Pay-Per-Click (PPC) Marketing: An Overview In Paid Digital Marketing

by | May 17, 2023 | marketing blogs

  • Pay Per Click (PPC) is an online advertising where advertisers pay a fee each time their ad is clicked.
  • PPC Works by paying for certain keywords that are displayed to industry specific consumers.
  • Boiling Point Media is a full marketing agency who has experience and a proven track record of successful PPC campaigns.


In today’s digital age, businesses have an array of marketing strategies at their disposal to increase their online visibility and drive targeted traffic to their websites. One such powerful tool is Pay-Per-Click (PPC) marketing, which has revolutionized the advertising landscape. Businesses have the ability to have their ads appear at the top of some of the most used websites in the world through the use of PPC. Although this form of marketing is innovative in so many ways, it also can be a very difficult form of marketing to use. Let’s look at PPC advertising and how it has evolved as well as how it’s used.


What is PPC Marketing?

PPC marketing is a form of online advertising in which advertisers pay a fee each time their ad is clicked. It is an auction-based model where advertisers bid on specific keywords relevant to their target audience. These ads are prominently displayed on search engine results pages (SERPs) and other websites, ensuring maximum visibility to potential customers. Unlike traditional advertising methods, PPC allows businesses to reach their target audience precisely and measure the effectiveness of their campaigns in real-time.


History of PPC

The concept of PPC advertising originated in the late 1990s when search engines like (later known as Overture) introduced the first pay-for-placement search advertising model. In 2002, Google launched its AdWords platform, which became the foundation of modern PPC marketing. AdWords allowed advertisers to bid on keywords and display their ads on Google’s search engine results.


Over the years, PPC advertising evolved and gained traction, attracting businesses of all sizes. With the advent of social media platforms like Facebook, Twitter, and LinkedIn, PPC expanded beyond search engines, enabling businesses to target audiences based on demographics, interests, and behaviors. Today, PPC marketing has become an integral part of digital marketing strategies for companies worldwide.


How PPC Works

PPC campaigns operate on a simple principle: advertisers bid on keywords related to their products or services, and their ads are displayed when users search for those keywords. Here’s a breakdown of the key components and mechanics of PPC campaigns:


Keyword Research

Thorough keyword research is essential to identify relevant keywords that align with the target audience’s search intent. Tools like Google Keyword Planner, SEMrush, and Moz Keyword Explorer can help identify high-volume and low-competition keywords.


Campaign Creation

Advertisers set up PPC campaigns within advertising platforms like Google Ads, Microsoft Advertising, and social media platforms. They define campaign objectives, budgets, ad formats, and targeting parameters.


Ad Creation

Engaging ad copy and visually appealing images or videos are crafted to entice users to click on the ads. Ads should be relevant, concise, and tailored to the target audience’s needs.


Bid Management

Advertisers set a maximum bid they are willing to pay for each click on their ad. The ad platform considers the bid, ad quality, and relevance to determine the ad’s placement on SERPs or other advertising spaces.


Landing Pages

Effective PPC campaigns direct users to optimized landing pages that provide a seamless user experience and encourage conversions. Landing pages should be relevant, persuasive, and aligned with the ad’s content.


Top PPC Platforms

When choosing a platform to run PPC ads on, there are some platforms that are better than others. But ultimately, it will come down to the platform your target market is most likely to use. Here are some of the top PPC platforms available.


Google Ads 

Undoubtedly the most dominant player in the PPC advertising arena, Google Ads offers an unparalleled reach and targeting capabilities. With its vast search network, advertisers can display their ads on Google’s search engine results pages (SERPs) and partner websites. Google Ads supports various ad formats, including search ads, display ads, shopping ads, video ads, and app ads, allowing businesses to tailor their campaigns to specific goals and target audiences.


Microsoft Advertising

Formerly known as Bing Ads, Microsoft Advertising provides a valuable opportunity to tap into a substantial share of the search market beyond Google. Although it has a smaller user base, it often offers less competition and potentially lower cost-per-click (CPC) rates. Microsoft Advertising allows advertisers to create search ads and display ads, making it a viable alternative or supplement to Google Ads.


Amazon Advertising

As the leading e-commerce platform, Amazon offers its PPC advertising platform, Amazon Advertising. It allows businesses to promote their products directly within the Amazon marketplace, reaching millions of shoppers actively searching for products to purchase. With options like sponsored products, sponsored brands, and display ads, Amazon Advertising provides effective tools for sellers and vendors to boost product visibility and drive sales on the platform.


Apple Search Ads

For businesses with mobile apps targeting iOS users, Apple Search Ads can be a valuable platform. With Apple Search Ads, advertisers can promote their apps within the App Store search results, increasing app visibility and driving downloads. The platform offers various ad formats, including search ads and display ads, and precise targeting options based on demographics, device type, and user intent.


Choose Boiling Point Media To Run Your PPC Advertising

Running your own PPC advertising can be difficult and time consuming. It often makes more sense to let professionals run your PPC advertising so that you get the best results without wasting money. Boiling Point Media is a top ranked digital marketing agency that specializes in SEM & PPC advertising. We are certified in using Google Ads, Microsoft Ads, as well as Amazon Ads and deliver strong results for our clients. If you are looking for more qualified traffic to your website that turns into sales, give Boiling Point Media a call and see what we can do for you!


Contact Boiling Point Media



(405) 286-9635





7801 N Robinson Ave, Ste J-11, OKC, OK 73116


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