What is Pay Per Click?

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What is Pay Per Click?

Pay Per Click, also frequently known as PPC, simply refers to when advertisers will only pay for an ad when a user physically clicks on its content. These ads are usually displayed across platforms such as Google, Bing, Facebook, etc.

Unlike the organic method, (the slower route to more customers) these platforms generate revenue by offering pay per click services. This is essentially an auction for businesses to advertise in prime space on their websites, for example, at the top of Google search or in the newsfeed in social media.

Pay Per Click enables you to jump the queue, avoiding months of getting your content out organically, to get in front of people who are actively looking for your product or service.  You can pay platforms like Google, Bing, Facebook and Instagram to push your content to users who are likely to be interested in what you are promoting and you only pay when customers click. (Please note: depending on your campaign objectives, Facebook charge by impressions too, so be careful).


Pros of Pay Per Click (PPC).

  • Very fast to market, on the same day in most cases.
  • As a business, you get to control what prospects see.
  • PPC gives you scale, providing your profitable ads, rather than you simply giving the platform more money.
  • You get in front of someone in their moment of search, increasing the chance of getting that sale enquiry or appointment.
  • You can remarket your website visitors to bring that person back to the website to enquire. This is a massively powerful tool, as in Google you can show your ads and you only pay when a person clicks on the ad.

Cons of Pay Per Click (PPC).

  • Requires a regular budget for optimum results.
  • You need a solid sales process already in place and to work on your customers’ digital journey to ensure those clicks are producing sales, enquiries, or bookings (whatever your goal might be).
  • PPC requires commitment and patience to continuously test different ads over time to refine the ideal ad content.
  • PPC is not a “set and forget” process, it requires continuous support and attention, so it may be worth investing in an agency (such as ourselves) as they have the expertise and dedicated time to keep on top of your ads.


Now, if you’re still reading this, then why not check out a case study from one our pay per click campaigns, where we took a client who was running their own pay per click campaign and cut their costs by 90% in 3 months. Click here to watch the video and if you think you would benefit from a quote on your pay per click campaign, then you can get a quote on that page too or give us a call on 01543 241247.

However, if you are not at the stage of publishing ads just yet, no worries, check out this YouTube video on 4 ways to grow your business here.

We hope this quick blog has been insightful into the world of pay per click (PPC) and if you want to learn more about digital marketing head over to our YouTube channel.

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