What’s PPC & How Paid Search Marketing Works

Which is PPC? How’s it working out? Most importantly, how can you get this to work for you?

This chapter will introduce you to all you need to know about the exciting world of paid search marketing: keywords, advertisements, budgets and deals, ad rank, targeting, and conversions.

Let’s kick things off with the fundamentals.

What is PPC?

Pay-per-click (PPC) is an advertising model which allows marketers to place ads on an ad platform and pay the platform’s host whenever their ad is clicked.

The aim of a PPC advertisement is to lead the viewing person to click through the advertiser’s website or app, where that visitor can complete a valuable action such as buying a product.

Search engines are hugely popular platforms for advertising They let you display ads relevant to what users are looking for.

Advertising services such as Google Ads and Bing Ads operate with real-time bidding (RTB) where advertising inventories are sold using real-time data in a proprietary, automated auction.

How to Pay Search Works

Each time a search engine results page (SERP) shows an ad spot, an instant auction for the keyword takes place.

The winner who will appear in the top spot of the SERP will be determined by a combination of multiple factors, including bid amount and quality of an ad.

Such auctions are what sets the PPC gears in action.

Auctions start when someone is looking for something on a search engine; if advertisers are interested in displaying ads relevant to a user’s search query, an auction is activated based on keywords that advertisers bid on. The ads which win the auction then appear on the results page of the search engine.

To get involved in these auctions, marketers use platform-specific accounts such as Google Ads to set up their ads and decide when and where they want those ads to appear.

Accounts are divided into campaigns to promote the management and recording of various locations, product types or other useful categorizations.

Campaigns are further broken down into ad groupings that contain keywords and related ads.


Keywords are at the heart of PPC and bind advertisers to search queries from users.

  • Queries are the actual words that users type into a search engine’s search box to get answers.
  • Keywords, on the other hand, are what marketers use when matching their search queries to target those users.

Keywords serve as generic abstractions of a wide range of search queries, vulnerable to errors such as mispellings.

Advertisers can match search queries with more or less accuracy, depending on the keyword match styles they use.

For example, advertisers may choose to match keywords correctly with search queries, or require variations such as different word ordering, different spellings, or other words to be included.

Negative keywords can also be used to prevent ads from being triggered by search queries containing those keywords, so that irrelevant traffic is not allowed.

More Stories
Chapter 2: How does search engine work: Crawling, Indexing and Ranking

stay informed!

Subscribe to receive exclusive content and notifications


This website uses cookies. By continuing to use this website you are giving consent to cookies being used. Visit our Privacy and Cookie Policy.