ppc model works

Pay Per Click is a type of advertising in which an advertiser sets a budget to place his Ads on the search engine and then pays for the clicks. Placing the Ads on popular search engines, like Google, helps drive traffic to the website; thus, increase the brand’s visibility. We can say that PPC is a way of buying more visits to a website instead of earning those clicks organically.

If you are new to PPC marketing and want to use it to market your business, PPCexpo have prepared a PPC tutorial that will help you to learn how the PPC model works. Once you know the basics of paid advertising model, you will be able to use it right. So, let’s start!

Pay Per Click PPC

If you are into digital marketing, your main goal is to have a website rank high on Google organically. It requires an in-depth knowledge of SEO or how websites function, which is quite a time-consuming process. Moreover, it is unpredictable and may take months to see the results. Luckily, PPC can rank your site on Google and bring more traffic to it instantly!

Pay per click advertising on search engines lets the advertisers bid for Ad placements in the sponsored links when a user types a keyword related to their offerings. When someone searches for the targeted keyword, the Ad appears on the top of SERP. If the user clicks the Ad, the advertiser has to pay a small fee to the search engine.

However, if you use only PPC to boost your online presence, it can be a time-consuming, expensive, and temporary approach. Instead, you should combine it with a strong marketing strategy that includes SEO, content marketing, and social media presence.

How does the PPC Model Works?

Now you know that advertisers have to pay to make their Ads appear alongside the search engine results. But, it doesn’t mean that you can simply pay more to beat your competition. All the Ads go through an Ad auction. It is an automated process used by search engines to check how relevant the Ads appearing on the SERP are.

Most PPC Ad campaigns fit into the following two categories-

Google Ads

As the name depicts, in Google Ads, you pay Google to list your Ad at the top of the organic search results. When a user clicks your Ad, you pay CPC from your budget. When you have used your entire PPC budget, Google won’t show your Ad until you allot the budget again. Search Ads, Display Ads, and Local Ads are the various types of Google Ads.

Search Ads

Google runs the search Ads above or alongside the SERP when someone searches for the products and services you offer. You just have to write an impressive Ad copy, select the right keywords, and set the daily budget.

Display Ads

Display Ads can be text-based or visual banners that reach a broader audience. Simply choose an Ad format, create an Ad, select the right audience, and fix your budget. Next, choose your payment option based on your campaign’s goal, including CPM (cost per thousand impressions), CPA (cost per acquisition), or CPC (cost per click).

Local Ads

Local search Ads are location-focused Ads that target the users who search for businesses, products, and services nearby yours. Like Search Ads, they are also charged on a CPC basis.

Social Media Advertising

Like Google Ads, paid social Ads also offer a fantastic reach. It involves advertising on social media platforms, like Facebook, Instagram, LinkedIn, etc. Being the most popular social media giant, Facebook is a great place to present your Ads to a lot of audiences. LinkedIn is great for B2B companies but is costlier than Facebook. You can choose any of the platforms based on your budget.

Keywords Play A Crucial Role In PPC Advertisement

The search engine’s Ad Auction is a bidding system. Thus, as an advertiser, you need to bid on the right keywords you want to trigger your Ads. For example, suppose your business is all about sports equipment. A user who wants to buy a tennis ball, cricket bat, or rackets, might enter ‘sports equipment’ in the search engine.

When a user enters the search query, Google will perform some calculations to determine which Ads are shown on the SERP, in which order, and by which advertiser. Since you have to pay for each click you get, make sure to bid on the keywords relevant to your business.

How To Get The Most Out Of PPC?

Pay per click seems easy to implement; however, you shouldn’t rush into the process. Below are a few tips for setting up an effective PPC campaign to bring high-quality traffic to your site.

Know Your PPC Goals

If you just jump into the PPC landscape and don’t know about your expectations or goals, you may overspend the money. In order to avoid this, know who you want to reach with your Ads. Take time to determine what action you want your user to take when they click your Ad. Once you know the goals, make sure that you have set up a way to track your campaign’s performance.

Create A Good PPC Campaign

Keep it simple and relevant. Google Ads provides you with an option to group your Ads. But, you should try to stay focused. The more relevant you’re Ads, the better your audience’s response. Check if your campaign is manageable so that you can monitor it effectively. If the campaign’s structure is complex, you might miss out on your ROI.

Keep The Most Crucial Factors In Mind

If you want to get the most out of your PPC campaign, don’t neglect the following important factors-

Keywords, Ad Relevance

Choose the right keywords and context, keeping your target audience in mind. Ensure that the keywords are relevant to both your Ad copy and audience.

Landing Page

Optimize your landing pages for desktop as well as mobile devices. All your Ads should be aligned with the landing pages. Don’t forget to add a clear, compelling CTA to your landing page.

Quality Score

Quality Score is Google’s rating for the quality and relevance of an Ad. The better is the QS, the more clicks you get, that too at lower CPC.


Hopefully, this pay per click PPC tutorial will help you get clear on the basics of paid search advertising. Undoubtedly, it is an incredible way to reach your targeted customers, spread brand awareness, and get instant traffic to your website. It isn’t magic, though. While you can see results as soon as Google runs your first Ad, you should focus on getting ‘optimal’ results. Optimizing your Ads, landing pages regularly, choosing the right keywords, and writing a creative Ad copy is the key to do so. When you monitor your PPC marketing properly and test everything carefully, it could be the most fruitful online marketing tactic!

By Anurag Rathod

Anurag Rathod is an Editor of Appclonescript.com, who is passionate for app-based startup solutions and on-demand business ideas. He believes in spreading tech trends. He is an avid reader and loves thinking out of the box to promote new technologies.