Pay per click

What is pay per click?

Pay per click (abbreviated as PPC) is also called cost per click and it refers to a system of internet marketing where you pay a certain fee every time your ad is clicked. It is a form of enhancing visits to your site.

As an advertiser, you will pay Google Adwords, Bing, Twitter or Facebook (depending on the platform that you are using) each time someone clicks on your advert.

On the platforms previously mentioned, your ad is displayed whenever an internet user searches for information using keywords that are associated to your advert.

If the user clicks on your advert, then they will be taken to your website where your offer or service will be displayed.

How PPC Works

Pay per click works in a very simple way. Firstly a campaign needs to be created that will include your advert and the keywords that the ad will be associated with.

Once the advert is running (i.e. it is visible to search engine users) then when a user enters a keyword phrase, and your advert is displayed, and then if that user clicks on your advert, then you will be charged for that click.

Your Keywords

If you have no idea of what a keyword is, pay attention to this section because your keywords determine the success of your PPC campaign.

A keyword is simply a word or phrase that you use to develop your ad or online content. It should be unique but customized to suit what online users of your niche are searching for.

The features mentioned above ensure that your ad is visible to as many relevant internet users as possible. Now, your ad’s visibility increases chances of its access. For that reason, PPC ensures that whenever one or more of your keywords is typed or searched, your ad is displayed.

PPC Models

There are two main models of PPC campaign; flat-rate and bid-based. In the flat-rate model, you pay a fixed amount for each click. Note that the amount might vary based on the content. For instance, you might pay more for content that attracts more visitors. On the other hand, bid-based PPC allows advertisers to bid for your ad on an advertising network. In that case, you simply specify the content of your ad (keywords) and the amount that you are willing to pay. Advertisers who are interested will bid, and the best bidder wins.

Benefits of PPC

Pay per click campaigns is beneficial to all the parties involved.

  • It is excellent for your business
    You get the chance to put your message in the form of an advert and display it to a wide variety of internet users who query the web using your keywords.  A well designed PPC campaign will put more focus on your niche, and that will increase chances of your business making sales.
  • It is great for internet users
    Internet users are the ones who query the web for information on where they can buy products. A well-designed pay per click campaign will avail your products to them with only one single search.
  • It is good for search engines
    Search engines can use PPC campaigns of advertisers to determine what consumers are looking for on the internet. That allows them to direct them to the best websites possible. That means that if your PPC campaign is well executed, your website will be prioritized by search engines.

Why you should consider PPC for your business

As you might have noticed from the benefits above, you are the ultimate beneficiary of a good pay per click campaign. Still not convinced why you should use pay per click services? Well, let me outline the specific advantages that you stand to enjoy as a business.

  1. Speedy: contrary to other SEO marketing systems, PPC ads can be launched very quickly to bring traffic and leads to your site.
  2. Targeted advertising: your keywords can be used to display your content to specific internet users who suit your niche perfectly.
  1. Increases visibility: your ad will be published online, and thus every internet user stands to see it.
  2. Can be tracked in real-time: we track your keywords to determine which ones attract more traffic and high conversion rates.
  3. Very cheap: you don’t pay any initial fee. Payment only comes after your advert has been clicked. Furthermore, the amount is extremely low when compared to potential benefits.
  4. Easily customisable: you can set your budget and base it on your goals, potential market and internet scope that you want to cover.

Elements of a Good PPC Campaign

So what should your pay per click feature?


For your ad to get a high-quality score, it should be relevant to your niche. A high-quality score will attract high traffic to your site, and that may result in an increase in sales.

Proper keyword management

Your keywords should be researched thoroughly, grouped appropriately, and included in your site and ads naturally and adequately.

Customised campaign settings

Your pay per click ad should be customized to suit search (search engines) and display networks (other websites), all devices (PCs and mobile devices) and as many locations and languages as possible.

Unique selling propositions (USPs)

Don’t customise your content based on keywords only; include USPs as well as they also attract visitors.

Effective landing page

Your landing page should be attractive to visitors. Do not lead them to pages that are likely to turn them away (like subscriptions) but instead lead them to what the ad contains (like products, services or causes).

PPC Platforms – Google and Facebook

Google and Facebook offer some of the largest (if not the largest) platforms for pay per click campaigns.

Google uses AdSense and AdWords as its main PPC advertising outlets.

To use it, you need an account. Once you have the account, you will need to create keywords and then place your bid based on bid-based pay per click model.

Google allows you to decide whether you want the ad to be limited to Google pages or to be displayed on other web pages as well.

Google uses your information to determine your quality score that in turn determines your ad’s visibility. Therefore, it is very important to have superb keywords.

Just like Google, Facebook has a pay per click advertising platform.

However, it differs from the one offered by Google owing to differences in targeting. Facebook allows you to reach a more particular niche based on users’ locations, interests, and other demographic data.

A Facebook PPC campaign can be customized using Facebook’s Power Editor, which creates audiences for you. Furthermore, you can increase visibility and clicks by extracting group and page information from the social site. Therefore, it is a great platform to advertise your product to the 200 million users who log in every day.