PPC (Pay Per Click) marketing is a form of online marketing where advertisers pay a fee each time one of their ads is clicked. This type of advertising allows businesses to buy visits to their website rather than earning those visits organically through search engine optimization (SEO). PPC ads are typically displayed on your search engine results page (SERPs) and social media platforms, and can be an effective way for businesses to reach their target audience and increase website traffic. Read on to find out more about what PPC ads are, how they work, and the ways they can benefit your business.

What are PPC ads?

PPC marketing is a type of online advertising that allows businesses to bid for ad placement in search engine results and social media platforms. PPC campaigns can take various forms, including text-based, image-based, or video ads, and are displayed to users who have searched for relevant keywords or meet specific targeting criteria set by the advertiser. When a user clicks on an ad, the advertiser pays a fee to the platform hosting the ad, making it a cost-effective way to drive traffic to their website.

How does PPC advertising work?

PPC advertising involves bidding on specific keywords or phrases that are relevant to the products or services being advertised. When a user enters a search query containing those keywords, the ad will appear at the top of the results page or in a designated ad space on social media platforms. There are plenty of PPC platforms, for example google ads which is the paid search option for Google.


The position and visibility of the ad are determined by several factors, including the bid amount, ad quality, and relevance to the search query. Advertisers also have the option to set a budget and only pay when their ads are clicked on, making PPC advertising a flexible and measurable form of marketing.

Search Engines and PPC Advertising

Search engines play a crucial role in PPC or search ads. When someone searches for a specific keyword or phrase, search engines like Google and Bing display ads that are relevant to the user’s search query. Search engine marketing ads are typically displayed at the top or bottom of the SERPs, making them highly visible to potential customers.

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Benefits of PPC advertising

Running a PPC campaign offers several benefits to businesses, including:

Increased visibility

PPC ads allow businesses to appear at the top of search results, increasing their visibility and driving more traffic to their website.

Targeted audience

With PPC ads, businesses can target specific demographics or locations, ensuring that their ads are seen by the right audience.


Unlike traditional forms of advertising, PPC ads only charge businesses when their ads are clicked on, making it a cost-effective way to reach potential customers.

Measurable results

This kind of paid advertising provides detailed metrics and insights into the performance of ad campaigns, allowing businesses to track their ROI and make informed decisions about future marketing strategies.

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Things to consider

Before diving into PPC advertising, there are a few things businesses should consider:

Budget and bidding strategy

PPC ads require a budget, so it’s essential to determine how high your ad spend can be and develop a bidding strategy that will help you reach your goals without overspending.

Target audience and keywords

Identify your target audience and research the keywords they are likely to use when searching for your products or services. This will help you create effective ad campaigns and increase your chances of reaching potential customers.

Ad group organisation

Properly organizing ad groups can improve the relevance and quality of your ads, leading to better performance and higher ROI. Consider grouping ads based on product categories or specific target audiences for more targeted and effective campaigns.

Google shopping campaigns

For businesses selling products online, Google Shopping campaigns can be a beneficial addition to their PPC strategy. These ads feature product images, prices, and reviews directly on the search results page, making them eye-catching and appealing to potential customers.

Working with PPC agencies

In conclusion, PPC advertising is a powerful tool for businesses looking to increase website traffic, but it can take some help to make sure you are getting it right. Here at Roku, we can assist you with all your digital marketing needs, from PPC and social media advertising to websites and rebrands. Book a call to find out how we can help your business today!

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