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PPC

Table of Contents

What is PPC?

PPC (pay‑per‑click) is a digital advertising model where advertisers pay a fee each time a user clicks on their ad, most commonly used in search‑engine marketing and social platforms.

Key points

  • Platforms: Google Ads, Microsoft Ads, Meta Ads, LinkedIn, TikTok.
  • Auction: Ads enter real‑time bid auctions based on keyword, bid, Quality Score.
  • Metrics: CPC, CTR, Quality Score, ROAS, conversion rate.
  • Advantages: Immediate traffic, granular targeting, measurable ROI.
  • Limitation: Costs rise in competitive niches; requires ongoing optimisation.

Pro tips

  • Use negative keywords to filter irrelevant clicks.
  • Optimise Quality Score via ad relevance and landing‑page speed.
  • Schedule ads for peak conversion hours to stretch budget.

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