PPC Marketing

PPC (Pay-Per-Click) Marketing is a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically. Search engine advertising (like Google Ads) is one of the most popular forms of PPC, allowing advertisers to bid for ad placement in a search engine's sponsored links when someone searches on a keyword that is related to their business offering.

11 Expert Definitions

Key PPC Marketing Concepts

Browse our comprehensive dictionary of ppc marketing terms. Click on any term to get a deep dive into its meaning and practical application.

CPC (Cost Per Click)

CPC (Cost Per Click) is the amount an advertiser pays each time a user clicks on their ad. It’s determined by auction dynamics, including bid amount, ad quality...

#ppc#qualityscore#ctr

PPC (Pay-Per-Click)

PPC (Pay-Per-Click) is an online advertising model where advertisers pay each time a user clicks on their ad. Common platforms include Google Ads, Microsoft Adv...

#cpc#roas#conversionrate

Quality Score

Quality Score is Google Ads’ rating of the relevance and quality of your keywords and ads, scored from 1–10. It affects CPC and ad rank—higher scores lead to lo...

#cpc#ctr#landingpage

ROAS (Return on Ad Spend)

ROAS (Return on Ad Spend) measures the revenue generated for every dollar spent on advertising. Calculated as (Revenue from Ads ÷ Ad Spend). A ROAS of 4.0 means...

#ppc#conversionrate#cpc

Keyword Bidding

Keyword bidding is the process of setting maximum CPC bids for specific keywords in search engine advertising. Bids can be manual or automated (e.g., Target CPA...

#cpc#ppc#qualityscore

Ad Rank

Ad Rank determines the position of your ad on a search engine results page. It’s calculated as (Your Bid × Quality Score) plus expected impact of ad extensions ...

#qualityscore#cpc#ppc

Ad Extensions

Ad extensions are supplemental elements that expand your PPC ads with additional information—like sitelinks, call buttons, location, or pricing. They increase a...

#adrank#ctr#qualityscore

Remarketing (Retargeting)

Remarketing (or retargeting) shows ads to users who previously visited your website or used your app. It’s highly effective because it targets warm audiences al...

#audiencesegmentation#conversionrate#ppc

Landing Page

A landing page is the web page a user arrives at after clicking an ad. It should be highly relevant to the ad copy and offer, with a clear call-to-action. Googl...

#qualityscore#conversionrate#pagespeed

Search Terms Report

The Search Terms Report in Google Ads shows the actual queries that triggered your ads. It’s essential for refining keyword strategy—adding high-performing term...

#keywordbidding#negativekeywords#ppc

Quality Factor

Quality Factor is Bing Ads' equivalent to Google's Quality Score, rating the relevance and quality of keywords, ads, and landing pages on a scale of 1-10. It co...

#qualityscore#adrank#bingads

Frequently Asked Questions

What is a good CPC in my industry?

CPC varies wildly by industry. For example, legal or insurance keywords can cost $50+, while retail might be $1-2. Use tools like Google Keyword Planner to find benchmarks for your specific niche.

How can I lower my PPC costs?

The most effective way is to improve your Quality Score by making your ads and landing pages more relevant to the keywords you are bidding on. Higher quality scores lead to lower costs per click.

Should I run PPC if I already rank #1 organically?

Yes. Running ads for keywords you already rank for allows you to 'dominate' the search result page, prevents competitors from stealing your traffic via their ads, and typically results in a higher total click volume.

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