What Is PPC Marketing?

Pay-per-click (PPC) advertising is essential to any effective search engine optimization (SEO) strategy because it can offer immediate results.

Did you know? Creating well-crafted PPC ads can boost your brand awareness by up to 80 percent, and 65 percent of customers click through on paid advertisements.

You can achieve many different goals with PPC. The most common reasons to use pay-per-click ads include improving brand visibility, identifying new leads, bringing more traffic to your site, and increasing conversions.

But, while there are many positive motivations for investing in PPC marketing, the main reason boils down to growth. While PPC is quite easy to execute, getting it right does take some planning and preparation.

Here, we will look at all the essential ingredients for creating a successful and sustainable PPC campaign strategy. Here’s what our ultimate PPC guide will cover:

  • PPC: Important Terms
  • Benefits of PPC campaigns
  • Types of PPC campaigns
  • PPC Platforms
  • PPC vs Organic
  • Creating A PPC Campaign: Step-by-step
  • PPC Campaign Strategy & Examples

PPC marketing: Important terms

Before we delve any deeper into our PPC guide, let’s take a look at some essential PPC marketing terms that you need to know.

Search Engine Marketing (SEM)

Leveraging search engines to market your brand, services or products to specific target audiences through paid and organic techniques.

Cost Per Click (CPC)

How much it costs to earn a single conversion or sale from your PPC ad.

Cost Per Mille (CPM)

This is also known as cost per thousand. With a CPM pricing model, advertisers or marketers pay for every 1,000 ad impressions.

Ad Rank

This is ultimately where your ad appears on a search engine results page (SERPS). Ad rank is calculated by multiplying your quality score by your maximum CPC bid.

Quality Score

This is a metric that measures the relevance of a PPC marketing ad.


The maximum amount of money or budget a PPC marketer is willing to spend on each ad click.

Ad groups

The grouping or segmenting of your PPC ad keywords into certain categories or themes.

Landing page

The webpage or destination that a user will click through to when engaging with a paid ad.

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