Pay Per Click Advertising Explained

Digital marketing is a huge topic. It consists of SEO (search engine optimization), PPC (pay per click) advertising, SMM (social media marketing), affiliate marketing, content marketing, email marketing, and much more.

Each of these digital marketing channels has its own set of pros and cons and in this article, we talk about pay per click advertising.

What is Pay Per Click (PPC) Advertising?

PPC is a digital marketing method in which the advertiser pays every time a user clicks on an ads. In this advertising model, the advertiser bids on the perceived value of a click in relation to the keywords, platforms, and audience type.

Businesses use PPC advertising for various purposes like generating leads, increasing sales, creating brand awareness, etc. The traffic coming from PPC advertising is of high intent meaning its chances of being converted are also high.

In short, PPC is the way of buying targeted website traffic. The advertiser pays money for whatever traffic comes to his/her website, but the good thing about PPC is you can start driving targeted search engine traffic to your website immediately. On the other hand, if you want to drive search engine traffic to your website without paying, it will take more time depending on the competition, SEO efforts, etc.

How Does Pay Per Click Advertising Work?

There are various types of PPC ads. One of the most popular ones is search engine advertising. This advertising method allows advertisers to bid for ad placement in a search engine’s sponsored links when someone searches for a particular keyword. Whenever someone clicks on the ad, the advertiser gets charged a small fee.

Newbies often think that the more money they will bid, the better chances of their ads being appeared on the search engine. This isn’t true. PPC is more about relevance. To get the most out of your pay per clicking advertisement campaign, you need to give due to importance to relevance.

Google ads have a quality score which determines the quality and relevance of the ad. It tells the quality of your keywords, landing pages, and PPC campaigns. With a better quality score, you can drive more ad clicks at a lower cost.

The Best PPC Ad Networks

If you are planning to run pay per click advertising campaign for your business, you have different platforms available.

Here are some of the best ones:

  1. Google Ads
  2. Bing Ads
  3. Bidvertiser
  4. Facebook Ads
  5. AdRoll

1. Google Ads

When it comes to running PPC ads, no advertising network can beat Google Ads. It is the most popular platform for PPC ads. The reason is its high search volume. Do you know, over 3.5 billion searches happen every day on Google?

You can show ads on Google search engine, GDN (Google Display Network), shopping, mobile apps, and YouTube.

Running PPC ads on Google can be beneficial because if we compare Google with other search engines like Bing, Yahoo, etc., it gets massive amounts of traffic. To get the most out of your Google PPC ad campaign, your focus should be on Keyword Relevance, Landing Page Quality, Quality Score, and Creativity.

2. Bing Ads

If you are having issues with Google, you can consider Bing. Bing is another excellent platform when it comes to running pay per click ad campaigns. Bing Ads has tools that allow advertisers to import campaigns from Google Ads. So, if you are already running Google ads and considering Bing ads, creating campaigns would be easy.

This ad network lets you place ads on the search engine, MSN,, the Edge browser, and other partner sites. Although Bing can’t beat Google in terms of traffic, however, it gets millions of searches every day.

3. Bidvertiser

Bidvertiser is also an excellent alternative to Google Ads. This platform is full of cheap keywords. It works by displaying ads on third-party websites that sign up under a revenue-sharing scheme. It pays publishers a cut of the cost per click and display ads on their websites.

The thing which sets apart this platform is lower per click cost, compared to large ad networks. So, if you are a small advertiser with a limited marketing budget, Bidvertiser can be great for you.

4. Facebook Ads

Facebook is the largest social media platform in the world. With over 2 billion people using Facebook, you can expect great results from it. On Facebook, you can find your targeted audience based on the interests, demographics, behaviours, etc.

By targeting the audience based on different aspects, showing ads to the right audience becomes easy. Depending on your business type, you can use a video, image, or carousel for your Facebook ad campaign.

5. AdRoll

AdRoll is used for retargeting. If you want to convert your visitors into the actual buyers, this is the ad network you should be using. AdRoll uses over 34 million signals to make marketing predictions for targeting.

When you target users that already visited, you can bring them back to your website. This platform will show your ad on different sites so that users can remember your website.

Final Thoughts

As we have seen, there’s numerous pay per click advertising platforms on the web. However, no advertising platform can beat Google ads. With massive amounts of searches every day, Google is the ad network which can drive targeted search engine traffic and boost your marketing efforts.

About Anita Forrest

Anita Forrest is a Chartered Accountant, spreadsheet geek, money nerd and creator of - the UK small business finance blog for the self-employed community. Here she shares simple, straight-forward guides to make self-employment topics like taxes, bookkeeping and banking easy to understand.