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What Is PPC?

Written by Vicky Bradley

26 | 08 | 14

PPC  |  
2 minute read

PPC (Pay Per Click), or sometimes referred to as CPC (Cost Per Click), is an internet advertising model used to direct traffic to websites, in which advertisers pay the publisher when the ad is clicked. It is defined simply as paying for targeted traffic.

Using PPC with a search engine, such as Google via Adwords, advertisers choose keyword phrases relevant to their products, services or target market. When someone searches for those keywords their adverts appear, usually across the top or the side of the search results.

There are more advanced PPC models such as display advertising (which can be used to show your text, image or video ads around the web and not just search engines) and remarketing (targeting users who have visited your website previously). 

Should I use PPC?

PPC has become an established part of online marketing for many companies, some people say that PPC is optional but we say that it is recommended for most businesses. We feel PPC is an integral part of online marketing as it offers options that you simply can’t achieve from any other method of online marketing such as instant results, location / geo-targeting and remarketing.

How easy it is?

At its most basic PPC, through a system such as Google Adwords, is fairly easy to get up and running. Having said that, PPC campaigns are not self-sustaining. By turning on a PPC campaign and leaving it alone does not guarantee that the campaign in question will be successful, after all it’s the publisher job (e.g. Google) to get you to spend the maximum amount of money. Companies need to look at how their campaigns are performing and make changes usually on a daily basis.

What does a PPC agency do?

Working with a PPC company can be extremely beneficial to your business. They know how the systems work and can get the best ROI for you. They can bring all their expertise together to ensure every pound you spend on PPC is targeting the right people. What we usually find is a 40-60% wastage figure on self-run / in-house campaigns – all of that can be saved and re-invested in positive ROI campaigns by a PPC agency and they usually only charge a 10% management fee!

TIP: Make sure you choose an agency which is a Google AdWords Partner and Bing Ads accredited to ensure you really are hiring experts.

Digital 22 has their own PPC campaigns manager, contact us today here to discuss how we can help you!