PPC Marketing

Pay-per-click (PPC) marketing is a complex digital marketing channel. It presents a significant opportunity for digital marketers to grow their traffic and conversion metrics.

Pay-per-click marketing is an advertising channel where marketers don't pay by the impression or purely for ad placement. The bid amount may affect placement, but the advertiser only pays when their ad is clicked by an online user.

The most common PPC ad format appears on search results pages of search engines like Google or Bing. Advertisers have the opportunity to place their brand, product, or service front and center in the form of an ad that targets a specific keyword or behavior


Most PPC ads appear in search results, but not all. There are three main types of pay-per-click marketing ads.

Text Ads

A text ad is composed of a written copy by the advertiser. Format and character limits are dependent on the PPC platform you are working on. Text ads are most triggered through the Search Network- when users search on Google or Bing for a keyword held within your PPC campaign. We'll get to how keywords and ads are selected later this page.

Display Ads

A display ad is typically delivered in a format of an image or motion graphic. PPC platforms that offer display advertising often have size and content requirements advertisers must comply with when creating their visual creative.

Display ads typically show up and are available for advertising placement on websites across the internet. Ads are contextually placed on websites where the advertiser's target market visits

Shopping Ads

A shopping ad is typically delivered after a searcher submits a query through a search engine or shopping engine. Shopping ads typically contain an image of the product, the price of it, and any pertinent specifications like size, color, dimensions, etc

What are the Major PPC Platforms?

Countless platforms offer text, display, and shopping PPC ad placement but there are three core platforms you can't ignore:

Google Ads

Google Ads is Google's primary PPC advertising platform. Google offers pay-per-click advertising on its Search Network and search partner sites along with image and video advertising on its Display Network. Advertising on YouTube is available through the Google Ads platform.

Microsoft Advertising

Microsoft Advertising (formally Bing Ads) is Microsoft's PPC advertising platform. The platform allows pay-per-click advertising on its Search Network ( and search partner sites (including along with native advertising on Microsoft-owned web properties (such as MSN).

Amazon Advertising

Over 46% of product-focused searches begin on Amazon.

Amazon Advertising is the fastest-emerging PPC platform for e-commerce retailers. Amazon empowers advertisers to create display- and shopping-focused campaigns that promote their products on Amazon's shopping network.