What is PPC?

PPC (pay-per-click) is an advertising model in which you only pay when someone clicks on your ad. PPC is the dominant payment model within SEA and makes online advertising easy to measure and cost-efficient: you only spend money when someone has actually shown interest.

How does PPC work?

With PPC you bid on keywords through an auction in Google Ads. Ad Rank determines which ads are shown and in what order. You only pay the CPC when someone clicks. You measure effectiveness through conversions, CPA and ROAS.

PPC versus CPM

Besides PPC there is the CPM model (cost per mille), in which you pay per thousand impressions. CPM suits branding campaigns on the Display Network better; PPC is ideal for performance campaigns aimed at direct conversions.

Optimising PPC campaigns

A good PPC strategy starts with the right keyword match types and excluding irrelevant searches with negative keywords. Raising your Quality Score lowers your CPC for good. ROXTAR optimises PPC campaigns as part of its Google Ads service.

What is the difference between PPC and CPC?

PPC is the advertising model (you pay per click). CPC is the measurable cost of a single click.

Is PPC the same as Google Ads?

Not quite. PPC is the payment model; Google Ads is the platform that mainly uses PPC.

How do I lower my PPC costs?

By improving your Quality Score, choosing relevant keywords and adding negative keywords. More at developers.google.com/search.