Let’s break it down to the basics. 

PPC (pay-per-click) marketing is a type of online advertising where advertisers pay each time their ad is clicked. Typically this is done through an automated bidding process where advertisers select the highest amount they are willing to pay, and an algorithm does the rest to determine what you pay.

Break it down!

PPC can be used for all types of campaign goals. A few of the most common are increasing sales, generating leads or promoting brand awareness. 

Every website where advertisers can purchase PPC ads has a customer base. The business owner searching on Google is Googles’ customer, the office admin scrolling through Facebook is Facebooks’ customer. This is why PPC is all about relevance. Those websites’ goal is to service their customer base by providing relevant information or ads directly to them, keeping them coming back again and again. If those people started getting random ads that have nothing to do with their interests or search queries, they would ignore all of the advertisements or stop using the channel all together. 

Those same users are the commodity that the site is selling, or their attention anyways. 

When you combine both of these factors you get how PPC really works. Search engines, social media sites, etc take the users search query or their interests and combine it with the keywords you want to bid for in order to determine the relevancy of your ad. They then factor in what you are willing to pay to place you on the page and charge you if someone clicks on your ad. The higher the relevancy, the more likely the user is to click, the more likely they are to get paid.

PPC Revolves around Keywords

Keywords are the center of the PPC universe. They connect advertisers to the users search queries. Queries are the words that the user typed into the search box in order to find information, a product or service. Keywords are what marketers use to target those users by matching their search queries.

Keywords can be controlled by designating a match type. Currently there are 7 match types:

  • Exact – Query must match keywords exactly
  • Exact (Close Variant) – Query must match keyword exactly, but can include misspellings or other variants (such as plural)
  • Phrase – Query must be typed in correct order, even if there are other words before or after query
  • Phrase (Close Variant) – Same as above, but can include misspellings or other variants (such as plural)
  • Broad – Query can be typed in any order and will potentially show ads for similar searches
  • Modified Broad – Query can be typed in any order but must include certain terms
  • Broad (Session Based) – Same as above, but also takes into account other queries from that user’s search session


Negative keywords can also be added to really focus in on the search query you are targeting. If a user uses a negative keyword you have listed, your ad wont show to them so be careful with them. 

There is a lot that goes into building a successful PPC campaign: researching and selecting the right keywords, organizing those keywords into appropriate campaigns and ad groups, and creating and optimizing landing pages for conversions and targeting. The more relevant and intelligently targeted PPC campaign you make, the less you pay. Sometimes it’s cheaper for you to hire a professional company like Crown Digital to handle your PPC campaigns.

2 Responses

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