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A Simple Guide to Pay Per Click Advertising

What is Pay Per Click?

Pay-per-click is an Internet advertising model used to drive traffic to websites, where advertisers pay publishers when their ads are clicked. Pay per click is usually associated with the top search engines.

pay per click advertising

How does Pay per click advertising works?

The PPC works based on keywords. For example, online advertisements will appear in search engines only when a keyword related to the advertised product or service is searched. That’s why companies that rely on pay-per-click advertising models research and analyze the keywords that best fit their products and services. By investing in relevant keywords, you can get more clicks and ultimately more profit.

why pay per click advertising

For advertisers, this model is beneficial as it provides an opportunity to promote their products and services to specific audiences who are actively searching for relevant content.

Additionally, the well-designed PPC advertising campaigns can save advertisers a significant amount of money as the value of each visit by a prospect exceeds the cost of a click paid to the publisher. 

For publishers, the pay-per-click model is their primary source of income. Think of Google and Facebook offering free services to their customers. Online businesses can monetize their free products using online advertising, especially the PPC model.

How Keywords Work in Pay-Per-Click Advertising?

Ad auction is a bidding method as the name suggests. The advertisers must bid on the terms they want their ad to “trigger” or show. These terms are called keywords


Each ad in an ad group targets a set of related keywords or key phrases. These keywords tell search engines which terms or search queries you want your ads to appear next in the SERPs. Once you’ve determined which keywords work best, you can set micro-CPCs specifically for the keywords in your ads.

The moment a user submits a search query, search engines perform complex algorithmic calculations that underlie ad auctions. This determines which ads are shown, in which order, and by which advertisers.

Pay-Per-Click Models

  1. Flat-rate model

In a flat pay-per-click model, the advertiser pays the publisher a fixed fee for each click. The site operator usually maintains a list of various her PPC rates that apply to different areas of the site. Note that publishers are generally open to price negotiations. Publishers are more likely to lower fixed prices when advertisers offer long-term or high-value contracts.

  1. Bid-based model

In a bid-based model, each advertiser submits a bid for the maximum amount they are willing to pay for the commercial. Publishers then use automated tools to conduct auctions. An auction runs whenever a visitor triggers a commercial.

Best PPC Platforms

There are many places online where you can spend your coveted advertising dollars. The best way to see them is to take a closer look at the potential ROI on each platform.

The most popular advertising platforms are effective because they are easy to use and most importantly, they get a lot of traffic. However, if you’re on a tighter budget, you may want to consider lesser-known alternatives to these major players.

1. Google Ads

Google Ads allows you to create online advertisements to reach precisely the people who are interested in the products and services you offer.

Google Ads

2. Bing Ads

Bing Ads is a pay-per-click (PPC) advertising model. It works with a bidding system that Google advertisers are familiar with.

bing ads

3. Facebook Ads

Facebook ads are targeted to users based on their location, demographic, and profile information.

Facebooks Ads

4. AdRoll

AdRoll provides e-commerce brands with a single platform  to easily launch display advertising, social media advertising and emails that engage existing customers, attract new customers and increase sales.

ad roll

5. RevContent

Revcontent is the leading content marketing and native advertising platform that uses lightweight, customizable technology to help leading web publishers and marketers meet and exceed their revenue, engagement and growth goals. make it possible.