What is PPC Advertising?
PPC advertising is a digital advertising model in which advertisers only pay when someone clicks on their ads. It is most commonly associated with paid search advertising, but is also used on social media platforms. Like most forms of click advertising, the goal of a PPC ad campaign — be it a display ad or a search ad — is partly to boost brand awareness and partly to generate new leads.
PPC ads typically live on a single platform, but retargeting tools make it possible to display ads to consumers across platforms based on their activity, such as if they’ve clicked on an ad previously.
Ads come in many shapes, sizes and formats. Text ads are the most common, and are the ones you typically see at the top of a search engine results page (SERP). Display ads can include product images, videos, user ratings and similar elements. They usually appear as banner ads in the margins of website content or social media networks.
A well-rounded PPC campaign may utilize multiple platforms for various purposes. A Facebook ad might target top-of-funnel blog readers whereas a retargeting ad might be geared toward people who have visited your site and added items to a shopping cart, only to abandon them there a few minutes later.
This is the beauty of a PPC marketing campaign: It’s versatile enough that it can be tailored specifically to your business needs for targeted results.
PPC marketing campaigns
are versatile enough
to tailor them specifically to
your business needs.