What is PPC (Pay Per Click) Advertising?

what is pay per click

Who has time for reading!? Take me straight to the Infographic!


To many people, understanding how to increase their business’ website traffic and grow online sales is simply too complex and time consuming to grasp. As leaders in the field of Digital Marketing, Studio 40 has compiled this short guide to help you with your PPC Marketing.

The PPC acronym stands for ‘Per Per Click’ and means that advertisers are generating clicks through to their website by paying every time the link is clicked. For example, usually when searching in Google a number of paid ads appear at the top followed by organic search results. It’s these paid ads which advertisers try to ensure receive the most relevant clicks on for the lowest possible price.


By far the most popular use of PPC Advertising is Google AdWords, but there are others. Alternative search engines such as Bing and social media platforms such as Facebook and Twitter all provide pay per click ads. Each require differing factors which affect whether the ad is shown.


Here’s why advertisers choose PPC:

Total control over your campaign
Applications such as Google AdWords allows the advertiser to create their own
settings to tailor their ppc campaign to the target audience. It’s this autonomy which tries to facilitate value for each penny spent.

Instant traffic
Once you are happy with your campaign and once set live, you’ll be generating clicks instantly.

Laser Targeting
By considering information such as location, language and type of device allows for more autonomy over who sees the ad. For example, choosing a time when the customer can see the ad allows the advertiser to consider the customer buying cycle to increase effectiveness.

Ads becoming increasingly prevalent
Search Ads are rising massively and are currently taking the advertising industry by storm with huge growth year on year.

Pay only for performance
The great news is that when you only pay for the people who actively engage with your ad you aren’t wasting money on expensive offline advertising where people were passive and were untraceable.

Easy to measure results
Google AdWords provides smart analysis to help develop your Search strategy to
see improved results. By providing a bespoke report, the important information is easily assessable.

A budget can be set to control what you see is worth spending. You can create a daily spend and it’s extremely flexible as you can increase spend during high peak times.


When it comes to the cost of Advertising, ROI is everything. As Digital Marketing methods have very few overheads you can see why the cost of advertising online is extremely competitive towards those more traditional methods.

Average minimum cost of each method:
TV – £200,000
Local Radio Station – £500
Local Newspaper – £250
Google AdWords – £10 a day
LinkedIn Ads – £1.25 per click
Facebook Ads – £0.50 per click

Costs may vary depending on service provider.


Google AdWords is the most popular platform to employ PPC on and it’s easy to see why. Everyday, 3.5 billion searches are conducted through Google Search with people searching for information on products and services but how does Google AdWords work?

Google AdWords explained: Ads can appear alongside organic search results when the user searches for a word or phrase. Advertisers can control many aspects of their ads including in which location it is shown, what time of day and which different search terms trigger the ad.

Advertisers have the ability to choose differing Ad formats to give the best result for them, examples of these include: Text, Dynamic Search, Shopping and Call-only. The cost of the ad is based on other bids quality score which relates to whether the ad is relevant to what users are searching for. Learn how to improve your quality score.

Take a look at the awesome infographic below to find out what PPC & Google AdWords is used for and exactly how it works!

pay per click sites

Studio-40 are currently managing over £1.5m of media spend per annum across the Google AdWords and Bing Ads platforms. Get in touch today for Bing Ads or Google AdWords help.

This post was written by George Bates

This post was written by George Bates

Digital Marketing Executive

George brings experience to the team from a background in SEO and content writing. Currently sailing through Adwords exams to become a more rounded digital marketer.

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