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What is PPC?

PPC stands for “pay per click”

PPC can also be known as Search Engine Marketing (SEM), Paid Search or Cost Per Click (CPC). PPC is a form of advertising done online where you only pay for advertising when someone clicks on your ad. Clicks can cost anywhere from $.10 to $100+, depending on your industry and what type of advertising you’re investing in. PPC is usually done on platforms like Google AdWords, Bing Ads and social media but there are a few other options out there as well . Both Bing & Google have a massive network of search partners for ads to be shown and you can reach a huge amount of people. It’s an incredibly efficient way to advertise your business as you can easily monitor your ad spend, target keywords that are directly relevant to your industry and most importantly, measure real results.

Google AdWords

According to Wordstream, Google AdWords is the single most popular PPC advertising system in the world.  

AdWords offers a variety of PPC options from Search, Display, Mobile, Video Advertising and more. With these different options available, you are able to best determine which channel is going to be best for you business. Often times, it is a great idea to pair a couple of these channels to maximize ROI. If you’ve never experimented with AdWords, here’s a simple guide for how to use AdWords for your business.

Options Defined:

Search Advertising – Your ads will show based on a list of keywords you have selected each time someone searches on Google.

What is PPC

Display Advertising – Google has something called the “Display Network”. These are essentially partner websites with Google that will show ads that include images throughout the internet. They’re typically on the side of a page of a site or at the top and are generally used for remarketing campaigns. 

Mobile Advertising – These are ads that are shown within mobile apps. They’re those annoying little suckers that interrupt you once you’ve played the ultimate word in Words With Friends.

Video Advertising – This is pretty self explanatory but works primarily within YouTube (as you probably are fully aware) and other partner websites. Create a video and upload it to AdWords for millions to see. 

Shopping Advertising – If you’re searching for something like Nike Shoes or some other product, here’s what you’ll find. You can advertise directly in the search results and connect your e-commerce site to Google.

What is PPC

Bing Ads

Bing Ads are very similar to Google AdWords and often times are much cheaper on a PPC basis. This is due to less search volume and less competition. Bing has made it super simple to import your Google AdWords campaign so you don’t have to start from scratch. It’s as simple as downloading you AdWords campaign in the correct format and uploading into Bing.


Advertising on social platforms is becoming more and more popular. Ads on Facebook, Instagram, Twitter and Snapchat are just a few that come to mind. Advertising on social platforms can be just as, if not more, profitable due to the in depth targeting options available. You’re able to target people based on interests, liked pages, job titles, age and more. If you really know the demographics for your business and they hang out on social media, this could be a great avenue to explore. If you’re having a hard time deciphering which social media outlet is best for your business, this could help.


All in all, starting a PPC campaign is one of the easiest forms of advertising with extensive targeting options. You’ve got a variety of platforms to work with that allow you to easily track and see a real return on investment. With budgeting options for all different sized businesses, there’s no reason not to advertise with PPC!

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