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  • Writer's pictureMatt Vance

The Fundamentals of Pay-Per-Clink (PPC) Advertising

Updated: Feb 3

Pay-Per-Click (PPC) advertising is an online advertising model where advertisers pay each time a user clicks on one of their ads. It is an effective way for businesses to reach their target audience and generate leads and sales.

PPC advertising operates on search engines, such as Google and Bing, and social media platforms, such as Facebook and LinkedIn. The objective of PPC advertising is to create a compelling ad that will entice a user to click on it and land on the advertiser's website.

This process starts with the creation of a targeted audience, which is achieved by using keywords, demographics, interests, and other criteria to define the ideal customer.

Once the target audience is defined, the next step is to create the ad. This involves writing a compelling headline, selecting images or videos, and crafting a call-to-action (CTA) that will encourage users to take a desired action, such as filling out a form, making a purchase, or calling a business. The ad must also be optimized for the specific platform it will be displayed on and must adhere to the guidelines set by each platform.

Once the ad is created, it must be placed in front of the target audience. This is done by bidding on keywords or phrases that the target audience is likely to search for.

Advertisers set a maximum bid for each keyword and the search engine or social media platform will place the ad in front of users based on the bid amount and the relevance of the ad to the user's search query.

The cost of a PPC ad varies based on the competitiveness of the keywords being targeted and the platform being used. Some keywords may cost a few cents per click, while others may cost several dollars. Additionally, the cost may fluctuate based on the time of day and the location of the target audience.

Once the ad is live, it is important to monitor its performance. This involves tracking metrics such as clicks, impressions, cost per click, conversion rate, and return on investment (ROI). These metrics will give advertisers a clear picture of how their ad is performing and allow them to make informed decisions about optimizing their ad to improve its performance.

Optimizing a PPC ad involves making changes to improve its relevance to the target audience and its ability to generate conversions. This may involve changing the ad's headline, images, or CTA, or targeting different keywords. Advertisers should continually monitor their ad's performance and make changes as needed to improve its effectiveness.

PPC advertising is an effective way for businesses to reach their target audience, generate leads, and drive sales. It requires a well-defined target audience, a compelling ad, and a strategy for placing the ad in front of the target audience. Monitoring the ad's performance and making optimizations as needed are crucial for success in PPC advertising.

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