What is Pay Per Click (PPC) Marketing and how can it help me?

Pay per click (PPC) marketing is a form of digital marketing where you only pay when someone clicks on your advert (the clue is in the name).

There are lots of different channels and forms of Pay Per Click (PPC) marketing, the most popular channels are Google and Bing.

These channels offer various different types of Pay Per Click (PPC) marketing, the most popular are paid search, display network and shopping ads.

Paid Search

This allows businesses the opportunity to jump to the top of the search engine results page (SERP) for keywords and phrases selected by you.

Paid search ads are text only, here is an example of one on Google…

Google AdWords Search Ad PPC Marketing Example

There are four different types of ‘match types’ that can be used for the keywords and phrases;

  • Broad
  • Phrase
  • Exact
  • Broad Match Modifier.
With Pay Per Click (PPC) campaigns, you can control how much you spend over a daily period or the lifetime of the campaign.
You can enter a maximum bid for each keyword, or you can use Google’s advanced bidding options like enhanced cost per click. This allows Google to use it’s machine learning to maximise your return on investment. Google automatically adjusts your bids for clicks that are more or less likely to lead to a sale or a conversion – find out more here.

Overall Paid Search is a great way of getting your business in front of people who have the intent to buy your products / services.

Generally, Paid Search produces fast results and allows you to generate more qualified leads.

Paid Search provides measurable results which enables you to optimise over time and maximise your return on ad spend (ROAS).

Display Advertising

These are the adverts that you see on websites when you are browsing the internet – generally media sites and blogs. They are made-up of text-based, image or video adverts that encourage users to click a landing page and take an action. 

There are a number of ways you can reach people via display advertising;

  • Keywords – websites will have specific themes of keywords related to their content
  • Demographic and geo-targeting – you can select specific locations, interests and demographics for your target audience
  • Remarketing – you can target your website visitors – this requires pixel (cookies) to be set up on your website – an example of this is when you see a product you have just looked at on an advert on another website.

Display adverts are a great way of reaching a large audience, this is due to their diversity – they can be presented in a number of formats.

Expect a low Click Through Rate (CTR), but as you only pay per click they are a great way of building brand awareness even when people do not click!

You can also use display ads to drive conversions. A great way of utlising them is to show display ads to people who have viewed your products but not yet purchased – you know that these people are interested – you could even show them a coupon code to push them into purchasing.

Shopping ads (also know as Product Ads)

You would probably have seen Google Shopping ads in the past, they often appear within a search for a product on a search engine.

Google Shopping (Product ads) for Nike Sneakers Example

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These ads will generally appear above search ads on the SERP, so they are in the right place – where most people are looking first. 

They are effective because they showcase the product image alongside the price and company name. 

For Google Shopping ads, you will need a Merchant Center Account and then you’ll need to set up a feed from within there (any questions, just shout!)

Shopping campaigns are a great way of maximising sales of your physical products.

They stand out more than anything else on the SERP, due to the accompanying images, price and reviews. You will see higher CTRs and conversion rates are generally higher as people have seen the product and price before clicking.


Pay Per Click (PPC) marketing is not as simple as just one thing, and there are many different uses for it. Pay Per Click (PPC) can really help your business in numerous ways, from generating leads to building brand awareness to increasing your sales. 

Google also offers a £75 voucher to new ad accounts when they spend their first £25 (+tax).

Like what you see? 

Send me a WhatsApp or book yourself a free 30 minute discovery call to find out how I could help your business grow using PPC advertising.

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