What Is PPC Marketing?

What Is PPC Marketing

PPC marketing is a term that is often banded around by business owners, marketing managers and marketing professionals. However, not everyone that talks about PPC can answer the question: what is PPC marketing? So in this article, we are going to do exactly that and help you to either improve your existing understanding of PPC or learn about it for the first time.


PPC marketing is a term that is often banded around by business owners, marketing managers and marketing professionals. However, not everyone that talks about PPC can answer the question: what is PPC marketing? So in this article, we are going to do exactly that and help you to either improve your existing understanding of PPC or learn about it for the first time.

What Is PPC Marketing?

So, what is PPC Marketing? Pay-per-click (PPC) marketing is a digital marketing channel that allows businesses to place ads on an ad platform and pay the ad platform each time their ad is clicked. The two most prominent ad platforms are Google Ads and Bing Ads.

PPC marketing is a popular option among businesses as it helps them to gain almost instant visibility providing that they invest in a sufficient budget and setup their campaign successfully. Businesses use PPC ads to drive traffic to their website or to encourage a potential customer to complete a valuable action such as calling them or sending a message.

As search engines continue to be one of the most popular ways for customers to find products and services, there is a significant captive audience that are waiting to be engaged with. These potential customers are targeted at a time when they have buyer intent and are therefore most likely to either contact a business or make a purchase .

How Does PPC Marketing Work?

For every PPC placement that is available on a search engine, a real time auction is held to determine the business that will appear in that placement. Many factors can influence whether a business appears and the placement position that they appear in including the keyword bid, quality of the ad and the budget.

A PPC auction is held every time someone searches for something that businesses are interested in bidding on. Each business can choose which keywords they would like to bid on based on their business priorities. In order to take part in a PPC auction, you need to create an account for your chosen ad platform and create a campaign/s to target suitable keywords.

What Are PPC Keywords?

PPC keywords are a central part of PPC marketing as they link businesses to the search queries of potential customers. Search queries/search terms are the words typed by search engine users to find results. Keywords are the words used by businesses to target users.

Most keywords will trigger a number of different search queries/search terms including misspellings. The extent to which a keyword triggers search queries is controlled by the use of keyword match types: broad match, phrase match and exact match.

In addition to PPC keywords, it is recommended that campaigns contain negative keywords. A negative keyword will prevent ads from being shown when a user is searching for an irrelevant query. For example a specialist Personal Injury law firm in London will want to show ads to people that are searching for ‘personal injury solicitors’ but not for ‘personal injury insurance’, so ‘insurance’ is likely to be a suitable negative keyword for them.

You are now well on your way to improving your understanding of PPC marketing.

How Can I Write Effective PPC Ads?

PPC ads are the content crafted by a business that appears to searchers when their search query is matched to one of your keywords. Ads are organised into ad groups which will also contain several keywords, an ad group will often target a theme. For example, a business accountant may have a PPC campaign with ad groups for cloud accounting, tax returns and business formation/startup.

When a business wins an auction, one of their ads will be shown to searchers. They are a potential customers first impression of your business, so ensuring that they are effective will help you to achieve the best possible results. Most ads consist of headlines, descriptions and a URL.

Writing effective PPC ads can be a challenge, you have to condense your text so it fits within set character limits while also capturing the attention of potential customers. Effective ads will outline what your business is offering, why a customer should choose you, have a clear call to action and include one of your targeted keywords.

The most effective ads are also complimented by ad extensions which improve the appearance of ads. Popular ad extensions include a call extension which shows your phone number and allows a customer to call you with a single click and a sitelink extension which displays links to different pages on your website.

What Is A PPC Marketing Budget?

A PPC marketing budget is the amount that a business is willing to spend on clicks during a set time frame. Budgets are set a campaign level and are usually set as a daily budget. Your daily budget can be exceeded on a daily but you will not spend more than your daily budget times the average number of days in a month. For example, if you set a daily budget of £20 per day, in a month you would not spend more than £20 x 30.4 (average number of days in a month) = £608.

Setting a PPC marketing budget for your business should take account of a number of factors including:

  • Total marketing budget
  • PPC spend of your competitors
  • ROI calculation
  • Results timefame
  • Businesses appetite for risk

In most cases and for most businesses, starting with a small initial budget and testing this budget for at least a month is a suitable strategy. Using a small initial budget will help you to test the effectiveness of your campaign, gain insights & data and adapt your campaign.

Which Targeting Options Are Available For PPC Marketing?

Keywords are the most important targeting option in PPC marketing but the targeting options do not end with keywords. It is not only possible but also recommended that businesses target by location, device, demographics and time.

It is therefore possible for a business to target a specific type of customer in a set location at a set time on a specific device. For example, an Italian restaurant in Reading could choose to target a 25 year old potential customer looking for an Italian takeaway food within a 5 mile radius of their restaurant on their smartphone within their restaurant opening hours.

Using these targeting options helps you to tailor your ads to best suit different customer groups and measure their effectiveness. Targeting options present an opportunity to make automatic bid adjustments to gain more traffic and traction with a particular group of customers. For example, an insurance broker may know that smartphone users are most likely to request an insurance quote between 3pm and 5pm on a Wednesday. In this case, they can make upward bid adjustments for mobile devices and for this particular time window using their ad schedule.

We’re Ready To Help Businesses With PPC Marketing

VIP IT are a professional PPC marketing agency with the experience and expertise to help your business create successful PPC marketing campaigns. Book a free consultation with us or give us a call on 01962 458 457 to find out how we can help your business.

Have We Answered Your Question: What Is PPC Marketing?

We hope that you have enjoyed our blog and that we answered your question: what is PPC marketing? If there are any other topics that you would like us to cover, please send your suggestions to enquiries@vipit.com. We also welcome your feedback on our article.

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