• Pay-Per-Click is the payment model used to market websites on advertising platforms like Google Ads.

• When a user enters a keyword into a search bar, adverts (and organic listings) will appear before the user.

• When a user clicks on an advert, the advertiser will be responsible for paying for the click.

• One click does not equate to one conversion (Sale or Lead). It takes many clicks to get a single conversion.

• The click amount differs depending on the level of competition in your industry.

• Marketers bid on valuable keywords for their adverts to target; the highest bidder gets better clicks.

Pay-Per-Click delivers instant traffic to a website, unlike SEO, which can take months to deliver results.

Pay-Per-Click campaigns are set up and approved within 24 hours.

Pay-Per-Click allows you to target people interested in your services based on the keywords people search for.

It can target people who are more likely to complete an important action on your website (calls, leads, or saless).

You can control the most you are willing to spend for a single click in the bidding auctions (Cost-Per-Click).

You can control how much money you would like to spend daily.

You can target specific groups of people based on their characteristics, interests, and behavior.

Audience targeting prevents your budget from being spent on wasted clicks, as it reaches an audience with interest.

You can target ads to people in a specific region, or to people who have shown interest in that region.

Location Targeting focuses on users in a nearby proximity to a business, or people in specific suburbs, cities, and states.

Advertising Platforms, like Facebook Ads, provide Analytics to view the performance of your ads.

You can measure the effectiveness of your campaigns by examining the following:

• Clicks

• Impressions

• Conversions

• Impression Rate

• Conversion Rate

• Cost Per Click

• Clickthrough Rate

• Ad Performance

There are many platforms that offer PPC marketing such as Google Ads, Bing Ads, Facebook, Instagram, LinkedIn, and TikTok.

Yes! Paid ads generate instant traffic as long as your campaign is active and your campaign has sufficient budget.

Decide a daily or monthly limit based on your goals and expected cost per click.

No, however PPC brings traffic and data insights that can guide content strategy and keyword targeting.