What Is PPC Advertising & How Does It Work?
This is a common question that I have been asked over the years as a digital marketing expert. In this blog, you will learn how PPC advertising works, why it is a valuable asset to any company, and the most common platforms you will see for PPC advertising like Google.
So what exactly is PPC advertising? PPC advertising, or Pay-Per-Click advertising, is a common way businesses promote their businesses in 2025. The reason why it is called PPC advertising is because you pay for each click from your advertising campaign. The way it works is by using keywords that’re relevant to your businesses products or services that it offers. However, your campaign will have to compete with other businesses' campaigns for the same searches and keywords from your target audience, which can increase your Cost-Per-Click or CPC. Digital marketers have access to tools that allow them to analyze projections (Avg CPC, Average amount of searches, etc.) for each keyword. This ensures that your campaign is maintaining a low CPC while still having relevant keywords that your target audience is searching. Optimizing and maintaining your campaign through keywords is important in driving conversions for your business, which leads me to the next section.
Why is PPC advertising a valuable asset? PPC advertising is a valuable tool for companies because it allows them to jump to the top of the search results. Additionally, users are most likely to convert when they are searching for these services or products. These two factors combined allow your business to get in front of your target audience at the time that they are most ready to convert. PPC also allows you to customize what is considered a “conversion,” so you can determine exactly how much your return on ad spend, or ROAS is.There are many different ways to set up conversion tracking for your business, like when your target audience hits the “call now” button on the ads, when they fill out a form on your website, or even when they scroll or click onto another page. The way you set up your conversions will depend on what your goal of the advertising campaign is. This means that there is no guessing in if your campaign is working or not, because you can measure it.
So what platforms are the most effective for PPC advertising? The best platform for PPC advertising really depends on your businesses services and products. Social media advertising on platforms like Facebook, Instagram, and Snapchat can be considered PPC advertising platforms, although they generally get their own category as social media advertising. Eliminating the social media platforms, we are left with only a handful of effective platforms. However, there is one that stands out above the rest which is Google’s Ads platform. The primary reason I believe Google to be the most effective PPC platform when it comes to driving conversions, is because Google owns about 93% of the search engine traffic, and about 68% of all online sessions begin with a search engine. So even though there are other platforms that offer PPC advertising, I don’t think any of them will drive as many qualified leads as Google Search Advertising can.
If you have any questions, or would like to learn more, or talk to a PPC specialist, please feel free to reach out to any of the links below.
Email: logan@syriossolutions.com
Phone: (330) 203 -1577
Website: https://www.syriossolutions.com/contact
LinkedIn: https://www.linkedin.com/in/logan-syrios-263a0a195/
