Why PPC Adverts Are Important

Have you ever searched for something on Google only to be bombarded with search results that are actually ads? You know, the top 3 websites on the search results page. Believe it or not, those ads are actually a very effective marketing strategy.

They’re called Pay Per Click search ads and they have the potential of increasing your brand awareness by up to 80%. So you may be asking yourself, what exactly is PPC?

What Is PPC?

As I mentioned in the introduction, PPC is known as Pay Per Click.

PPC is a way of advertising online where you pay each time a user clicks your online advert. There are many different types of PPC advert such as search ads, display advertising, retargeting PPC ads and many more, but I won’t go into all of these. For the purposes of this blog, I will be referring to the paid search ads (the ads you see at the top of the page when you search).

Paid search ads appear at the top of the page when people conduct an online search on a search engine like Google. Paid search ads appear like normal listings, however, they have a little “AD” symbol next to them.

How Does PPC Work?

Now we have established what PPC is, how does it work? Usually, in digital marketing, you set up your campaign with a budget and you try to reach as many people as possible. With this method, whether people click on your ad, you still must pay. With PPC you only pay for the clicked ads. For an example, let’s say that you’re setting up a PPC campaign for a clothing brand. Somebody searches for “clothing brand” and your PPC advert is displayed at the top. If that person clicks on your ad then you will be charged. If the said person carries on scrolling, then you won’t have to pay a penny. When somebody chooses to click on your ad, you will have to pay what’s known as the Cost-per-click from your budget. Once your budget is empty, the search engines will stop playing your ads, until you top up your balance that is.

What are the benefits of PPC?

There are a lot of benefits to PPC and I am going to explain a few, so you can decide if PPC is worth taking a look at.

    • Advertise Directly To Your Niche

The thing that sets PPC apart over other advertising platforms such as social media, is that people search for you and not the other way around. With social media ads, you display your ads on peoples newsfeed. With PPC your ads get displayed when somebody makes a search. People already know what they’re looking for when they see your advert.

    • Only Pay When People Click Your Ad

As I have previously mentioned, you only have to pay when people click on your advert. Even if the ad Is running for weeks and nobody has clicked it then your budget will stay intact.

    • Spending Control

If you’re worried about going over budget, then don’t! Google won’t allow you to go over your budget. They will only run your ads when there are sufficient funds in your account.


Have you ever heard of SEO? In case you haven’t. It is the process of climbing search results naturally. With PPC you set your ad up and you appear straight at the top and gain immediate traffic. SEO is different in the sense that you set up your website with a specific structure that abides by the search engines rules of what is good SEO.

When it comes to choosing between PPC and SEO you have to be careful. PPC is great for advertising in the short-term, whereas SEO is great for making sure your website is ranked high up in the long term. Typically PPC and SEO should be used together, however, depending on your goals could depend on which route you take.


To conclude, PPC is a great way to start marketing on search engines. Your website will be at the top of listings immediately. It is a good idea to utilize PPC campaigns while you’re in the process of climbing the search engines with your SEO campaign.

For more information about PPC visit our website or call 01925 552050 for a free quote on your campaign!

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