What is ‘PPC’?

(AKA: Pay-per-click)

• PPC is a type of Search Engine Marketing where an advertiser only pays the publisher (search engine, website or social media network) when someone clicks on their ad to find out more.
• PPC ads come in three major forms – text ads on a SERP (search engine results page) – such as Google Ads or Bing Ads; display ads (an image or motion graphic) on websites related to a target audience; or shopping ads, where an image of a product with basic info appears on a site like Amazon or eBay after the user has searched for that product.

RELATED: What kinds of customers can you target with SEM?

What are the advantages of PPC?

• Speed: PPC quickly drives website traffic and conversions for the advertiser, making it one of the most efficient forms of digital marketing.
• Precision: The ability to target your audience means ads are appearing in front of the people looking for your product or service.
• Agility: Almost instantaneous data means you can tweak your advertising to ensure optimum performance.
• Measurement: Conversion tracking means you can assess the success of your ads and optimise for an improved ROI.

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