready to pay for PPC, you could also promote your blog for free by:
- Pitching your content to other publishers.
- Sharing meaningful posts with links on social media.
- Engaging in online communities or forums to generate interest.
This approach works—but it takes time. A lot of it. Crafting pitches, building relationships, and engaging consistently in communities is a major time investment.
So, the real question becomes: Do you want to invest your time or your money to get results?
PPC offers a way to save time by buying your way into the spotlight. With a well-targeted campaign, you can quickly drive relevant traffic to your blog and start nurturing your audience with the content you’ve worked so hard to create.
Looking for solutions that move the needle? Then you should visit our SEM services page, where you can learn more about how we achieve results you deserve!
Why PPC for Non-Transactional Keywords is a Smart Play
Informational keywords cost less. Transactional keywords (like “buy running shoes”) are fiercely competitive and expensive because they target users ready to make a purchase.
But if your focus is on building relationships—targeting keywords like “how to start running” or “best beginner workouts”—the competition (and cost per click) is significantly lower. You’re paying to attract people early in their journey, not at the moment of purchase.
When you bring people in through PPC, you’re introducing them to your brand and content. Over time, as they engage with your blogs, emails, or community, they move from not knowing you to trusting you.
This process is what turns casual visitors into loyal buyers. By the time they’re ready to purchase, they aren’t just buying your product—they’re buying into you. PPC gives you the visibility to start this journey, and trust drives the final conversion.
Now, let’s dive into how PPC works as a powerful tool in driving sales.
What is PPC in Advertising
PPC in advertising is all about driving sales and conversions. Unlike marketing campaigns that aim to build awareness or drive traffic, PPC advertising focuses on getting customers to take immediate, transactional actions—like making a purchase or signing up for a service.
Here’s how it works:
- Targeting Ready-to-Buy Customers: PPC ads are shown to people actively searching for specific products or services, like “buy new mouse pad” or “book a plumber near me.” This ensures your ads reach users who are already prepared to take action.
- Action-Oriented Ads: PPC in advertising promotes products, discounts, or services with clear calls-to-action, such as “Shop Now,” “Claim Offer,” or “Get Started.” These ads are designed to encourage instant decisions.
- Measurable Results: Every dollar spent on PPC can be tied back to specific sales or conversions, making it easy to see the return on investment (ROI).
In short, PPC in advertising is about paying for results—converting clicks into paying customers as efficiently as possible.
How does PPC advertising work?
PPC advertising will vary depending on the platform, but the core steps are generally the same:
- Choose Your Campaign Type
Start by selecting a campaign type based on your business goal—whether it’s driving sales, generating leads, or increasing website traffic. - Define Your Targeting
Refine your targeting options, such as audience demographics, locations, devices, and even ad schedule. This helps ensure your ads reach the right people at the right time. - Set Your Budget and Bidding Strategy
Decide how much you’re willing to spend and set up your bidding strategy. This determines how much you’ll pay for each click (CPC) or other actions. - Provide a Destination URL (Landing Page)
Add the URL where users will land after clicking your ad. This should be a relevant page that matches the intent of your ad and helps drive conversions. - Build Your Ad
Create your ad with compelling copy, relevant images, and a strong call-to-action. This is what will convince users to click and take action.
This process ensures that your ads are seen by the right audience, stay within your budget, and effectively drive conversions.
The Types of PPC Formats
When it comes to PPC, there are two key formats (search and display ads. Each has its own strengths depending on your goals. Other types are: video ads and shopping ads.
Search Ads
Search ads are the most common and often the most effective type of PPC. These are the text-based ads you see at the top of search engine results pages. When someone types a query that matches your keywords, your ad shows up.
- Best for: Businesses looking to capture high-intent users who are actively searching for a product, service, or solution.
- Why it works: It targets people who are already interested in what you offer, so they’re more likely to convert.
Display Ads
Display ads appear on websites across the internet, usually in the form of banners, images, or videos. They show up on sites within the Google Display Network or other ad networks, based on user interests or behaviors.
- Best for: Brand awareness, retargeting, or reaching people who might not be actively searching but are generally interested in your offerings.
- Why it works: Display ads keep your brand top-of-mind, even when potential customers aren’t actively looking for your product or service.
Both search and display ads serve different purposes—search ads capture high-intent users ready to convert, while display ads help build brand awareness and stay top-of-mind with potential customers.
By using both formats strategically, you can target customers at different stages of their journey, maximizing the impact of your PPC campaigns.
The Main PPC Platforms
While Google Ads is the go-to PPC platform for many, it’s not the only option. In fact, depending on your business goals, there are other platforms that might be a better fit—especially when cost-effectiveness is a priority.
Google Ads
Google Ads remains the most widely used PPC platform, allowing you to display ads on their search engine results pages and across its extensive Display Network. With a massive user base and highly-targeted features, it’s ideal for reaching people actively searching for your products or services.
- Best for: High-intent users, local businesses, e-commerce.
- Why it works: Google’s reach and targeting capabilities make it hard to beat for immediate visibility and performance.
Bing Ads
While Google Ads gets most of the attention, Bing Ads (now part of Microsoft Advertising) can be a more cost-effective alternative. With less competition and a slightly older demographic, it often leads to a lower cost-per-click (CPC) while still providing access to millions of potential customers.
- Best for: Cost-conscious businesses, reaching older demographics.
- Why it works: Lower competition means you might get more bang for your buck compared to Google Ads.
BONUS: Outbrain
If you’re looking for a platform that blends native advertising with content recommendations, Outbrain is a great option. It helps you place your ads on high-quality websites.
- Best for: Content-driven campaigns, brand awareness.
- Why it works: Outbrain’s average CPC is much lower (around $0.10) compared to other platforms like Taboola ($0.45), giving you access to premium websites at a fraction of the cost.
Don’t just follow the crowd—each advertising platform has its own advantages. A little experimentation across different networks can help you find the most efficient way to reach your audience and maximize your ROI. The right platform for your PPC strategy might just be the least expected one.
How To Manage Your PPC Campaigns Effectively
Managing your PPC campaigns isn’t a “set it and forget it” kind of deal. It requires ongoing optimization to get the most out of your ad spend. Here’s how you can manage your PPC campaigns for maximum impact:
#1: Continuously Add PPC Keywords
Expand your keyword list regularly by adding terms that are relevant to your business. The more targeted keywords you have, the broader your reach becomes, increasing the chances of capturing quality leads.
#2: Add Negative Keywords
Not all clicks are good clicks. Identify non-converting terms and add them as negative keywords. This helps keep your ads relevant and ensures you’re not wasting money on traffic that won’t convert.
#3: Review Costly PPC Keywords
Some keywords might be eating up your budget without delivering results. Periodically review these underperforming, costly keywords, and pause or eliminate them to prevent wasted spend.
#4: Refine Landing Pages
Make sure the content and CTAs of your landing pages are tailored to match the search intent of each keyword. Sending all your traffic to the same generic page is a missed opportunity to boost conversions.
#5: Split Ad Groups
To improve your ad relevance and quality score, break up your ad groups into smaller, more specific ones like we did here:
This allows for more targeted ad copy, landing pages, and better performance overall.
Your Journey Begins Today!
PPC can be a game-changer for your business when managed well—it offers precision, fast results, and scalability. Whether you’re driving immediate sales, building brand awareness, or simply refining your strategy, the key is to stay flexible and keep optimizing.
Remember, the best PPC campaigns are always evolving, just like your business.
If you’re ready to take your PPC strategy to the next level or need help getting started with PPC, our marketing team is here to guide you through every step. Let’s turn those clicks into real business results. Reach out today and let’s create a tailored PPC plan that works for you!
FAQ about what is PPC
Your PPC budget should align with your goals, industry, and the level of competition. Start with a modest budget, track your performance closely, and optimize as you go. For example, if you’re spending $200 a week but only generating $100 in return, focus on fine-tuning your campaigns to achieve a positive ROI before scaling your budget. Once your strategy proves successful, gradually increase your investment in the areas that yield the best results.
PPC can generate immediate results, but for sustained performance, give your campaigns a few weeks to optimize. You’ll likely see initial results in a few days.
While having a website is recommended, you can run PPC ads directing traffic to your Google Document or a Google Form. However, a dedicated landing page is much better for, well, everything.
