PPC advertising is one of the most commonly used tools in online marketing. From the English translation "pay per click", it follows that the advertiser pays only at the moment when a user clicks on the advertisement. PPC campaigns have various formats that you can customize according to your needs. The most famous advertising network for this type of advertising is Google Ads.
Interested in more? Read on. We will briefly reveal:
- what PPC advertising is and how it works
- the benefits of "pay per click" ads
- where PPC ads are displayed
- the different types of PPC campaigns available to you (e.g., in Google Ads)
- why keywords are important
- whether PPC advertising is right for you and your project
What is PPC advertising and how does it work?
Although it is clear from the translation that this type of advertising will cost you a slice of the budget only when someone shows interest in the advertised content, the background of PPC ads is somewhat more complicated. Thanks to the available management tools, you can click through PPC campaigns yourself. However, to be truly effective, you will need experts.
You can choose not only the ad format, but also where to send the potential customer. It can be a product page, homepage, or directly an order form. It is important that upon clicking through, they land on a page that is related to the ad content. This parameter is evaluated as relevance or quality of the ad. Another important factor is how much you are willing to pay for a click.
The Google search engine combines these two factors – cost per click and ad relevance – for the final placement of the ad in search results. If your ads are relevant and the texts are well written, it can easily happen that even with a lower budget, your ad may get a better placement than less relevant competition with a much larger budget.
Take advantage of PPC advertising
There are several reasons why PPC ads are among the most popular and frequently used forms of performance marketing.
You pay for the ad only when it serves its purpose
This means that from the budget you set for advertising, you only spend when your potential customer clicks on the ad (banner, text ad, etc.). You pay nothing for impressions, even to thousands of users who do not click through the ad.
You choose who to show the ad to
Within the advertising system (e.g., Google Ads, etc.), you can choose who will see your ad. You have a choice of various audiences that share the same characteristics. For example, demographic, interest-based, or geographic. This increases the likelihood that you will reach your target group with your ad.
PPC advertising is affordable
PPC campaigns can be set not only by large companies with a significant advertising budget. You can also promote a travel blog or a website with original recipes for diabetics without any problems. A well-set Google Ads campaign will bring visitors to your site up to the amount of costs you determine yourself.
Thanks to measurable results, you can evaluate it
The advantage of online marketing compared to traditional advertising is that you can measure it. You can precisely determine not only the number of people interested in the ad but also who they are, where they come from, and whether your ad interested them enough to perform another conversion (purchase, order, etc.). And finally, whether PPC campaigns are worth it for you.
PPC advertising delivers immediate results
It's simple. Once approved, campaigns start displaying to the selected audience according to your settings. When you decide, you can turn them off within a few minutes. Compared to SEO, where results sometimes take months to appear, PPC advertising delivers results immediately.
By testing and optimizing PPC campaigns, you can achieve even more
Is your ad not delivering the results you expected? You can adjust the ad and change its parameters at any time. If you are not sure who exactly is your target group and what works on them, you can also try AB testing different formats and at the same time display them to different audiences.
The disadvantage of PPC advertising is that although it is accessible to anyone, navigating through a platform like Google Ads can be challenging. Experienced marketers already know exactly how to set up a PPC campaign to be truly effective and by selecting relevant keywords and a well-defined audience bring the advertiser the greatest benefit.
Where are PPC ads displayed?
The reach of advertising ads is across the entire online space. It's not just the classic website you visit most often, online magazine, the aforementioned search results (besides the most famous search engine with Google Ads tool, for example, Seznam.cz with Sklik platform is used in the Czech Republic), video on Youtube, the environment of a favorite app or even email. This format of advertising also works successfully on social networks (Facebook ads, Instagram ads, etc.) and various comparators such as Heuréka or Favi.
Have you recently been looking at a new tablet and considering buying it? If its seller has set up remarketing in PPC advertising, don't be surprised if it appears to you a week later while you are browsing the news from the world. And just like that, you can "massage" your potential customers across the entire internet as well.
What Types of PPC Campaigns Do We Know (Google Ads)
Google Search Ads
Google, the most widely used search engine in our region, shows paid ads at the top of search results. These positions can belong to your business too – all you have to do is launch a PPC campaign through Google Ads. Text ads should meet several technical criteria, contain well-chosen keywords and an attractive title and description that generate interest.
Google Display Ads
Display campaigns show your visual ads (banners, images, GIFs or responsive graphics) to users while they browse websites, apps, or YouTube. Google Display Network (GDN) includes more than 35 million websites and apps, including Gmail and YouTube. Thanks to AI and smart formatting, the ads adapt to available formats and screen types automatically.
Benefits:
- Massive reach beyond the Search Network
- Great for targeting users in different stages of the buying journey
- Supports brand building (brand awareness)
Google Shopping Ads (including video)
Perfect for e-shops and product retailers. Shopping ads display your products directly in search results – with an image, title, price, and vendor. A new trend is short product videos directly within Google Shopping results, ideal for increased click-through rates through dynamic presentations.
Benefits:
- High visual appeal
- Works for both awareness and conversion goals
- Clear product presentation with high CTR potential
Performance Max (PMax)
A relatively new, fully automated campaign type from Google, covering all its networks: Search, Display, YouTube, Gmail, Maps, and Discovery. PMax uses AI to pick the right placements, creative combinations, and audience strategies to maximize performance.
Benefits:
- Automated bidding, targeting, and creative selection
- Full Google ecosystem coverage in a single campaign
- Great for conversion-oriented campaigns
YouTube Ads
These video campaigns are shown on YouTube and partner sites. Formats include skippable and non-skippable videos, as well as short 6-second bumper ads. YouTube Ads are great for visual storytelling and building emotional connections.
Demand Generation Ads
Visually rich campaigns focused on generating demand. They appear in high-impact Google placements like YouTube Shorts, Gmail, and Google Discover. Ideal for brands focused on reaching new potential audiences and raising awareness.
Benefits:
- AI-powered targeting and creative personalization
- Effective for prospecting new customers
Local Services Ads (LSA)
Ideal for businesses providing local services – such as plumbers, lawyers, locksmiths, or other trades in a specific area. Ads are displayed at the top of local search results and Google Maps, rated based on customer reviews and business reputation.
Benefits:
- Pay only for real leads (e.g., phone calls)
- Highly trustworthy ad format thanks to Google reviews
- Significant increase in local visibility
Other PPC Advertising Platforms (outside Google Ads)
Google Ads isn't the only platform offering high-level PPC performance. Depending on your audience and goals, other advertising networks might be equally (or even more) effective.
Facebook & Instagram Ads (Meta)
Meta platforms allow precise targeting based on demographics, interests, behaviors, and previous interactions. Especially useful for B2C campaigns.
Formats:
- Sponsored posts
- Stories, Reels, and Carousels
- Video and dynamic product ads
TikTok Ads
One of the fastest-growing platforms, especially among Gen Z. TikTok Ads suit brands looking to create playful, attention-grabbing, short-form videos.
Popular formats:
- In-Feed Ads
- TopView (shown when opening the app)
- Branded Hashtag Challenges
- Branded Effects
Amazon PPC
Through Amazon Ads, sellers can promote their products directly in Amazon's search results or through the broader Amazon network. Especially effective for e-commerce players with established listings.
Formats:
- Sponsored Products
- Sponsored Brands
- Sponsored Display
LinkedIn Ads
Perfect for B2B campaigns. LinkedIn Ads help generate qualified leads and connect with decision makers.
Formats:
- Sponsored content
- Text ads
- Message Ads (InMail)
- Document Ads & Lead Gen Forms (e.g., e-books, whitepapers)
Keywords in Google Ads. Advertising without them will not be effective
The basis of a well-set PPC campaign, for example in the Google Ads platform, are keywords. You should pay attention when selecting them. It is not always true that the most searched word is the most advantageous for you. It is important to put yourself in the shoes of your potential customer or persona and think about what exactly they might be searching for.
In addition to the number of searches, the competitiveness and cost of the keyword also play a big role. It is worth choosing rather two-word or even longer combinations, as opposed to general keywords (for example, "shoes", "bracelets", "massages", etc.). If you are a seller of branded Italian shoes, your ideal customer is likely to search for the term "quality Italian shoes" and you should optimize your campaigns for that.
Is PPC advertising suitable for your project?
As we outlined at the beginning, PPC ads are practically for everyone. It doesn't matter whether you want to present products, innovative services, or unique content. With this type of advertising, you can choose the most suitable format and reach your audience in the places you choose. You don't even have to have a minimum budget to start using Google Ads or other advertising platforms. However, if you still feel that you are not up to the task of running campaigns even though you have just learned what PPC is, contact us.
We will be happy to turn all the benefits of PPC advertising to your advantage.
Just contact us at info@ui42.com
