What is Pay Per Click Marketing?

ppc conceptual image

Do you remember my brother’s wedding? My Kurta? (Read here)  Yeah, that one. For the people who are reading my blog for the first time, don’t worry, we’ll also befriend soon (maybe after this blog). Okay, so yes My Kurta. How I clicked on the first result in a hurry and bought one.

Here’s a different angle of the story. I deliberately didn’t tell you before, as it wouldn’t be a good practice to explain everything in the first blog.

See, this image carefully.

kurta ppc ad example

Have you noticed that green rectangular Ad sign? When I was buying a kurta for myself, it wasn’t displaying, that’s why I bought from Myntra, (exact below that ad) as it was on the first spot. Then, how that ‘FabIndia’ website came on to the top suddenly? Did they do SEO? No, but SEO takes time. Then how? And what about that Green Ad, why that sign is not displayable in front of other websites?

Great. Now we have got our WHY? and HOW? Let’s find answers to these questions.

What is PPC(Pay Per Click Advertising)?

“Pay per click aka PPC is an Online Advertising platform, where Search Engine takes some fees when someone clicks on our ad.”

Or in other words,

Advertisers get charged when someone clicks on their ad.

For example, you searched “Lawyers in Mumbai”.

lawyer ppc ad example

This website appeared on the first page. Here, the owner of this website will get charged when you click on this website.


Why do People do PPC?

It’s all about basics. If your website is on the top, people will click it. If your website is attractive and user-friendly and if they liked your product, they will buy it and you will generate revenue.

SEO can achieve this, that too without investing money. But SEO is not everyone’s cup of tea. Moreover, it takes time. Hence, the other way is PPC.

Let’s say. Rahul owns a Real Estate Company. He is done with his work and now he wants to promote in a full swing. He has a website, but unfortunately, it ranks on the 3rd page of Google.

In this case, SEO is not a good option. As Rahul doesn’t have enough time. Thus, he will contact PPC Companies in Pune or whichever the city he lives in.

After doing PPC, his website will rank higher(depends on a number of factors) in search results. Further benefits you know it. What will happen once his website gets on the first page?

How does PPC model work?

Now, you have a basic understanding of What is PPC? Let’s see how actually PPC works?

See, Rahul’s company can not be the only real estate company in the city. There must be many other real estate company owners who want to rank their website on the first page.

Let me tell you, Google can’t display all the ads on the first page, as there is no enough space.

So, how it is determined to which ads to be shown on the first page?


Google conducts an auction, where all the website owners who want to show their ad on the first page bids against each another.

The Website which wins the bid gets a higher rank following by other websites.

But again here’s a twist.

Google doesn’t take the money factor only into consideration. Auction here doesn’t mean if you pay more money so you will get a higher rank.

Google is no 1 for the reason. To get a higher rank you must meet the following conditions.

  • Your Landing Page(webpage which will be displayable after clicking your ad) must be good, user-friendly.
  • Keyword  relevancy
  • Past CTR(Click Through Rate)

Based on these factors you get Quality Score.

If defined in an Equation, it looks like this –

Higher Rank = Bid Amount * Quality Score


Website A and Website B competing against each other to get higher ad position.

  • Website A is ready to pay 100 Rs for each click, but their Quality Score is only 3, then their score will be

100 * 3 = 300

  • Website B is ready to pay only 50Rs for each click, but their Score is 8, then their score will be ,

50 * 8 = 400.

Result? Website B will get a higher rank position even if Website A was paying more amount than B.

Interesting, no?

So, this is how the auction takes place.

PPC is one of the most important parts of Digital Marketing. If you want to sell something in less amount of time, it is the best option. Because your potential customers are already searching for your product. If your website gets in front of them, you will get tremendous exposure. Yes, it is a little expensive. But the strategic implementation of PPC fetches good results.

 I have just given you the basic information, still, I have enough scope to give more detailed information. In the next blog, we will discuss further things, for sure.

I hope you get my points. Still, if you have any queries, let me know.

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