What is PPC? How does it work?

PPC which can be abbreviated as Pay-Per-Click is the most popular term used for advertising works. Here in this article, we shall know the basics of paid search marketing along with detailed analysis of PPC and its working for business growth.

What Is PPC?

Pay-per-click (PPC) is an advertising model which allows marketers to place ads on an ad platform. This can be done by paying the host of that platform every time when the ad is clicked. PPC ads aim at leading the person to view it and guiding to the advertiser’s website or app.

The PPC ad thereby allows the visitor to complete a valuable action such as purchasing a product or availing a service. In technical terms, the advertisers bring a term named ‘Call to action,’ which is placed in the form of ‘Buy’ or ‘Order an item.’

Marketers can choose different online advertising platforms such as the top reputed Google ads, Bing platforms and many more. The search engines act as great strength to the advertising platforms that operate with real-time bidding (RTB).

How Paid Search Works?

A search engine results page (SERP) plays a vital role that displays an ad spot while an instantaneous auction takes place for the keyword.

For instance: A user is searching for purchasing a Smartphone at Rs. 14,999 and a marketer has advertised a phone. So the search results with that particular advertisement pop-in. However, a combination of multiple factors, including bid amount, focused location, and the quality of the ad, decide the marketer at the top spot of the SERP, while others make a sequence.

PPC keeps moving depending on the auctions each marketer is bidding. PPC Services have a major importance as most of the online promoters need it. Mostly, it’s the Google Ads that are preferred by many to set up and promote their products.

Campaigns are a well-known term that categorizes your ads while each can be run on priority basis of locations, product types, and other useful categorization. Campaigns also contain keywords and relevant ads while dividing them into ad groups.


PPC’s main focus lies in keywords while connecting advertisers to users’ search queries.

  • Queries- These are the actual words that users type into the search box of a search engine in order to find results.
  • Keywords– these are the specific words that marketers use to target users by matching their search queries. Sometimes, few marketers implement the strategy of targeting long-tailed keywords (example- Samsung Galaxy Note 9 in Southampton).


A combination of keywords while you prepare ads in your campaigns is a must. The association of keywords with ads in ad groups might include different target shared sets of keywords. Ads are portrayed if the auction is won.

Ads usually comprise:

  • Headline
  • URL
  • Description.

The results or spots depend on the way marketers strategize the ads and so are displayed either on the top or bottom or anywhere in between on a SERP. Different platforms provide features called ad extensions that enhance the appearance of ads.

DigitalMarketingAds as a PPC Agency works according to the marketer’s choice, while they choose us to run ads for them. Our expert team has in-depth knowledge on all the digital marketing strategies including SEO, PPC, and Social Media Marketing.

Budgets & Bids

Marketers implement a detailed analysis of how much they need to spend for each ad and how attractive it can be in terms of customer’s perspective. The categorization of budget varies for targeting each keyword and the deductions happen with respect to the click time rate. They are

  • Budgets at the campaign level.
  • Bids at the ad group or keyword level.

Budgets can be exceeding on a daily basis as they set at the campaign level, but will not be overspent on a monthly basis. All ad groups should have bids, but keyword level bids override ad group level bids.

Ad Rank

As a PPC Company, it’s most important to provide the services of monitoring the Ad Rank. Rankings play a vital role while analyzing the ad status with its competitors and other relative businesses, in case the similar kind of ad is run by many at a time.

Search engines have their own particular ways while the ads are placed at different positions on the SERP and different elements determine the presence and ad rank. The Google Ads platform considers the following aspects:

  • Bid amount
  • Ad relevance and quality
  • The context of the search
  • Format impact.

Cost-Per-Click (CPC) purely depends on the quality score. CPC can be reduced with a high quality score which is produced with ad relevance. Search engines impose penalty on marketers who bid on keywords with low Quality Scores by rarely showing their ads, even if they have high bids.

So it is always important to have engaging and relevant ad copy. This may be in form high-volume keywords. The landing page loading speed also shouldn’t be less while you promote an ad, as it’s one of the key parameters that the ad platform considers, while the user will be less-impressed too.


While marketers run ads through campaigns online, target should be perfectly set. The ads need to reach relevant audiences, with many targeting options available to optimize campaigns, including:

  • Device
  • Location
  • Day and time
  • Demographics.

For example: A brand new washing machine from LG was recently introduced and as a marketer, you want a set number of washing machines to go on-sale from your online market. The best way it works is you choose females from an age group of 25-35 in your nearest location.

In case, the strategy is working out properly with the ad reaching the set range of women, explore it to the surrounding areas. Else you may try running another ad targeting the ladies ranging between 35-45 ages, while you may or may not pause the first ad.