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Pay Per Click (PPC) Advertising

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Have you ever been through the experience whereby Google leads you towards buying a product?

Clicked on the first available link or option when Googling?​

If you have just answered yes, then you have experienced a part of PPC advertisement.

If you are interested in finding out more about PPC, and how it can help your business expand further, the following guide will uncover everything you need to know about PPC and what it can do for your business! Likewise, if you already know what PPC is all about and would like to incorporate PPC into your business, consult our Digital Media Team at Kryst Digital.


What is Pay Per Click (PPC)?​

‘Pay-Per-Click’ is an online advertising model that allows businesses to have their advertisements on a platform (e.g. Google). Pay Per Click means that you will only pay a fee to the platform (e.g. Google) when your ad gets clicked.


How does PPC work?​

The goal of PPC advertisements is to capture the interest of a user immediately. Once users have clicked on your ad, users will get sent to your landing page.

This helps to increase the potential of converting users to your particular service or product that you offer. How does your business win the top advertisement spot? In most cases, it’s merely broken down into several factors:

  • Keywords
  • Ads Relevance
  • Quality Score
  • Bid Amount

The role of keywords in PPC​


The amazing thing about PPC lies within the endless possibilities to customise how you want your advertisements to be published. This allows you to target your specific group of clients and have a higher likelihood of them converting as well.

Keywords are used to draw traffic to your ads and website, on the contrary, they can be used to deter unwanted or irrelevant visitors through the use of ‘negative keywords’.

‘Negative keywords’ are words and phrases that you specify which are irrelevant to your campaign, thus it will have no value to people searching for them.



What are the different types of PPC?​

Search Ads (e.g. Google Ads) are the most popular form of paid search advertisements. They tend to sit above organic results (non-paid search results) and can be identified by a little box at the side with an “Ad”. This type of Ads does not have any form of visuals.


PPC will boost both traffic and sales

Pay Per Click boosts traffic which in turn leads to increased sales. Users searching for a particular item are more likely to buy, so by targeting search terms with the intent of buying, conversions will definitely happen.

Once a customer has converted with your brand, if they like what they purchase, they will be more likely to visit and buy again!

PPC allows you to track progress easily and clearly. PPC is a measurable form of marketing, you can easily monitor your return on ad spend. Based on the results that you’re getting, you can adjust your PPC campaign at any point in time.

As you start to incorporate PPC as part of your business, we can adopt the “test and learn” method to tweak your ads until they are ultimately reaching out to your desired targeted audience. The “test and learn” process involves establishing specific keywords or placements that are leading to the highest returns.



What can you take away from this?​

  1. PPC ads can be catered to your business’ requirements and monitored to ensure they are performing to the best of their ability.​
  2. PPC does what it says on the tin. You only pay the host when users click on your ad.s​
  3. Establishing your audience is vital to utilise PPC effectively and ensure ads are seen by all the right people.​
  4. Keywords. Keywords. Keywords. They are crucial when reaching your ideal audience and building relevant traffic.​


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