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If you’ve been well-acquainted with the world of digital marketing and have been trying your hand at building your own strategy for a while now, chances are you’ve become quite a bit familiar with all the jargon.

Terms, such as Search Engine Optimisation (SEO), lead generation, and content marketing have probably come into mind at one point or another as you put your strategy together. In the midst of trying to get a grasp of what practices work best to your brand’s benefit, however, there’s a term that has probably piqued your interest the most: pay-per-click (PPC) marketing.

What is Pay-Per-Click marketing in the first place?
PPC marketing, to put it simply, is a digital marketing strategy that uses search engines to effectively advertise a business in a way that helps generate clicks to its website.

As opposed to organic website advertising and click earning, PPC places a website’s links on a search result page’s prime spot and charges every time a user clicks on the link itself. Google Ads PPC, for instance, can be easily spotted in the form of sponsored ads that are marked with a green label at the top of a search engine results page!

How does PPC marketing work?
Generally speaking, the basic structure of a standard PPC marketing campaign and the way it fetches valuable results is quite simple.
When a PPC ad is launched, it pops up at the top of a search result page for a certain targeted keyword (or a set of targeted keywords) as a highlighted promotion. Once a user clicks on the promoted link itself, they are sent to the website of the advertiser who also pays the search engine a small fee for every click— which is where the name “pay-per-click” comes from.

In terms of cost, it is worth noting that the cost-per-click of a PPC marketing strategy can vary from campaign to campaign depending on:

  • The level of competition for a certain keyword
  • The keyword bids places
  • The quality score involved

Why should you invest in Pay-Per-Click marketing?

Aside from the fact that it’s one of the most efficient and cost-effective internet marketing tools out there, there are several other reasons the majority of UK businesses continue to rely on PPC marketing:

1. PPC marketing puts your website or pages where you want them to be— and where they should be

One of the foremost benefits of investing in PPC marketing campaigns is that you have the opportunity to place your website right in the top results of searchers who need what you can offer. As opposed to toiling unnecessarily to put your website in a prime spot with a costly trial-and-error process, PPC marketing takes work out of the equation by letting a search engine place your website at the top straight away!

2. PPC marketing has a much lower cost per lead in comparison with other strategies

Thanks to PPC marketing’s own charging structure that’s best categorised as the “pay only for what you use” sort, generating valuable results won’t cost a fortune when you use it. By providing the ability to reach leads and prospects in your target audience right off the bat, you’ll be able to bring in more leads at half the cost of what traditional, yet ineffective methods would set you back!

3. PPC marketing helps build your SEO success in the long run

Another vital advantage that comes with using PPC marketing lies in the fact that it sends more clicks to your website, which yields an opportunity to convince search engines to put your website up the ranks long after the paid campaign ends.

As more and more users come to your website after spotting it in a PPC ad, the more likely they are to send its link to their friends, acquaintances, and colleagues day by day in what can be best summarised as a domino effect. With an increased number of users coming to your website, search engines will view it as an entity that should be ranked higher as opposed to your competitors—even more so when users are satisfied with your online portal!


When used correctly, PPC marketing can help give your business the momentous advantage it needs in order to generate more conversions and sales while helping it scale the search ranks effectively in the long run!

If you’re a UK-based business that’s looking to invest in a PPC marketing campaign but don’t have the necessary skills to make it happen, then there’s no need to worry. We’re a PPC management agency in Crewe, get in touch with us to see how we can help.



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