Digital Marketing

How does PPC Marketing Work?

  • Post By: Anup Kanti Ghosh
  • Published: August 8, 2021

Many businesses are using PPC to drive traffic to their websites. It is an effective digital marketing strategy. Both new and established companies can gain many benefits from PPC.

But it is essential to understand the functions of PPC to make the best use of it. So, how does PPC marketing work?

What Is PPC Marketing?

The full form of PPC is Pay-Per-Click. It is a famous digital marketing tool for online businesses. You can display your company ads on the Google Ads platform by using PPC.

PPC is so standard that you will always see these ads on your Google search results. You will find ads displaying on the top of the page on every Google search. All these are PPC ads.

Businesses use PPC to drive traffic to specific pages. For example, eCommerce sites can use PPC to drive sales. They can create product buying ads. Whenever someone clicks on them, the ads will direct them to the buying pages. Thus, customers can complete the transaction faster.

How does PPC Marketing Work?

The primary function of PPC is to generate clicks on the ad. But the best thing is that you pay after getting results. This means that you can display the ads for free. You will need to pay after each click on the ads.

PPC covers different ad platforms. This mainly involves Bing Ads and Google Ads. You can use PPC ads to create different types of campaigns. You can run shopping ads, video ads, Gmail ads, and search ads. The most common form of PPC ad is display ads.

The process of PPC marketing is quite simple. The first step is to create an account on the platform. Then you can start creating ads there. But there are many activities in between. You will need to conduct in-depth research before developing the perfect ad.

After creating the ad, you will need to set a maximum amount to be paid for each click. Then the ad goes into auction. The auction takes place with other advertisers. The advertisers are using similar keywords as your ad. The highest bidder will get the advantage of displaying their ad first.

The final stage is to pay for your ad. Whenever a visitor clicks on the ad and lands on your page, you pay the amount you set before.


Making a perfect PPC campaign means understanding its functions properly. So, how does PPC marketing work? The complete process is pretty straightforward.

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