What Is PPC Marketing?

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Tiffany Rowbatham

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The creative duo behind Twinning Pros. We're here to empower small biz owners with the digital know-how to thrive and make a big impact online through website design, SEO, PR, and Social Media.

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PPC stands for ‘Pay-Per-Click’ and it is a brand of marketing where you pay a fee for everyone that clicks on your advertisement. You are essentially paying for visitors to go to your website instead of earning those clicks organically using digital marketing techniques such as Search Engine Optimization.

PPC advertising on search engines is one of the most popular forms of Digital marketing out there. The breakdown goes like this: You pick a keyword to place your ad, and then you bid to an amount to what you want to spend on your ad. When someone types in a keyword such as “Digital Marketing Agency Near Me” You might see Twinning Pros come up as one of the top ad spaces on the front page of google.

PPC Platforms

There is quite a variety of Pay Per Click Marketing Platforms. We will discuss the top five main platforms where PPC Marketing performs very well those platforms are:


Google is the #1 Search Engine. The majority of people will automatically search for terms on google before going anywhere else, making it one of the best lead-generating websites out there. Paying for advertising space here can be costly but this PPC platform is worth it in the long run.


Another Search Engine that has been around for a while is Bing. It happens to be preferred by most users and is gaining popularity, especially for marketers as Google’s main focus is to monopolize the digital world and keep people on their website as long as possible. With Bing being less competitive, it makes the ad space cheaper to purchase.


The third most popular Search Engine is Yahoo. It’s also been around for a long time, being some users’ main search engine. With it falling behind Bing and Google, you can capitalize on the right keywords at a cheaper rate than the other 2 search engines.


Social Media plays a big important role in the Pay-Per-Click Advertising Market. You can highly target your demographic market on Facebook and can, therefore, receive more views on your ad. Ever heard of the Facebook Pixel? This is the ultimate re-targeting tool to be able to get people who were already on your website to come back and purchase from you.


Youtube PPC Campaigns are growing in popularity. With Youtube being owned by Google, Youtube has become the #2 Search Engine out there. In today’s on-the-go society, watching a quick video to learn their topic of choice is easier than reading 1,000-word blog articles. Which also works better for advertising as well. If you can give a quick 1 -2-minute video to attract your keyword-friendly audience then Youtube is for you!

The difference between Social Media and Search Engine PPC Campaigns is user-intent. On Search Engines, the user has to type in the keyword or a variation of it in order to see your ad, on Facebook a user has to of just had an interest in the topic that you are targeting or just meet the demographics they are trying to target. On Social Media a person can click on Adjust out of pure curiosity and on Search Engines with the user having more intent, is going to generate better leads for your business.

Keyword Research

Keyword Research is probably the most important part of PPC Campaigns. You are paying for people to click on your ‘keywords’ so you want them to be worth the money. You can bid to be competitive in high-interest markets, or you can do your research and find the long-tail version of those keywords which are still searched for, less competitive, and therefore cost less money. Which gives you more bang for your buck!

Managing Campaigns

During your PPC campaigns, you need to continue to research keywords that are important to your campaign. Along with keyword research, you need to review your active PPC campaign. You need to keep what is working and change what isn’t.  Bidding for keywords that are expensive and underperforming is a waste of your time and you need to replace them with keywords that do work.

Benefits of Digital Advertising

One of the main benefits of PPC is that you can essentially buy your way to top rankings. A plus side to this is that you can A) Buy rankings until you can earn them organically or B) Buy rankings in the Ad space even if you are top-ranked – to ensure your website gets more views.

Why Use PPC Over Other Marketing Services?

If you follow the steps correctly, do your keyword research, and bid for the keywords you know you can get business from: then you know the amount you spend on pay-per-click advertising is irrelevant because the amount you can get from the lead should be at least twice that amount.

Final Thoughts

PPC can be one of the greatest tools at your disposal. You can generate leads by being the top-rated ad on the first page of Google, while also being the top-ranked organic listing on Google as well. The more times a current or prospective customer sees your name on the front page of Google, the more authority they give your business/website, and the more chances of them becoming an actual customer.

Wanting to start a PPC Marketing campaign of your own and don’t know where to start? Twinning Pros is here to help! Pay Per Click Marketing is one of our specialties and we are happier than ever to guide you on your Digital Marketing/PPC Journey!

PPC Marketing FAQ

What is PPC Marketing?

PPC (Pay-Per-Click) Marketing is a form of digital advertising where advertisers pay each time a user clicks on one of their online ads. The ads are typically displayed in search engine results pages (SERP) or on websites that participate in advertising networks such as Google Ads or Facebook Ads.

How does PPC Marketing work?

In PPC Marketing, advertisers create and publish online ads targeting specific keywords or audience demographics. When a user searches for those keywords or visits a website that displays the ads, the ads are served to them. The advertiser pays each time a user clicks on the ad and is directed to their website or landing page.

Why is PPC Marketing effective for businesses?

PPC Marketing is effective for businesses because it provides a way to reach a targeted audience quickly and cost-effectively. The ability to target specific keywords, locations, and audience demographics means that PPC Marketing can deliver highly-qualified leads to a business. Additionally, PPC Marketing allows businesses to have control over their ad spend, as they only pay when someone clicks on their ad. This helps ensure a higher return on investment compared to traditional forms of advertising, such as print or broadcast ads.


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