Pay Per Click (PPC), also known as Cost Per Click (CPC), is a widely used online marketing strategy in which advertisers pay for each click on their adverts that are placed in search engines and on websites. This form of paid marketing enables companies to target potential customers and increase their visibility on the internet.

PPC adverts are usually placed in the search results of search engines such as Google and Bing, as well as on websites and social media. They often appear at the top of search results or in the sidebar, and their positioning can be controlled by bids and quality factors. Companies bid on keywords or key phrases that are relevant to their products or services and pay a certain amount per click when a user clicks on their advert.

One of the most important platforms for PPC advertising is Google Ads, formerly known as Google AdWords. It allows companies to place adverts in Google search results and on partner websites. Another popular platform is Microsoft Advertising, which places adverts in Bing search results and on Yahoo.

The success of PPC campaigns depends on a number of factors, including choosing the right keywords, designing engaging ads, optimising landing pages and setting an appropriate budget. Thorough keyword research is crucial to ensure that the ads are displayed in front of the right target groups. The quality of the adverts and landing pages influences the conversion rates and the efficiency of the campaign.

PPC offers the advantage that the results are immediately visible. Companies can track and adjust the performance of their campaigns in real time. This makes it possible to utilise marketing budgets efficiently and react to changes in the market environment.

Another advantage of PPC is its geographical focus. Companies can specify in which regions or countries their adverts should be displayed. This is particularly useful for local businesses that want to reach their customers in a specific geographic region.

Overall, PPC is a powerful marketing strategy that enables companies to increase their reach, target potential customers and strengthen their online presence. With the right planning and implementation, PPC campaigns can become an effective tool for increasing sales and profits. However, it is important to carefully monitor and optimise the campaigns to achieve the best possible results.