Pay Per Click

 The aim is to generate a specific type of user action, such as registering or buying a product. PPC is a very common option, it is not the only payment model for online campaigns.

PPC or pay-per-click is a common advertising model in online campaigns that helps drive traffic to a website. It is very efficient because the advertiser only pays the publisher when the ad gets clicked on. This prevents advertisers from investing their budgets into campaigns that can’t be measured quantitatively. 

How Does PPC Work?

PPC or pay per click is a digital advertising model where an advertiser pays an amount (fixed or determined by auction) each time a user clicks on one of their ads and visits their website. The idea of a pay-per-click campaign is to “buy visits” for a specific site. The aim is to generate a specific type of user action, such as registering or buying a product.

Although PPC is a very common option, it is not the only payment model for online campaigns

Therefore, it’s important to distinguish it from others which can include:

  • PPM (payment per thousand). Here, the advertiser pays a fixed amount for every thousand impressions, meaning every time the advertisement is shown a thousand times to the users. Keep in mind that with this model you do not know how much you will pay for each visit, due to difficulties in predicting how many clicks each additional thousand impressions will generate.
  • PPA (payment for acquisition). In this case, the advertiser pays each time a user performs a certain action, like downloading an app. Therefore, the link between cost and objectives is even more evident than in the case of PPC.

Our PPC (Pay Per click ) Service


Google Ads

Run on Google, Search Partner sites, and Display Network sites, Google Ads is the largest pay-per-click platform. Google Ads was launched in October 2000 and has gone through several iterations over the last 17 years. Google Ads is geared toward the entire spectrum of companies from small businesses to Fortune 500.


Microsoft Advertising

Similar to Google Ads, Microsoft Advertising is a pay-per-click platform showing ads on the Microsoft and Yahoo networks. The platform also utilizes Search Partners. Microsoft Advertising is primarily keyword-based advertising. As of 2017, Microsoft Advertising has 137 million unique desktop searchers on the Bing Network*.


Campaigns and Ad Groups

Advertisers begin by choosing keyword themes and creating individual campaigns. For example, a PPC professional may create a campaign with the theme “Coffee Tables”. Within this campaign are themed subcategories, called ad groups



Audiences are groups of users segmented in a variety of ways. Most often audiences are used in remarketing. Audiences can be created based upon specific pageviews, time spent on site, pages per visit, and more. Similar to keywords, audiences are bid upon based on relevance.