What is PPC?

What is PPC?

If you have ever been around someone who does online marketing, or done some research into promoting your business online, you have probably heard the acronym, PPC bandied around like no ones business. Instead of using the expression and hoping you are using it in the right context, we are here today to spill the beans on PPC and keep you informed.

What PPC is NOT.

  • Public Pension Costs
  • Prancing Pony Cults
  • Picture Perfect Cosplayers
  • Paternal Penguin Counters

PPC does not stand for Prancing Pony Cult in most circles.

What PPC is.


Thanks, we’ll see you next week.

Wait you want a bit more information? …okay.

Pay-Per-Click (or PPC) is an internet advertising model, where payment is paid by the advertiser every time their ad receives a click. Though pay per click is often associated with Google or Bing paid services, it can also apply to Facebook and Twitter and other social networking programmes which also use the paid advertising model.

Now PPC is a great deal more complicated than that, but when advertisers talk about it, they are simply referring to the process of using payment to directly achieve their online goals, whether that goal is to increase traffic to their website, make more sales, or to rank higher on Google.

Have you ever seen the Google results with a little green ad symbol next to them? That’s PPC in motion right there.

Unlike other paid advertising models, PPC allows for advertisers to actively track the efficiency of their advert by monitoring how many users are clicking (and therefore showing interest) in the business or product.


How it works

Conventional PPC on search engines typically requires advertisers ‘bidding’ on keywords or phrases that are relevant to their business.

PPC functions as an online auction where you can bid to appear higher for a certain key term. If you were one of the many pubs in Folkestone you may want to bid on the term ‘pub in Folkestone’ to make sure that your site comes up first. If however one of your other competitors does the same and is willing to pay more then you will have to fight for the top spots.

Now, thankfully, Google isn’t all about making sure the highest bidder wins. Instead, they  place a strong emphasis on making sure that results are the most relevant and high quality to the searcher. Because of this it has to go through a load of fancy checks and means you may have to pay less or more than someone who appears above you, depending on how relevant the keyword is to you.

Why PPC is tricky

Now it may sound easy, but bidding on keywords is not as simple as putting money down on the most popular phrases and hoping for the best.

If you go for the most popular keywords, such as pub or kent then you will likely be forced to spend quite a lot of money to make a real impact in ratings and too little will mean that your money is mostly wasted. Knowing what to bid on and how much takes a lot of practice.

Another common issue is that if you are bidding for the word Kent then you might get an influx of searches from self-obsessed people named Kent from all around the world looking to see pictures of others of their name sake and instead seeing some website about a pub in another part of the world.

Finding out more

If you are interested in finding out more about PPC and how to make it work for your business, then why not take a look at our courses, lead by marketing professionals and aimed at people of every knowledge level.

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