What is PPC?

PPC stands for Pay‑Per‑Click. It’s an online advertising model where you only pay when someone actually clicks on your ad. So if your ad is shown but no one clicks it—no cost to you. It’s a simple, cost‑efficient way to get traffic exactly when people show interest.

What does PPC mean for you?

PPC gives you control—you set your budget, choose your audience, and only pay when someone takes action. It’s often used on platforms like Google Ads, Facebook, Instagram, LinkedIn, TikTok, and other networks.

Why use PPC?

PPC helps you get visible quickly and target the people most likely to care:

  • Your ads appear when potential customers search relevant keywords or browse social platforms.
  • You pay only for actual clicks (i.e. real engagement), not just views.
  • You can set limits so you never overspend.
    It’s a flexible tool whether you’re launching a campaign or testing new messaging.

How does PPC work?

How does the auction system decide what you pay?

  • You bid on keywords or ad placements (e.g. “£1 per click” or “£5 per action”).
  • Platforms compare your bid and how relevant your ad is (often called a Quality Score).
  • The system shows ads based on bid and relevance. If your ad wins, you pay—usually just a penny or two more than the next highest bid.

PPC vs. SEM vs. SEO — what’s the difference?

  • PPC (Pay‑Per‑Click) is the pricing model—you pay per click.
  • SEM (Search Engine Marketing) typically includes PPC ads on search engines.
  • SEO (Search Engine Optimization) is about improving organic (free) search visibility. It takes longer but builds lasting presence.
    In plain terms: SEO is long-term investment; PPC is fast and targeted.

Can PPC work on social media too?

Absolutely! Social networks like Facebook, Instagram, LinkedIn, TikTok, Reddit, and Pinterest offer PPC or cost-per-click models. You can:

  • Target people based on interests, demographics, and behavior.
  • Show ads in feeds, stories, or sponsored content.
  • Measure clicks, conversions, and engagement in real time.

What should you expect from PPC results?

Good PPC campaigns are measurable and scalable:

  • You’ll track how many clicks you get, how much each one costs (CPC), and what actions people take afterward.
  • You can test ad copy, creatives, or offers and adjust your budget instantly.
  • Over time, your Quality Score improves—which lowers cost per click.

Tips for running PPC campaigns

  1. Start with clear goals: Are you after traffic, leads, or sales?
  2. Target wisely: Use relevant keywords for search PPC or detailed targeting in social PPC.
  3. Have a great landing page: Make sure it’s fast, helpful, and matches the message in your ad.
  4. Monitor and tweak: Look at CPC, click-through rates, conversions—and be ready to test variations.
  5. Watch your budget: Set daily or campaign limits so you don’t overspend by mistake.

✅ In a nutshell:

  • PPC = pay-per-click—you only pay when someone clicks your ad.
  • It’s fast, flexible, and measurable.
  • Works across search engines and social media.
  • You control your spend and can test your way to better results.

With PPC, you’re not paying for reach—you’re paying for interest. Use it smartly, and you can get real results from digital ads, fast.