What is Pay-Per-Click (PPC)?

Pay-Per-Click (PPC) is an online advertising model where advertisers pay a fee each time someone clicks on their ad. Instead of earning traffic organically, businesses buy visits to their websites through platforms like Google Ads.

Diagram showing advertiser paying for clicks in PPC advertising

Google Ads Campaign Types

  • Search Ads: Text ads shown on Google search results.
  • Display Ads: Visual ads on websites and apps.
  • Shopping Ads: Product-based ads for eCommerce.
  • Video Ads: Ads shown on YouTube.
  • App Ads: Promote mobile applications.
Examples of Google Ads campaign types including search and display ads

Keywords & Bidding

Keywords are the search terms people use on Google. Advertisers bid on these keywords to show their ads. The bidding system considers:

  • Maximum bid amount
  • Quality Score
  • Ad relevance
  • Landing page experience
Illustration of keyword bidding and ad auction process

Importance of Landing Pages

A landing page is where users arrive after clicking an ad. A high-quality landing page improves conversions and lowers cost-per-click.

  • Clear call-to-action (CTA)
  • Fast loading speed
  • Mobile-friendly design
  • Relevant content
Landing page layout optimized for conversions