Pay Per Click

What Is Pay Per Click Advertising (PPC)? Networks Explained

What Is PPC? PPC stands for pay-per-click, a model of Digital Marketing in which advertisers pay a fee each time one of their ads is clicked. PPC marketing is one of the most interesting concepts that almost all marketers are keen to learn about. In today’s competitive world, businesses have no other choice but to rely on paid marketing to beat their competitors and reach the potential audience. you can reach your audience through Paid geo-location Marketing To Reach Your Target Audiences. PPC is of many types, but people precisely relate it with Google ads. 

After hearing about this PPC marketing, marketers have many questions in mind related to this. Through this article, we’ll cover all those important questions and doubts you might have related to pay-per-click marketing.

What is PPC Marketing?

PPC Marketing is when the marketer pays for each click happening on its advertisements. Thus, it is a way of bringing visitors to your site through paid advertisement and not organically.

In fact, Search Engine Advertising here is one of the most famous types of PPC marketing. It allows marketers to bid for the ad placement on a search engine page whenever somebody searches a particular keyword.

Besides this, there are other ways of PPC marketing as well which allows marketers to get traffic and leads through paid ad placements in different ways.

Why Paid Search is Important?

It goes without saying that ranking high on search engines is inevitable for marketers today. The potential customers will search for their requirements and SERP is the only place to come forward in their eyes. However, ranking high organically won’t be easy every time. After all, it’s the three ‘ads’ which show first and then organic results begin. 

PPC Ads Type

Herein, paid search is important and probably the most effective way for marketers to get hold of their prospects. Investing to show your website’s ad for the searcher will fetch you good results both in terms of clicks and conversions. Paid search marketing is an effective way to beat your competitors instantly.

How PPC Works?

If you plan to begin learning PPC, it is essential that you should learn and understand the right way to do this from the starting only.

Creating a PPC campaign needs a lot of effort. You will have to choose the right keywords and then use those keywords in your campaigns and appropriate ad groups, and linking it with the right landing page. In fact, you may also need to optimize those landing pages to improve your conversions.

You should try to make appropriate and well-targeted PPC campaigns which is beneficial both for you and your visitor.

parts Of PPC Ads

How Does Google PPC Work?

Let’s understand Google PPC with an example. Suppose you want to target the audience searching for women shoes, so you will bid for the ads targeting the keyword “Summer Shoes”. Your Ad will then appear in the exceptionally best spot on the Google search results page.

PPC Search Ads

Each time your ad is clicked, you will have to pay Google charges for the same. So, with the viewpoint that getting visitors is more valuable than what you pay for it, you invest in Google PPC. In fact, if your ads and landing pages are helpful for clients, Google AdWords or Google PPC might charge you less for your every click, and give you more benefits for your business. 

Is PPC A Good Career Option?

A career in PPC is both fruitful, interesting but quite a task of responsibility.  The demand for PPC experts is high as on a daily basis the number of websites being created is increasing. Each website/business will need a PPC professional for its marketing.

The best thing about PPC as a career option is that it can never bore you. Every time you work on it you should have a different approach and strategy to outstand your competitors. You will have to make creative and effective content for your website and ads. And all these PPC elements will keep you occupied and engaged in this zone of marketing.

What Does a PPC Specialist Do?

The good thing about being a PPC specialist is the fact that it doesn’t require any degree. However, a masters or degree in business studies will be cherry on the cake but that doesn’t change the fact that PPC professionals in the market usually belong from different streams like arts, commerce, engineering, and others. 

The mutual factor among this skilled PPC specialist is the passion and skills to achieve the desired knowledge in PPC and generate effective results.

What is pay per Click 

Why Is PPC Important?

PPC is a paid online marketing way that generates traffic and leads through ads and investment. PPC is a means to get your website noticed by your target customers. Paid marketing is the most impactful way to target digital prospects and so comprises usually 40% of a marketing budget.

  1. Paid search has the flexibility to make changes whenever needed. Every element of the ad can be changed: keywords, ad copy, ad extensions, and the landing pages used in the ad.
  1. Unlike SEO (Search Engine Optimization), you will be able to see results with paid search very early. On the other hand, SEO tips & tricks can take long to increase in SERP.
  1. With Google Ads, you’ll pay only when a user clicks on the ad, which implies no money is spent on just impressions for users who won’t click on your ad.
  1. Another thing interesting about PPC is being able to measure the results for each ad, each keyword, and even each user. 

How Long Does PPC Take to Start Working?

Results from PPC depends on the business industry you’re working on the cost being invested. A higher budget will result in higher success but the success depends on their expected results for the campaign. 


Each company will depend on size and campaign’s expectation, therefore there’s no general budget. On the other hand, if you’re a small company, you can experiment with your PPC and can be turned on and off at any time.

It’s not a one-time deal, nor is it a long-term growth tool. The steps of a new PPC campaign should be planned out in detail so that the objectives are clear beforehand.

Is PPC Easy to Learn?

PPC Marketing is good for searchers, advertisers, and deriving good results. It offers a good opportunity to grow and generate your leads at lower and effective costs. 

  1. Learn the basic terms and concepts, understand the types of PPC marketing.
  1. Read blogs and watch video tutorials on PPC marketing.
  1. Read the latest news on PPC updates.
  1. Take free trials of PPC platforms.

What Are The Qualification and Skills Required For Becoming a PPC Professional?

  1. Good writing skills are a must. Your content needs to be understood and conveyed in the right manner and you have to develop your writing skill to increase ad performance.
  1. You should have the skill to show the results of performance generated with the investment in PPC marketing.
  1. There should be an ability to analyze the data and filter the most important one in the same.
  1. Skills of being able to understand statistical significance are also required in evaluating performance and holding experiments.

How Much Salary Can I Get as PPC Professional?

If you are a certified PPC professional, you can expect it to be 25-30,000 per month. In fact, your salary will depend on a lot of factors. Briefly, it would be based on your experience, results in previous projects, knowledge showcased during the interview, analytical thinking and passion to grow.  It even depends on your previous salary package.

If the above things meet, you can expect it more than 30,000 as well.

Scope of PPC in India: Current Scenario and Future

Obviously, PPC specialists are responsible and expected for tasks like planning, managing, and executing paid marketing campaigns on various platforms to achieve business goals such as brand awareness, lead generation, and sales conversion. 

Skills of PPC Specialist

This role or a PPC specialist requires a mix of marketing and analytical skills and an in-depth understanding of bidding methods, performance measurement, ad platforms, conversion optimization and search engine marketing to manage campaigns that can drive real ROI.

To be precise about the scope of PPC, this domain of marketing has got the most attention of business owners and marketers. Simply because of its result driving capability, objective nature and huge flexibility of optimization capability. If you are responsible for handling PPC campaigns, then you can bring a drastic difference to the business revenue.

Hence, companies look out for skilled and talented PPC professionals who can drive good results and contribute to the company’s growth.


Udit Khanna is a Digital Marketing Course professional at Expert Training Institute, an expert in Digital Marketing, Search Engine Optimization, Pay Per Click, Social Media, etc. who helps companies attract visitors, convert leads, and close customers. Previously, Udit worked as a marketing professional for various startups and tech companies. He graduated with B.Sc from IGNOU with a dual degree in Business Administration (Marketing & Finance).

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