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Definition: It is a type of internet advertising where advertisers pay for each click they receive on their advertisement.


Pay Per Click Advertising or PPC is a type of advertising model where a company is charged when a person clicks on their ad. 

Businesses use this method as part of an overall content marketing strategy in order to drive traffic from organic searches, etc.

They appear as banner ads on websites, as text ads in search engine results pages, and so much more. 

Advertisers who use pay-per-click advertising will see an increase in the number of potential customers who view their product/service.

Compared to other forms of advertisement, this method can be highly targeted.

Another benefit is that the advertiser isn’t directly spending on the ad itself, but on the number of clicks it generates.

Types of Pay-Per-Click Ads

Most people are familiar with pay-per-click advertising.

They know that companies can advertise on search engines, social media sites, blogs, etc. through PPC advertising for a set price per click on the advertisement.

There are different types of PPC ads out there that businesses use for their campaigns:

Search Ads

This type allows advertisers to reach their desired audience with an ad that is triggered by search terms or keywords. 

The idea is to determine what someone is searching for and deliver ads that complement the topic of the search. 

When someone searches for something specific online and clicks on an ad, the advertiser will then have to pay for that click.

Remarketing Ads

Remarketing ads are simply advertisements that pop up on your internet browser, based on what you have looked at or searched for in your browser.

This means if someone has been to your website and then goes back to Google, they will see an ad from your company again.

Remarketing ads work well because it’s easy to target who sees them. 

Instream Ads

These ads are common in YouTube videos and usually appear within the video being watched.

They can be annoying, but they’re also a great way to get your brand noticed by potential customers.  

Display Ads

Display ads are most often seen on the side of websites, in-between articles, or on social media platforms.

These typically appear as a banner, rectangle, or other formats on a website’s content.

The objective of these ads is to gain awareness and interest by highlighting products or services to visitors.

Social Ads

Social advertising is a form of online advertisement that consists of ads being shown on social media sites such as Facebook and Twitter.

These ads usually consist of products and services that the company offers in order to make it easier for people to find and buy what they’re looking for.

The Difference Between PPC and CTR

No matter the type of business, it is important to be able to generate leads and conversions. 

To do so, you need to create ads that resonate with your target audience and offer something they will want. 

CTR stands for click-through rate, which refers to how many times a user clicks on an ad before leaving the website. 

A higher CTR means more people are clicking your ads, but not necessarily converting into sales. 

PPC is different from CTR since it is an advertising model where advertisers get billed per click. 

Why is CTR important for PPC?

As a metric for advertising campaigns, CTR plays an important part in the success of any campaign. 

This metric is important because it allows advertisers to compare their campaigns against one another, and determine which ads are working best. 

Are PPC and Google Ads the same?

PPC and Google Ads are not the same. 

PPC is a form of advertising where the advertiser pays each time someone clicks on their ad from a search engine result page.

On the other hand, Google Ads refers to an advertising service offered by Google Inc.

It allows advertisers to target specific keywords through paid advertisements displayed alongside organic results when users perform searches using certain terms.

Tips to Increase CTR for PPC Campaigns

PPC advertising is a great way to secure customers for an online business, but not all PPC campaigns are successful.

Here are some tips on how you can increase your PPC campaign’s CTR to be more successful:

Keyword Relevancy

Reaching the right audience online has become increasingly difficult.

It can be hard to know where to spend your money, which is why keyword relevancy ranks as one of the most important factors for advertisers.

The more targeted or relevant your ads are, the more likely they will connect with their intended audience.

Ad Copy

If your ad is poorly written, then people won’t click through to see what else is available from your website.

In fact, if there isn’t enough information about your product or service, potential customers may not even be interested at all.

Quality Score

Quality score is a scoring system used by search engines to measure the quality of an advertiser’s campaign.

Having a high quality score means that you have produced a good ad for search engines to show to your target audience, thus leading to an increased CTR.

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