What is Pay Per Click (PPC)

You’re just starting out and you’re launching a brand new product on Amazon, but you’re not excited anymore. It’s exciting, but it’s a little scary at first, and it’s totally depressing to find that there are big fish in the ocean, eating all the food and leaving nothing at all. How can you get a fair share and get your product noticed among the vast competitors with many years of experience? At that time, PPC will appear.

What is Pay Per Click?

Pay Per Click or PCC is internet marketing where advertisers pay for each click on one of their ads. You will only pay when your ad is actually clicked. This is basically a way to “buy” access to a website to organically increase the traffic on the website. 

Search engine advertising is the most popular form of PPC. This allows advertisers to pay for ads on search engine sponsored links. This works when someone searches for keywords relevant to their business offering. For example, if you bid on the keyword “Google Shopping Management,” you may see ads at the top of Google’s search results page.

How does it work?

In Pay Per Click ads, ads are subject to a bidding system called an ad auction. This is an automated process that major search engines follow to determine the effectiveness and relevance of ads displayed on search engine results pages. 

At auctions, advertisers bid on keywords that are relevant to their business. These are the search terms that you want to “trigger” or display your ad. For example, if your business sells smartphones, you need to bid on the keyword “best smartphone.” Use the Keyword Search Tool to find relevant keywords with the right volume and average cost-per-click (CPC). Once you’ve got the relevant keywords, create an ad and set it up on your search engine platform. Add keywords that trigger your ad. In the Ads section of your search results, set the bid for the height at which your ad will appear. In addition, to bid prices, ad platforms take into account factors such as quality scores and ad display options to determine which ad is best suited for your position. For example, Quality Score summarises ad quality based on ad relevance, landing page experience, and CTR. When a user submits a search query,  the search engine performs complex algorithmic calculations based on the ad auction. The results of these calculations determine which ads are displayed, their order, and the advertiser.

Quality score is very important for any ad most of the high end Top 10 Digital Marketing Companies have specific teams for improving quality score.

Types of PPC Ads 

1. Text Ads

Text ads consist of a written copy from the advertiser. Format and character restrictions depend on the PPC platform you are working on. Text ads are most commonly triggered by search networks when users search for keywords in their PPC campaigns on Google or Bing. Later on this page, we’ll talk about how keywords and ads are selected.

2. Display Ads

Display advertising is defined as the format of online advertising where marketers use banner ads along with other visual ad formats to promote their products on websites, apps, or social media.

3. Shopping Ads

Shopping ads are typically served after a searcher queries through a search engine or shopping engine. Shopping ads usually include all relevant specifications such as product images, prices, sizes, colours, and dimensions

4. Video Ads

This refers to promotional videos played before, during, and after content streaming. Recently, some marketers have expanded their reach and are incorporating display ads into their video content as part of their video ads.

How Does An Auction Work?

Advertising networks usually allow you to bid on keywords in public auctions. But don’t assume that you know everything about keyword bidding just because you’ve visited eBay a few times. Keyword bidding is a bit more complicated. This is because the placement of your ad is partly determined by your bid. Another factor related to ad placement is the quality of the ad itself.  Google determines user quality by assessing keyword relevance, landing page relevance, and ad clickthrough rates. 

To find your overall ad rank, simply multiply your bid by your Quality Score. For example, if your Quality Score is 10 and your bid is 100rs, your rank will be 10 (10 x 100). If this number is higher than the ad ranks of other advertisers bidding on the same keyword,  your ad will appear at the top. However, please note that the payment amount is different from the bid amount. It’s going to be lower.  

Benefits for Small and New Businesses of PPC

One of the most affordable and powerful forms of online advertising, PPC is a particularly important lead generation tool for small businesses that cannot organically compete for search lists. It allows you to challenge a much larger company for the same online audience-if your budget allows. 

In addition to the obvious benefit of increased online presence, PPCs are also typically used to increase sales and increase brand awareness. Because this is a targeted form of advertising, you have the opportunity to reach an audience that is actively searching for products and services. In other words, it is more likely to lead to conversions.?

Before starting your first PPC marketing campaign, consider your budget, risk tolerance, advertising goals, and competition. Should you manage your campaign and be with a professional PPC agency to ensure you get the last drop of value from your budget? If you’re confident in testing your  PPC campaign yourself, start with clear conversion goals and a realistic budget in mind. Whether you’re planning your first PPC campaign or your first 100, you can always ask the PPC Ninja of Exposure Ninja for help.


Now we have explained what a PPC is and how it works. It’s important in the world of digital marketing. People with PPC skills have many options for a successful career. You can also get a full-time job, become a freelancer, or start a startup focused on serving PPC ads to your clients. If you have the skills, creativity, and ability to learn, a promising career at PPC awaits you.

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