Have you seen the adverts displayed in Google and other search engines while browsing for your search results? If so, you are probably already accustomed to PPC or Pay-Per-Click Marketing

What Exactly Is Pay-Per-Click Marketing?

In the PPC model of internet advertising, advertisers are charged every time user clicks one of their adverts. There are other PPC ad types, but the sponsored search ad is one of the more prevalent ones. When individuals conduct internet searches using search engines like Google, these advertisements are displayed. Anything from a smartphone search to a local service search to someone looking to buy a present or an expensive item like corporate software could fall under this category. These queries all result in Pay-Per-Click Marketing. Pay-Per-Click Marketing only charges advertisers when a user clicks on their ad; this is how the term “pay-per-click” came to be used.

What Is the Process of PPC Marketing?

Advertisers cannot simply spend more to guarantee that their advertising is displayed more prominently than their rivals’ ads on the search engine results pages. Instead, the Ad Auction governs how ads are handled. Google and other major search engines utilize a fully automated procedure to evaluate the legitimacy and relevancy of adverts that show on their SERPs.

What is Pay-Per-Click Marketing and why it is used?

How Keywords are used in Pay-Per-Click Marketing?

The Ad Auction is a bid system, as its name suggests. The terms on which marketers want to “trigger” or display their adverts must be bid upon in order to do so. These phrases are referred to as keywords. The search engine performs algorithmic calculations based on the user-submitted search query. This decides which advertisements are shown, in what order, and from which advertisers. Only bid on keywords that are pertinent to your business because you must pay for each click on your ads, and this will ensure that you get a return on your advertising investment. You may use a keyword tool to determine the best keywords to bid on that are both affordable and likely to result in sales or conversions.

What objectives do Pay-Per-Click Marketing have?

PPC is used to achieve different kinds of marketing objectives, such as:

  • Boosting sales
  • producing leads
  • increasing brand recognition

The key to Pay-Per-Click Marketing is relevancy. At each given time, users are looking for particular goods, services, and information. At the same time, this search is taking place, advertisers have the option of displaying a tailored advertisement.

What is remarketing?

According to the retargeting idea, individuals who have already visited your website are more likely to convert when they do so and are less likely to click your ad again if they aren’t already considering converting. The “Shared Library” is where the remarketing code is kept. In order to target people depending on which page(s) they visited or did not visit, or based on the dates they visited or did not visit a page or group of pages, you must place that code throughout all of your website’s pages.

Combinations of remarketing lists are also possible. For example, if your subscription-based service requires renewal every 30 days, you could make two lists for visitors to your “thank you” page, one with a 30-day expiration date and the other with a 60-day expiration date. While blocking the one that lasts 30 days, you could focus on the one that lasts 60 days. You may utilize ad language like “time to renew your subscription” to target those who have visited the “thank you” page 30 to 60 days after that conversion. Similar ad copy will be produced for the Search Network and the Display Network. It must be engaging, provide a call to action, and clearly describe what your product or service is to users.

How Should Your Pay-Per-Click Marketing Ads Be Optimized?

Pay-per-click advertising can be a highly economical approach to promote your website and expand your company. To accomplish it well, though, requires time and effort. Your PPC costs can be affected by a variety of variables, such as:

  • Do the search terms relevant to your ideal audience actually use to find the goods they want to buy or do the solutions to their problems match the keywords you chose to bid on.
  • Your landing pages and advertising’ quality Google rewards companies who deliver a positive customer experience with the best ad spots and the most affordable prices. Your click-through rate, or CTR, is a reliable indicator of whether or not people are responding to your ad design.
  • An effective account structure is important for your PPC account.


You are off to a terrific start in the world of PPC with this guide. It covers everything you’ll need to get started with or into as soon as your PPC accounts are launched. For your account, make sure to test various features and tactics. Every account is individual and will respond to various features and techniques in a unique way.

Please feel free to contact our professionals at info@instiqa.com if you need any PPC marketing assistance.