23/03/23 5 Minute Read

5 minute read

What is PPC?

PPC, Pay Per Click advertising, or Google Ads…they’re all different terms for the same thing. In a nutshell, it’s a form of digital advertising that provides a great way of getting right to the very top of Google’s search results, maximising your online visibility and getting your business seen. As a Google Partner agency here at 21Digital, we provide PPC as one of our core services, so we have a track record of developing tailored PPC campaigns that deliver outstanding results.

So, you might be asking – what is PPC, and how can it help my business? Here’s a simple explainer!

What is PPC?

Pay-Per-Click, sometimes referred to as PPC or Google Ads, is a type of digital advertising that  places your business in front of your target audiences across Google’s network of sites – including Search, Shopping and Youtube.

Google recognises that every business is different, and so PPC offers a variety of different ad types to suit the needs of different businesses. These include:

  • Search campaigns to reach people searching for what you offer
  • Video campaigns to bring your brand to life
  • Shopping ads to reach customers actively looking to buy
  • Display campaigns, which use banner ads and images to retarget people who’ve visited your site before
  • App campaigns to help you connect to the target audience for your app

As you can imagine, the slots for Google’s sponsored links are generally highly competitive – everyone wants for their ad to be the one that’s seen first. So how does Google decide who gets the top spot?

Basically, by entering you into an auction. Every time someone searches for one of your key terms or phrases, Google runs a lightning-fast auction behind the scenes. This auction takes milliseconds, and Google will judge the winner dependent on a number of factors, including (but not limited to):

  • Your bid amount
  • The quality of your ad
  • The relevance of your ad to the searcher

If your ad is chosen as the winner of this auction, it will then be displayed at the top of Google’s search results – above the organic search results – and clearly labelled as an “Ad”.

You’ll pay the fee each time one of your ads is clicked, which is why budget management is such a fundamental element in any PPC strategy. The very best PPC strategies will be constantly adapting to ensure that each click is worth more to your business than what you pay for it, giving you a significant return on your investment.

Quick glossary:

  • “Quality Score” – the standard Google uses to measure the quality of your ad during the bidding process
  • “CPC”, or “Cost-Per-Click” – the amount you pay every time someone clicks your ad

What are some of the benefits of using PPC?

In short, PPC offers a cost-effective and reliable means of connecting with your potential customers online. Crucially, it’s perfect for helping you get the results you want, whether you’re aiming to:

  • Drive website visits
  • Increase online sales
  • Get more phone calls
  • Increase store visits
  • Raise awareness

And when it comes to budget – with Google Ads, you are in control.

You can set a budget that works for your business, giving you total control over your ad spend, and ensuring that you have peace of mind you’ll never spend more than the monthly limit.

Plus, there are no long-term contracts to sign, which allows you to adjust or pause your ad spend whenever you need to – giving you more flexibility to decisively react to (or capitalise on) changing market trends.

That’s where we come in here at 21Digital. We make your money go further with bespoke, precisely-targeted PPC strategies that are efficient and cost-effective, delivering on your specific commercial goals.

We keep all our expertise under one roof, which means we don’t outsource anything – so we can develop and launch your PPC campaign from concept to completion, encompassing keyword research, setup and support, and ongoing analysis.

Want to find out more about what we can do for you? Feel free to get in touch! We are a multi-award-winning agency specialising in lead generation and ecommerce, providing digital marketing services including web design, web development, SEO, Google Ads, digital consultancy, social media marketing and email marketing.

For more information get in touch today on 01254 660 560 or email us on hello@21digital.agency.


Give us a call on 01254 660 560, or email us on hello@21digital.agency and let’s talk!

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