What Is PPC Advertising?

Pay-per-click (PPC) advertising is a form of paid digital advertising where advertisers typically pay when users interact with an ad, such as by clicking it. Search advertising is one of the most common PPC applications.

How a PPC Campaign Is Structured

A typical search campaign can contain campaigns, ad groups, keywords or targeting signals, advertisements and landing pages. The structure should make it easy to control budgets, messaging and relevance.

Important PPC Metrics

• CTR: Clicks divided by impressions.
• CPC: Advertising cost divided by clicks.
• Conversion Rate: Conversions divided by the relevant traffic or clicks.
• CPA: Cost divided by conversions.
• ROAS: Revenue attributed to advertising divided by advertising spend.

Why Landing Pages Matter

An ad can attract the right visitor, but the landing page must deliver on the promise of the ad. Message alignment, relevance, usability, speed and a clear call to action can all influence the outcome.

Start With a Controlled Budget

New campaigns benefit from clear objectives, defined targeting, sensible budgets and consistent measurement. Optimization should be based on sufficient evidence rather than reacting to every short-term fluctuation.