Pay-per-click (PPC) marketing is a model in which a search engine places a business’s ad high in search in exchange for payment each time a user clicks on that ad.
The pay-per-click (PPC) marketing model is a great way to drive significant traffic to a website, webpage, or advertisement. In this model, businesses bid on a keyword, and the search engine (like Google) ranks the business at the top of the search results for that keyword. Each time a user clicks on the ad, the business pays Google.
Because this strategy involves a financial investment, businesses typically use pay-per-click (PPC) marketing when launching campaigns, trying to win business from large demographics, or promoting a product update.
In cases where multiple businesses bid on a single keyword, Google will take several factors — such as the quality of the ad or its relevance to the keyword — into account to determine the official ranking.
Pay-per-click (PPC) marketing can be an asset, but it shouldn’t be the only strategy. It’s most successful when coupled with engaging, keyword-rich, and brand-aligned content and marketing campaigns.