International Marketing Group
  • 1st October, 2021

Pay-per-click (PPC) is a type of online advertising strategy that is used to generate traffic to websites, in which an advertiser pays a publisher when the ad is clicked.

What is it?

Pay-per-click advertising is frequently linked with top-tier search engines. Advertisers generally use search engines to bid on keyword phrases related to their target market and pay only when their advertisements are clicked. Content sites, on the other hand, often charge a fixed amount per click rather than using a bidding mechanism. PPC display adverts, often known as banner ads, are usually not pay-per-click advertising and are presented on websites with relevant content that have consented to show ads.

Pay-per-click advertising has also been embraced by social networks. The price advertisers pay is determined by the publisher and is often influenced by two primary factors: the ad's quality and the highest bid the advertiser is prepared to pay per click. The lower the cost per click, the greater the quality of the ad, and vice versa.

Diving in Deep

Websites, on the other hand, can provide PPC advertisements. When a keyword query matches an advertiser's keyword list that has been included in different ad groups, or when a content site presents relevant material, websites that use PPC advertisements will display an advertisement. These advertising are known as sponsored links or sponsored ads, and they show next to, above, or under organic results on search engine results pages, as well as anyplace a web developer selects on a content site.

Although Google and others have built automated mechanisms to defend against abusive clicks by rivals or corrupt web developers, the PPC advertising strategy is vulnerable to misuse through click fraud.


Pay-per-click, as well as cost per impression (CPM) and cost per order, are used to evaluate the cost-effectiveness and profitability of online marketing and push the cost of operating advertisement campaigns as low as possible while meeting established targets. The advertiser only pays for 1000 ad impressions when using CPM. PPC has an advantage over cost per impression in that it provides information about the effectiveness of the advertisement. Clicks are a method of gauging attention and interest. Pay-per-click is the recommended measure if the primary goal of an ad is to produce a click, or more specifically, to drive traffic to a site.

Flat-rate PPC

The advertiser and publisher agree on a predetermined sum to be paid for each click under the flat-rate model. In many situations, the publisher maintains a rate card that displays the pay-per-click (PPC) rates for various parts of their website or network. These varying amounts are frequently connected to the content on pages, with material that draws more valuable visitors typically having a higher PPC than content that attracts less valuable visits. However, marketers may often negotiate cheaper prices, especially if they commit to a long-term or high-value contract.

PPC based on bids

The advertiser accepts a contract that permits them to compete in a private auction held by a publisher or, more often, an advertising network. Each advertiser tells the host of the maximum price he or she is prepared to spend for a certain ad space, generally via the use of internet tools. Every time a visitor activates the ad spot, the auction runs automatically.

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