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  • Writer's pictureAdam Jones

What is Pay Per Click marketing? What does it mean?

Pay per click marketing, sometimes shortened to PPC, is a form of online advertising where advertisers only pay by the click - hence it's name.

The most popular platforms for PPC are Google, Meta, Microsoft & Amazon Ads. Usually the ads will consist of a text ad or shopping listing. Your ad will show on a search engine results page (SERPs) when a search triggers your ad or when a user who has previously shown interest in products or services similar to yours. Most are also listed as "sponsored ads" or "sponsored listings" and are placed at the top of the results page, above organic (free listings).

How does it work?

When you set up a PPC account you will need to set up keywords which are then used to trigger your advert. It is imperative that correct keyword research is undertaken so that your advert is only shown to the correct and relevant audience. Alongside keywords, you will also need to create a text ad. These work hand in hand. So when a keyword is triggered on a search engine, your advert will be displayed towards the top of the page (depending on relevancy and internal quality scores and ad ranks).

As an advertiser you can also select your target audience by using demographics, market interests and location.

The possibilities can be endless with PPC. You can literally target any form of user (within reason and policies) when they are actively searching for your product or services. So if you are an e-commerce business or in the lead gen game, PPC can be a strong weapon in your arsenal within online marketing.

However, it is a very competitive world out there in the world of PPC advertising and the inner workings of how an account work can become quite complex. How much you pay per click and how high up the rankings on SERPs you are can be determined by bids and the quality of your advertising. Platforms do this by using an algorithm where relevancy is always king. In short, you can be charged less being top of the page and higher than competitors even though your bid may be higher. Relevancy is key.

Why your business should use PPC marketing.

Even though PPC marketing can be highly competitive, a well versed and seasoned PPC account can yield fantastic results. Google alone handles 5.6 billion searches a day Worldwide. Just imagine - if you can get your business in front of just 1% of those users, your sales or leads could be boosted magnificently.

Here at Atomica, we utilise years of experience, plug in to your target audience and use highly targeted, relevant advertising to maximise your opportunities and minimising wasted spend, whether its e-commerce or lead gen.

For more information on how we can help, get in touch at

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