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Garima GoelTop Contributor
Content writer and social intern at startupTalky
Asked a question 4 years ago

What is pay per click advertising

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Puru BhatnagarTop Contributor
Business Analyst, Entrepreneur, Business developer, Marketer

PPC or pay per click advertising is in which an advertiser has to pay everytime to the site owner or the search engine, which displays their ads, their is a set amount for the site which displays their ads.

There are actually different types of PPC ads, but one is the most common type of advertisement which is paid search ads.

Paid search ads is basically when you search something if search engine like Google and the tabs which has written "Ads" on it is basically the paid search ads.

For example if you search best Italian hotels then the links which features "Ads" are basically paid search ads.

It is to be noted that all these advertiser are charged when someone click on these advertisements.

There is entirely an automated process also know as Ad Auction which deals with the relevance and validity of the advertisements.

Ad auction is basically a budding system this means that advertiser must bid on the terms that they want to trigger which are also know as keywords.


Pay Per Click Advertising, also referred to as PPC, is part of Internet advertising model used to attract visitors and drive traffic to websites. The name describes the way that advertisers pay for this kind of advertising. Whenever a user clicks-through on an advertisement and is redirected to the link’s landing page, the advertiser pays the publisher  for that click, or engagement.

Some benefits PPC Advertising:

Selection of Keyword: Pay Per Click Advertisers can select what keywords they want to bid on.

Quick Results: The results of PPC campaigns are quick. 

Customisable: as you run your campaigns, you can make many small adjustments to improve based on what works best.

Easy in implementation: Pay Per Click advertising is a simple model and is easily implemented. 

Some drawbacks of PPC Advertising:

Click and visit don’t always lead to sales : you will need to convince the user to ‘convert’ once they reach your website. 

Time investment : you can’t just set up your PPC campaigns and leave them. You need to invest time into optimising and improving to get the best results.

Costs can quickly add up : if you aren't monitoring and optimising your campaigns to make sure you get a return on investment, money could be wasted.

To conclude, almost all digital activities have pros and cons to them. We hope you’re a little more familiar with pay per click marketing, the advantages and disadvantages of pay per click advertising. This will help you decide whether to initiate one for your business or not.