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What is PPC (pay-per-click) Advertising?

Pay-per-click (PPC) is an advertising method whereby businesses who advertise pay every time a web user clicks on one of their online ads. PPC is a tactic used to secure website traffic and conversions without waiting for organic search engine traffic.

PPC is one of the most cost-effective forms of online advertising, especially for new businesses who have not yet been around long enough to rank organically in search engine results (SERPs). And because it is such a targeted form of advertising, the ability to become more visible and to reach audiences who are readily looking for your products or services is much more prevalent.

How does PPC work in practice?

  1. A business creates a group of adverts which encompass relevant keywords to the business.
  2. A budget is set for the ad campaign, with established goals to achieve.
  3. The business bids for the chosen keywords within this ad space.
  4. The ad is then placed in the search engine results, based on the algorithm of the PPC platform.
  5. When a user clicks on this ad, the business pays the fee (the cost per the click).
  6. The performance of the PPC ad campaign is monitored over time, and optimised as necessary to improve click-through-rates (CTR).
What are Keywords?