Updated
PPC (pay per click) is an online advertising model in which the advertiser pays only when someone clicks on an ad, not when it is shown. When PPC ads run in search engines, the practice is also called paid search or SEM.
Where is PPC used?
- Google Ads, including Search, Shopping and YouTube
- Microsoft Advertising (Bing)
- Meta Ads on Facebook and Instagram, which can also bill per impression
- LinkedIn Ads for B2B audiences
- Amazon Ads and price comparison sites
How much does a click cost?
The price of a click (CPC) is set by an auction. In Google Ads it depends on your bid, the competition and your Quality Score. In competitive industries such as insurance or legal services a click can cost several euros, while in niche markets it often costs cents.
PPC or CPM?
With CPM you pay per 1,000 impressions, regardless of clicks. PPC suits goals such as leads and sales, CPM suits reach and brand awareness.
What makes a PPC campaign successful?
Not the number of clicks but the results: the conversion rate, the cost per lead or order and ROAS. Ongoing optimization of keywords, ads and landing pages lowers the cost of every result.
Digitalman plans and optimizes PPC campaigns in Google Ads, Microsoft Advertising and Meta. See our PPC agency page.
Digitalman can help
Need PPC campaigns that pay off?
We set up ads on Google, Bing and social media around your goals and review them regularly. The first 60 minutes of consultation are free.