PPC Advertising : Pay Per Click Advertising

Pay Per Click (PPC) advertising is form of advertising where advertiser & marketers pay only on action of click on their ad and cost depends on various factors like keywords, ad quality, ad relevancy, bid amount and competition.

This is the first step that user takes in customer journey. Search engines are most popular platform, they allow one to display ads relevant to what users are searching for. Most popular advertising services like google ads & bing ads operate with Real Time Bidding (RTB), where advertising inventory is sold in a private automated auction using real-time data.

Every time there is an ad spot on a search engine result page, an action is triggered for the keyword. A Combination of multiple factors, including bid amount and the quality of the ad, decide the winner who will appear in the top spot. 

Most of the PPC platforms and tool operate on the similar logic of PPC with modifications in bidding, buying-selling inventory and user interface designs & functions. 

Pay Per Click-PPC


PPC requires users to set up campaigns based on auction, keywords, ads copy(headline, url, description), ad extensions, bids & budget.

Ad rank & performance takes in consideration other factors to determine its execution. Common used factors are:

  • Bid amount
  • Ad relevance & quality
  • The context of the search (User device & time of the day)
  • Format impact (extensions can enhance format)

Quality score determines ad relevance & factors which impact quality are:

  • Historical click-through rate(CTR).
  • Relevance of the keyword to the ad.
  • Relevance of the keyword and ad to the search query.
  • Landing page quality.


Ad relevance is very important to keep CPC minimum, low quality scores gets penalised at the same time. Same goes for the landing page quality.

Other targeting options:

  • Device.
  • Location.
  • Day & Time.
  • Demographics.


Further to this remarketing technic is another function to target specific users or exclude past users.


Most ppc campaigns have objectives which is defined as lead or conversion parameter like visitors, e-mail, phone call or download etc. which is also feasible to track by integrating other analytics tool to the campaign platform for flow tracking.


We provide complete ppc advertising solutions for campaign management from benchmarking conversions, creative ads, competition research, setting up campaigns, tool integration, analysis, monitoring, reporting & optimisation to provide the best outcome out of the budgets. We have experience on most popular tools as well other tools which can be integrated with the existing tools.