PPC (Pay Per Click)

So what is PPC?

Well the term stands for ‘Pay Per Click’. It means the advertiser will only get charged, or has to pay, when the ad is clicked on.

So for example one of the best known pay per click models is Google. You can see the Google PPC ads in the image below. They are also known as sponsored links.


Your advert is actually in a big ‘auction’, because the number of times it gets shown on a Google Search Engine Results Page (SERP) depends on a few things:

> How much you ‘bid’ to Google to pay each time someone clicks.
> The maximum you’re willing to spend per day.
> The content of your advert compared to the website you’re linking it to.
> The Keywords you’re linking with your advert – and what internet users are searching for.

How does it work?

Advertisers typically set up PPC on a PPC network and define how much they are willing to spend for each click through that they receive.

Advertisers select keywords, keyword groups, keyword phrases or groups in which they want their advertisements to appear and those willing to spend the most money for a relevant advertisement will generally be listed first.

Although Google is the most popular place to advertise using Pay Per Click, there are many rival sites including Facebook.

See below where a PPC style advert in Facebook appears.


Pay Per Click advertising in Facebook is very clever as it allows to specify who you want to target and includes an image of your product or service unlike Google. For example you can pick users with a particular interest, geo targeting, age, males or females etc, making sure your advert is only ever displayed to those potential customers who would have an interest in your service or product.

There are literally hundreds of places that offer PPC advertising.

At Frank Comms we offer to manage all this for you or it can be a bit of a maze.

We will set up the accounts, set up the ads, set up the keywords and charge you a fixed fee for this. You will have access to all the statistics to see how your advertising budget is being spent.

And Finally:

What is PPC – The Goal of PPC

A successful PPC campaign should not be directed too narrowly and not too broadly, it should also guide the user to a relevant landing page that has a direct relationship to the keyword or phrase otherwise they may get bored and leave your website.

© 2019 Cost Per Response LTD trading as Frank Comms.