Pay Per Click Advertising (PPC)

Pay Per Click Advertising, Pay Per Click (PPC), Search Engine Advertising (SEA), different terms for the same concept. But what is it anyway?


PPC advertising is an online advertising model that allows you to place ads on search engine results pages (SERPs – Search Engine Results Pages), on social networks and other sites. With PPC, advertisers bid on keywords (that go to auction) and pay only when a user clicks on your ad. When users click on the PPC ad, they are taken to a website landing page.

PPC is an online advertising model in which advertisers pay each time a user clicks on one of their online ads.

There are different types of PPC ads, but one of the most common is the paid search ad. These ads appear when people search for things online using a search engine like Google – especially when they do commercial searches, which means they are looking for something to buy. It could be anything, a search on your phone or desktop, a search for a product at a local service – someone looking for “sushi near me” or looking for a hairdresser, or a plumber in the area, or someone who needs it to buy a gift – “flowers for Mother’s Day“. All of these searches trigger pay-per-click ads.

In pay-per-click advertising, companies that serve ads are only charged when a user clicks on your ad, hence the name “pay per click”.

There are other forms of PPC advertising such as Display Ads (usually, banner placement) and Remarketing.


Pay-per-click marketing is good for all stakeholders:

  • It’s good for searchers – people are proven to click on paid search ads more often than any other form of digital advertising. People don’t mind being bothered by advertisements, as long as the products and services respond to their needs. Since we use search engines when looking for products and services, the results, including the ads, are generally highly relevant to what we are looking for. In addition, Google has developed an excellent formula to ensure that PPC ads truly respond to the needs of those looking for them.
  • It’s good for advertisers – advertisers have a unique method of presenting their message to an audience that is actively looking for their product specifically. As potential consumers reveal their intentions when writing their queries (words they type when searching), advertisers can measure the quality of the traffic that results from search engine clicks.
  • It’s good for search engines – PPC allows search engines to satisfy the user and the advertisers simultaneously. Search engines want to provide relevant results in the first place to their users. But at the same time, they offer a highly targeted advertising channel that generates revenue for advertisers.

PPC can have an important – and positive – impact on most companies and brands. If you’re not doing PPC yet, you’re probably losing valuable traffic as well as revenue.

ppc advertising link37
ppc advertising link37

What are the advantages of PPC?

    1. Speed

With PPC marketing, you can start working in no time.

You can set up PPC quickly as soon as you have all the other details set (such as ad text and landing page). You don’t have to sign a contract or negotiate prices exhaustively – just set it up and go.

Right after the launch of your campaign, you will start to see the benefits of PPC advertising!

This is often in stark contrast to the beginning of search engine optimization (SEO) efforts, which often take a lot of time and attention to get the same type of positioning and traffic that Google Ads offers minutes after launch.

When compared to other channels, such as e-mail and organic social networks, there is the advantage of targeting people outside those who already know your brand, not being limited to your followers or existing customer lists.

PPC allows you to quickly launch a wide network to find new prospects and current customers.

In addition, most of the work is done within the PPC advertising platform – from research to campaign construction and ad writing. You can start working quickly with minimal involvement from your development teams, however, you always need to set up conversion tracking and which landing pages you want.

     2. PPC is Measurable and Trackable

Everything about PPC is measurable, from the amount you are paying to the number of hits your site receives. This makes it a useful tool for testing different campaigns (A/B Testing), strategies or landing pages, allowing you to assess which are the most responsive and the best option for your business. PPC is not just a way to drive traffic to your website, but a way to understand exactly what your customers are looking for.

This is a huge benefit of PPC advertising! Be easy to measure and monitor. You only need to use the Google Ads tool in combination with Google Analytics.

That way, you’ll be able to see high-level performance details, including impressions, clicks and conversions (based on defined business goals).

There are no mysteries in PPC. Statistics are readily available and show the performance of your campaigns and what kind of traffic and results they are generating.

ppc advertising link37 cost
ppc advertising link37 cost

    3. Costs – Only pay when someone clicks on your ad

In many types of advertising, we always pay the same amount regardless of how many people saw or contacted them for having seen the ad.

In PPC we only pay for each click. This means that we only pay when someone interacts with our ad, offering a chance to convert.

In addition, in PPC marketing, Google (and other ad networks) not only rewards those who bid the highest for a given ad slot but rewards higher quality ads (that is, ads that are most popular with users). Essentially, Google rewards good performance. The better your ads, the higher your clickthrough rates and the lower your costs.

When starting out in PPC advertising, you only need to make a small investment. In a pay-per-click campaign, there can be no charge until someone clicks on your ad. This way you can decide how much you will pay for each campaign, although the more you invest, the greater your potential results.

     4. Not so dependent on SEO

If your site doesn’t rank well on search engines, you can always promote your company through PPC.

With PPC, you can get an edge over the competition, even if you just launched your website! This is one of the most important benefits of PPC and can be very useful for startups, as it allows small businesses to compete for new customers with companies that have existed for decades.

If you are not yet very experienced in SEO, pay-per-click is perfect for you. While SEO is essential to your brand’s long-term success, this method allows you to run profitable short-term campaigns within a click. Likewise, if your site was not designed for SEO, you still have the opportunity to generate traffic through PPC and you will not have to worry about meeting Google’s complex content criteria.

     5. Advanced Segmentation Options

Reaching the right audience can be difficult, but PPC allows you to reach very specific groups. You can choose when your ads will appear, allowing you to segment your market and ensure that only people interested in your business will be reached. And being picky clearly pays off, PPC visitors are 50% more likely to buy something than organic visitors.

That is, you can target your ads directly to the people most likely to become customers.

By conducting a keyword search, you can determine which keywords potential customers are searching for when looking for information about your industry, products or services. Then, you can invest in those keywords in order to show your ad to those potential customers.

You can also target your ads to users based on demographics, interests, online activity, and more. Using a tactic called remarketing, you can even serve ads to people who have recently visited your site but haven’t made any purchases.


PPC advertising has already proven to be a reliable and profitable channel for B2B, B2C, non-profit organizations and other companies looking for fast, quality traffic and conversions.

Considering all the benefits that PPC offers, there is little risk in testing!

At Link37, we have a team specialized in PPC Advertising that can help you. Anyone can do PPC, but few do it well. At Link37 we have experience and knowledge. Talk to us!

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