What is Pay Per Click?



Pay per click marketing is a complex digital marketing channel. It is an advertising channel where marketers don’t pay by the impression or purely for ad placement. They do pay when their ad is clicked on by a user. This gives marketers a great opportunity to grow their traffic and conversion metrics. But, is pay per click really that simple? Without a smart strategy, careful tactics, and thought-out goals, PPC can cause major headaches.

With pay per click ads, advertisers are given the opportunity to place their brand front and center in the form of an advertisement. The most common PPC ad format appears on search results pages of search engines like Google. There is so much more information regarding PPC ads, in this article we will be covering the basics.

What Do They Look Like?

There are three main types of PPC marketing advertisements.

1. Text ads

Composed of a written copy done by advertisers, text advertisements are the first form of PPC. Commonly triggered through search networks, users will search for a keyword to help within your PPC campaign. This is typically done through Google, Bing, or Yahoo, but, any search engine can be used.

2. Display ads

Usually delivered in the format of some sort of graphic, display ads are the next form of PPC advertisements. This could be a simple image or a motion graphic. PPC platforms that offer display ads typically have size and content requirements. As a result, advertisers must follow those requirements when creating their visual creative. Display advertisers usually show up and are available for placement on sites across the internet, but ads are placed on sites where the advertiser’s target market visits.

3. Shopping ads

Delivered after a user searches a product or service, shopping advertisements are the third type of PPC ad. Users can use a basic search engine like Google or Bing, or a shopping engine. Usually, shopping ads contain an image of the product, the price, and any other specifications like size, color, and dimensions.

Pay Per Click Platforms

There are also three major pay per click platforms.

1. Google Ads

Google Ads is Google’s main PPC advertising platform. Advertising on YouTube is available through Google Ads platform. Offered through Google’s search network, Google PPC ads are common and typically displayed at the top of every search result page.

2. Microsoft Advertising

This is Microsoft’s pay per click platform. It allows pay per click advertising on Bing, Microsoft’s search network, as well as Microsoft’s search partner sites like Yahoo, as well as Microsoft owned web properties like MSN.

3. Amazon Advertising

Finally, Amazon is the fastest-emerging pay per click platform for e-commerce retailers. Amazon PPC is a mode of advertising where sellers pay a fee when customers click on their ad. If interested, click here to read our full blog post on Amazon pay per click!


Pay per click advertising is an online advertising model in which an advertiser pays a publisher every time an advertisement link is clicked on. It can be a very useful model for many businesses if they know how to use it. So, it is very important to study and learn how to use PPC if you have a business.

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