What is PPC (Pay-Per-Click)?
PPC is an online advertising model where advertisers pay a fee each time one of their ads is clicked. It’s a way of buying visits to your site rather than “earning” them organically. Search engine advertising (like Google Ads) is one of the most popular forms of PPC.
PPC Formula
While not a single formula, the basic cost is calculated as:
Total Ad Cost = Number of Clicks * Cost Per Click (CPC)
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Example: If your CPC bid is ₦2000 and your ad receives 100 clicks, you pay ₦20,000.
The “Who, When, and Where” of PPC
- Who Manages PPC: PPC is managed by PPC specialists, digital advertisers, and performance marketers. Business owners often use it for direct lead generation.
- When is it used: It’s used to generate immediate, targeted traffic. PPC is ideal for specific campaigns, product launches, lead generation, and testing new products, as the results are fast and measurable.
- Where do you see PPCYou see PPC ads at the top of search engine results (like Google and Bing) and as display, video, or sponsored ads on social media platforms (like Facebook, LinkedIn, and Instagram).
Significance
PPC provides immediate visibility and highly targeted traffic. It allows advertisers to reach specific demographics and users with clear intent, offering measurable results and strong control over budget and performance.
How to Improve PPC Results (Summary)
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Write compelling ad copy with a strong Call-to-Action (CTA).
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Optimize landing pages to match the ad’s promise.
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Refine audience targeting (demographics, interests, intents).
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Use A/B testing for ad copy and landing pages.
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Implement remarketing to re-engage past visitors.