fab lentz mrmqwk513hy unsplash

What is PPC (Pay Per Click) advertising?

by | Jul 5, 2022 | Adwords, Facebook Ads, Web Marketing


Paid search is one of the most widely used and effective methods for rapidly optimizing the visibility of a Web platform and increasing visits and conversion rates. PPC, or Pay Per Click, is a specific payment method used in this web marketing technique.

How does PPC work?

As the name suggests, PPC is a payment method whereby you’re billed every time someone clicks on your ad on a search engine or website. It generally operates on an auction system, pitting several advertisers against each other.

More concretely, here’s how it works:

  • To begin with, the advertiser needs to create an account on a platform like Google Ads.
  • He then has to create his ad and define parameters such as keywords, target audience details and ad appearance times.
  • Then he must indicate the maximum amount he is prepared to pay for each click. Please note that this is only a limit and not the actual cost per click. However, the higher it is, the more visible the platform.
  • Once all the parameters have been set, the ad is put up for auction alongside other ads using the same keywords. It is during this step that the order in which the ads are displayed is defined.
  • The ad appears on the search engine or platform at the right moment, i.e. when a web surfer matching the profile of your target audience enters the keyword(s).
  • Finally, you pay the set amount if the customer clicks on your ad.

The benefits of PPC

Your ad will only appear when a user whose profile matches your pre-defined parameters enters the right keywords, i.e. when they search for the products or services you’re trying to promote.

As a result, PPC allows you to target only potential customers who are genuinely interested in what you have to offer, and who are therefore likely to buy or pay after visiting your page. This allows you to optimize your ROI quickly, since most clicks should generate actions.

This payment method is also extremely useful for better management of your marketing budget. In fact, if necessary, you can stop your ad at any time via your customer account. You can also reactivate the publication of ads or change the maximum amount you’re willing to pay for each click at any time.

The limits of PCP

The auction system is the biggest limitation of PPC. In fact, you generally need to set a high cost-per-click limit, and therefore have a large budget, to win the bids and appear first on the search engines. You also need to know your target audience perfectly, including age range, location and habits, to make the right settings and optimize results.


PPC is a practical, effective and interesting option for paid search. Nevertheless, it’s important to write an impactful ad and define the right parameters to get the best results.

About the author

Cédric Pharand – Co-founder of Web Tonic and travel enthusiast

A seasoned traveler with more than 120 flights to his credit, Cédric created his first incorporated company at the age of 19, which he sold a few years later in a bid to work around the world (laptop lifestyle 😉 ). When he’s not talking about himself in the third person, you’ll find Cedric in a café a little too hipster, refreshing his Google Ads dashboard far too often.

Other articles
Filtrer les catégories
  • Tous les articles ()
  • Adwords ()
  • Adwords ()
  • Facebook Ads ()
  • Facebook Ads ()
  • Landing Page ()
  • Search Engine Optimization (SEO) ()
  • Uncategorized ()
  • Web Marketing ()
  • Website creation ()