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Pay per click advertising is one of the two search engine marketing (SEM) strategies that help drive targeted traffic to your website through search engines like Google, Bing, and Yahoo.
PPC is a form of online advertising where you pay only when someone clicks on your ad and lands on your website or landing page. Advertisers bid on specific keywords so that their ads appear on the first page of search engine results.
✅ PPC ads often appear at the top, right-hand side, or bottom of search engine result pages (SERPs) with labels like “Ads” or “Sponsored Links.”
Another SEM strategy is Search Engine Optimization (SEO). Unlike PPC, SEO uses free techniques (like on-page SEO and off-page SEO) to generate organic traffic.
📌 Learn more about SEO vs SEM here
PPC can accelerate traffic to your website quickly. It’s great for:
“There’s no point in showing your ad to people who aren’t interested.” – PPC helps you find the right audience at the right time.
There are multiple types of paid search marketing strategies:
Google PPC targets users actively searching to buy.
Facebook ads introduce products to potential buyers.
📌 Related: How to Promote Your Blog: Online and Offline Strategies That Work
You can use paid search marketing as your affiliate marketing strategy when you promote your affiliate products.
With PPC, you only pay when someone clicks your ad—unlike CPM (Cost Per Mille), where you pay for impressions whether or not users engage.
Both have different benefits:
Many businesses combine both to stay competitive.
Understanding how PPC works can help, even if you plan to hire a PPC expert or agency.
There are three types of keyword matches in Google Ads:
💡 Use specific, location-based keywords for better targeting.
Just like SEO, PPC ads require optimization:
Example:
Get Affordable Roofing Material in Johannesburg | Order Now for Fast Delivery!
PPC is excellent for testing landing pages:
✅ Helps you save time and money by focusing on high-performing pages.
Google assigns a Quality Score (0-10) based on:
⚠️ A low-quality score (e.g., 2) reduces your ad visibility—optimize your landing page before worrying about the ad itself.
Advertisers bid different amounts per keyword. For example:
Highest bid doesn’t always win – Google also considers Quality Score and ad relevance.
CTR = Clicks / Impressions
If your ad gets:
Your ad has a better CTR, so Google may show it more often—even if your bid is lower.
Here are some helpful PPC tools:
Invest in tools for data-driven decisions and smarter ad strategies.
That’s a wrap on Pay Per Click Advertising and Paid Search Marketing. Even if you’re new to PPC, this guide gives you the key knowledge to start or manage a campaign more effectively.
Whether you’re a small business or a digital marketer, PPC offers measurable, targeted, and flexible advertising solutions to grow your online presence.
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