Basics and Benefits of PPC

Raymond Halliwell- PPC

You have probably seen some ads appearing on google search results but don’t understand the importance. Or maybe you have heard the PPC has a lot to offer your business but still don’t know how to go about it, you are simply at the right place. We spoke with a  well-renowned digital marketing expert, Raymond Halliwell on the basic thing you need to know about PPC and its benefits. 

What is PPC?

PPC means pay-per-click. Its a form of internet marketing in which businesses pay a sum of money for ads that are clicked when it appears on search engine. This implies that businesses running the ads only have to pay when someone clicks on the ads, hence, the name pay-per-click. 

While there are different types of PPC ads, the most common type is search ads. When search engines users use certain keywords or phrases to search for particular products or services( let’s say, appliance repair near me). Your ads will pop up on search engines and when it’s being clicked, they direct traffic to your site and ultimately lead to conversion. That is why PPC is among the powerful tools every business need to have in their tool-belt and one that needs to be done right in order to reap the benefits. 

How does PPC work?

As said earlier, PPC is a way of buying visits to your site rather than earning it. However, you cannot be paying for your ads to appear on the coveted first page of Google every time against your competitors. Hence,’ Google makes use of a bidding system wherein advertisers bid on the terms in which ads have to be displayed. This includes why, when, and where to place your ads and the keywords in which users make use of in order for your ads to show,  Raymond, explains. 

If for instance, you are into the sale of mobile phones. A user looking to buy a mobile phone can type “cost of iPhone” into the search engine. Google then runs algorithm calculations between you and other advertisers that the keyword is based upon. Hence, it is imperative to use keywords that are not only relevant to your business but one that is frequently researched by the target audience. This is your sure bet that you are generating massive ROI for your ad spend. However, understand that PPC is not only run on Google but other search engine results such as Bing and popular social media platforms like Facebook, YouTube, and Instagram. 

What are the benefits of PPC?

‘There are many reasons why PPC need to be among your tool-belt and advertisers that are still lagging behind in this might be missing out on a lot of opportunities, Raymond Halliwell says. Here are what you stand to gain when you incorporate PPC into your advertising game:

Instant traffic

PPC positions your business on google’s first page faster than organic traffic. You are paying to be on the first page in order to drive targeted traffic to your business instantly. Organic search rankings are great but sometimes instant traffic is what cuts the drill. 

Better targeting

Another great benefit of PPC is better targeting. You can target the audience according to age, social groups, interest locations, and many more. This means you are targeting the right audience that is highly likely to respond to what you have to offer. 


PPC gives you total control over your ad spend, targeting and display. You are only paying when visitors show interest in your ads which increases the chance for positive results. And when things aren’t working as expected, you can always fine-tune the budget and keywords for desired results. 

Greater results 

With PPC, there is always room for improvement, monetization, measuring, and re-targeting. This means you can always improve on your ads and as you get better at optimizing your campaigns, you experience significant results on your ROI.