Getting the Scoop on PPC


Depending on your SEO experience and knowledge, it can take a lot of time and effort to get your website ranking on the first page of SERPs.

Wouldn’t it be great if you could just pay to put your website in front of the right people, pretty much instantly, and bypass all that hard work?

Enter PPC.

PPC, or pay-per-click, is a type of advertising that can get your website at the top of Google search results quickly and easily.

It shouldn’t be considered an alternative to SEO methods, but it can work well alongside SEO to complement it. Intrigued? Good, let’s jump right in.

What is PPC?

PPC, which stands for ‘pay-per-click’ is a type of advertising strategy in which the advertiser only pays when a user clicks on their ad. It is a common way of attracting traffic to a website, as an alternative to SEO practices which drive traffic more organically.

It commonly goes hand in hand with search engine advertising, but there are other platforms where advertisers can launch pay-per-click campaigns, including Facebook, YouTube, and LinkedIn.

How Does PPC Work?

Perform almost any search on Google and you’ll be presented with sponsored posts, such as these hotels in Milan sponsored by

Google Search Sponsored Ads

As a user, I haven’t clicked on any of these links to hotels in Milan, so isn’t paying for me to see them.

However, if I click on one of these links, will have to pay Google Ads for that advertising.

PPC can be a really effective marketing tool for businesses because it gets you in front of your target audience, and you only have to pay when a user clicks through to your site, at which point there’s a fairly good chance they’re interested in what you have to offer.

You reach your target audience by bidding on keywords, and Google can opt to display your ad when a user inputs a relevant query. In this example, it’s likely that has bid on the exact keyword phrase ‘top hotels in Milan’.


PPC and SEO have the same aim. They work to get your website in the top spots on search engine results pages. But their methods are different.

With SEO, you’re running a marathon and the only way you’re going to complete it is with consistent training and putting one foot in front of the other.

With PPC, you hop on a bus and take the short cut. Either way, you’re going to get to the finish line.

With SEO, you’re working to get your website ranking amongst the top results on search engines for specific user enquiries.

Once you’re consistently ranking highly, you’ll have a consistent flow of organic traffic. With PPC, you create a campaign to get your website ranking on a search engine or social media site for a particular keyword.

Each time that link gets clicked, you get charged. It’s a form of paid-advertising.

Both of these methods can see an increase in traffic and conversions, but arguably they work best when used in conjunction with each other.

Benefits of PPC

Reach Your Target Audience

When creating a PPC campaign you can identify target audience, which enables you to get in front of the types of users you know are going to have an interest in your products or services.

Save Money

Compared with traditional advertising and some forms of modern marketing, PPC campaigns are more cost effective.

You only pay a fee when a user clicks through to your website, so the money you’re spending is somewhat guaranteed to get your traffic numbers rising, even if those users don’t immediately make a purchase.

Get Immediate Results

You can set up a PPC campaign and it will be running usually the same day or the following day. It will put you in front of your target audience quite literally overnight. Compared to traditional advertising and SEO efforts, the speed of PPC cannot be argued with.

Increase Brand Awareness

PPC gets you showing up at the top of search engine results, or on social media sites. Even if a user doesn’t click through to your website, they’re still seeing you. This can help to increase brand awareness, essentially for free.

Measure Your Success

You can measure the success of any PPC campaign using analytical tools, and this can be crucial for adjusting your marketing efforts going forwards.

Creating a PPC Strategy

Perform Keyword Research

Keyword research is crucial for creating your PPC campaign. It will affect the types of users you reach, cost of your clicks, and conversion rates.

Google Keyword Research Tool - Long Tail Keywords
Phrase ‘best hotels in Milan’ generally convert less than long-tail keywords, such as ‘best hotels in milan near duomo’.

Users who input more specific searches are more likely to make a purchase, because they know what they’re looking for.

Broad searches are more likely to be input by users in the early stages of planning a trip, so by opting for specific keywords you can save money, have less competition, and to an extent, qualify your leads.

Pick a Platform

Google Ads is the most popular platform used globally for PPC, but there are other platforms worth considering for pay-per-click campaigns, such as Facebook Ads Manager, where you can control campaigns for both Facebook and Instagram.

TikTok Ads and Microsoft Ads are other alternative options, and LinkedIn Ads can be a good place to get in front of a professional audience.

Digital Advertising Market Share of Major Companies (2023)

Set a Budget

You can set a maximum budget for your PPC campaign, and when this is reached the campaign will end. This can be beneficial for controlling expenditure.

Monitor Your Campaign

Use the associated analytical tools to monitor your campaign, gaining insight into how users respond to your ad, and how they use your website. Understanding what works and what doesn’t can help you grow your success in the future.

Final Thoughts

Investing in a PPC campaign can be worthwhile for a number of reasons, but it shouldn’t be used as an alternative to SEO practices since it only really offers short-term success.

A PPC campaign works best when running in conjunction with a website that has been properly optimised for search engines and customers. It’s essential to put in the research and background work before initiating a PPC campaign to ensure you get the most for your money.

You can find out more about how we can help with your next PPC campaign by getting in touch with us today.

Karli Edmondson-Matthews

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