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If you're a business owner, marketing director, or running an e-commerce store, you’re probably always looking for better ways to reach customers. Whether you’re just getting started or have an established company, one thing is certain—getting noticed online is no small task. That’s where PPC comes in. You might be wondering, what is PPC? Well, you're in the right place. PPC, or pay-per-click advertising, is one of the fastest and most effective ways to get your business in front of people who are already searching for what you offer.

In this blog post, we’ll break down what is PPC, how it works, why it’s such a game-changer, and why your business needs it now more than ever. We’ll also answer some of the most common questions about PPC advertising at the end.

What Is PPC?

PPC stands for pay-per-click, a type of online advertising where you only pay when someone clicks on your ad. Think of it like putting up a billboard that you only pay for if people actually stop and check it out.

But instead of sitting on a highway, your ad appears on search engines like Google or Bing, or even on social media platforms like Facebook, Instagram, and LinkedIn. You bid on certain keywords or phrases that are relevant to your products or services. When people search for those keywords, your ad has a chance to show up.

And here's the best part: You only pay when someone clicks your ad and visits your website.

A Simple Example

Let’s say you own a car dealership in South Florida. You want to attract people looking for a new SUV. You can create a PPC ad targeting keywords like “best SUV deals near me.” When someone searches that phrase on Google, your ad could show up at the top of the search results. If they click it, they land on your website—ready to learn more or even schedule a test drive.

How Does PPC Work?

Now that we’ve answered what is PPC, let’s talk about how it works behind the scenes.

The PPC Process (Step-by-Step)

1. Keyword Research
   You figure out what words or phrases people are typing into Google when they’re searching for what you offer. For example:
   
   
   • “Affordable web design services”
   • “Best electric cars”
   • “Digital marketing for small business”
2. Creating the Ads
   You write ad copy (the text people will see) that’s clear, helpful, and makes them want to click. This usually includes:
   
   
   • A catchy headline
   • A brief description of what you offer
   • A call-to-action like “Contact Us” or “Shop Now”
3. Setting a Budget and Bid
   You tell Google (or whatever platform you’re using) how much you’re willing to pay for a click. You can set a daily budget, so you’re never spending more than you’re comfortable with.
   
   
4. Launching Your Campaign
   Your ads go live! When people search for your keywords, your ad might show up at the top of the page.
   
   
5. Paying Only for Clicks
   You only pay when someone clicks your ad. That’s why it’s called “pay-per-click.”
   
   
6. Tracking and Optimizing
   After your campaign starts running, you check how it’s performing. If some keywords or ads aren’t working, you adjust them. If something is doing well, you can invest more in it.
   
   

What Is PPC in Marketing?

Now, let’s dig into what is PPC in marketing and why it matters for businesses today.

PPC in marketing is a digital strategy that helps businesses show their ads to potential customers online. It’s part of a larger marketing plan that might also include things like SEO (search engine optimization), email marketing, and social media.

Why Does PPC Matter in Marketing?

• It’s Fast
  SEO is important, but it can take months to rank high in search engines. PPC ads can show up the same day you launch them.
  
  
• It’s Targeted
  You can decide who sees your ads based on their location, age, gender, interests, and even the device they’re using.
  
  
• It’s Measurable
  PPC gives you clear data about how many people saw your ad, clicked on it, and took action (like making a purchase or filling out a form).
  
  
• It’s Flexible
  You control how much you spend. If you want to pause or stop a campaign, you can do that anytime.
  
  

For businesses of all types—dealerships, e-commerce stores, local shops, B2B service providers—PPC can help you connect with people actively looking for what you offer.

The Different Types of PPC Advertising

When people ask what is PPC, they usually think of Google Search ads. But PPC comes in many forms. Here are some of the most popular types of PPC advertising:

1. Search Ads

• Appear on search engines like Google or Bing
• Show up at the top or bottom of search results pages
• Ideal for businesses targeting people actively searching for specific products or services

2. Display Ads

• Appear on websites within Google’s Display Network
• Use images, banners, or videos
• Great for building brand awareness or retargeting previous website visitors

3. Shopping Ads

• Display product images, prices, and details right in search results
• Perfect for e-commerce businesses selling physical products

4. Video Ads

• Show up on platforms like YouTube
• Can be skippable or non-skippable ads that run before or during videos

5. Social Media Ads

• Run on platforms like Facebook, Instagram, LinkedIn, Twitter, and Pinterest
• Allow highly specific targeting by interests, behaviors, job titles, and more

6. Remarketing (Retargeting) Ads

• Show ads to people who already visited your website but didn’t take action
• Encourage people to return and complete their purchase or inquiry

Why Your Business Needs PPC Now

Still wondering why you should invest in PPC? Here are some reasons why your business needs PPC now:

1. Instant Visibility

PPC ads can get your business in front of customers fast. Unlike SEO, which can take time, PPC puts you at the top of search results almost instantly.

2. Reach the Right People

With PPC, you can:

• Target people in specific locations (perfect for local businesses)
• Reach certain age groups or job titles (great for B2B)
• Focus on people who are actively searching for your products or services

3. Stay Ahead of Competitors

If your competitors are running PPC ads and you’re not, you’re already behind. PPC lets you compete for the top spot in search engines.

4. Control Your Budget

PPC works for businesses big and small. You can set a daily or monthly budget that fits your needs, whether you’re spending $10 a day or $1,000.

5. Trackable Results

Every click, impression, and conversion is tracked. You’ll know exactly how well your campaign is performing and can adjust to improve results.

6. Boost Website Traffic and Sales

By bringing more people to your website, PPC can increase leads, phone calls, and sales. This is true whether you’re an online store, a local service, or a global brand.

7. Brand Awareness

Even if someone doesn’t click your ad, they still see your brand name. This builds awareness and trust over time.

How PPC Helps Different Businesses

For Dealership Owners

• Drive more people to your dealership website
• Promote seasonal sales and special offers
• Target local buyers searching for new or used vehicles

For E-Commerce Companies

• Showcase products directly in Google Shopping ads
• Retarget visitors who abandoned their carts
• Run flash sales and promote new product launches

For B2B and Service Providers

• Reach CEOs, presidents, and decision-makers
• Target specific industries and job roles on LinkedIn
• Offer white papers, webinars, or free consultations to collect leads

For Startups and Entrepreneurs

• Quickly launch and promote new businesses
• Create brand awareness from day one
• Drive early sales and grow your customer base fast

Common PPC Mistakes (and How to Avoid Them)

PPC advertising can be one of the fastest ways to bring more visitors to your website and grow your business. But like anything else, it’s important to set things up the right way. Many businesses jump into PPC because they’ve heard it’s a quick fix for getting more customers, but without a solid plan, they end up wasting money and seeing little to no results.

The good news? Most of these mistakes are easy to avoid once you know what to look for. Below are the most common PPC mistakes businesses make—and how you can steer clear of them.

1. Not Using the Right Keywords

Keywords are the heart of any PPC campaign. If you’re not choosing the right ones, your ads could be showing up in front of the wrong people. Or worse, your ads might not be showing up at all.

What Happens:

You might think you know what your customers are searching for, but if you’re not doing proper keyword research, you could miss out on opportunities. Sometimes businesses target keywords that are too broad or too general. For example, if you’re selling luxury watches, targeting the word “watch” might bring in people looking for cheap sports watches—or even people just wanting to know the time!

How to Avoid It:

• Do thorough keyword research before launching your campaign. Use tools like Google Keyword Planner to find out what your audience is actually searching for.
• Focus on specific, relevant keywords that describe your products or services clearly. For example, use “luxury men’s watches” instead of just “watch.”
• Look for long-tail keywords, which are longer, more specific phrases. They usually have less competition and attract people who are closer to making a purchase. An example might be “best SUV lease deals in Miami” instead of “SUV lease.”

2. Forgetting Negative Keywords

Negative keywords might sound like a bad thing, but they’re actually one of the most powerful tools in PPC.

What Happens:

If you forget to add negative keywords, your ads could show up in searches that aren’t a good fit for your business. This wastes your budget by bringing in people who aren’t interested in what you’re offering.

For example, let’s say you’re selling brand-new cars at your dealership. If you don’t use negative keywords, your ad might appear in searches for “used cars” or “cheap cars,” which aren’t your focus. People click the ad, realize it’s not what they’re looking for, and leave without taking action—but you still pay for the click.

How to Avoid It:

• Create a list of negative keywords when setting up your campaigns. Think about the words you don’t want your ads to show up for.
• Regularly review search terms in your campaign reports. You can find out which searches triggered your ads and add any irrelevant terms as negatives.
• Update your negative keyword list often as you gather more data. PPC is not a “set it and forget it” process!

3. Writing Poor Ad Copy

You only have a few seconds to grab someone’s attention with your ad. If your ad copy isn’t clear, helpful, and engaging, people will scroll right past it.

What Happens:

If your headline is boring, your message isn’t clear, or you don’t tell people what to do next, you’ll miss out on clicks. For example, an ad that just says “We sell cars” won’t get as much attention as one that says “Huge Savings on New SUVs—Test Drive Today!”

How to Avoid It:

• Write headlines that stand out and get to the point quickly. Focus on what makes your product or service special.
• Include benefits that matter to your customer. Don’t just say what you do—explain why it’s worth clicking on your ad.
• Always have a clear call-to-action (CTA). Tell people exactly what you want them to do, like “Schedule a Test Drive,” “Get a Free Quote,” or “Shop Now.”

4. Ignoring Landing Pages

Imagine you’re searching online for a new pair of running shoes. You click an ad that says “50% Off Running Shoes,” but instead of landing on a page with running shoes, you land on the store’s homepage. Now you have to search all over again to find the deal you clicked on. Annoying, right?

What Happens:

When your landing page doesn’t match your ad, people get confused or frustrated. They may leave right away, which means you paid for a click that went nowhere.

How to Avoid It:

• Make sure your landing page delivers on the promise of your ad. If your ad offers “Free Consultations on Web Design,” the landing page should talk about your consultation offer—right at the top.
• Keep it simple and focused. Don’t send visitors to your homepage unless that’s where they can take the action you promised.
• Include a strong headline, clear information, and an easy way for people to take the next step, whether that’s filling out a form, calling you, or making a purchase.

5. Not Monitoring Your Campaigns Regularly

PPC is not a “set it and forget it” strategy. If you launch your ads and walk away, you could be wasting money without even knowing it.

What Happens:

Over time, ads can stop performing as well. Competitors might outbid you, people may stop clicking your ads, or costs can rise. If you’re not paying attention, you won’t catch these problems early.

How to Avoid It:

• Check your campaigns regularly. Look at key metrics like click-through rate (CTR), cost-per-click (CPC), and conversion rate.
• Pause ads that aren’t working and test new versions to see if you can improve results.
• Adjust your bids based on what’s bringing in the most value. If one keyword is driving conversions, you may want to invest more in it.
• Stay up to date on trends. What worked last month may not work this month, so always be testing and optimizing.

6. Not Setting a Clear Goal for Your Campaign

One more common mistake is jumping into PPC without a clear goal in mind. Are you trying to get more phone calls? More sales? More leads? Without a goal, it’s hard to measure success.

What Happens:

You might end up with lots of clicks but no real results. Or worse, you could spend money on ads that aren’t helping your business grow.

How to Avoid It:

• Decide what success looks like before you start. Do you want more people to fill out your contact form? Do you want more visitors to your store?
• Choose a goal that’s measurable, like “Get 20 new leads in the next month” or “Sell 100 products this week.”
• Track your results and adjust your strategy based on whether you’re meeting your goal.

How THAT Agency Can Help You Succeed with PPC

At THAT Agency, we specialize in helping businesses like yours succeed with PPC. Whether you need help setting up a campaign from scratch or want to improve your current ads, our team of PPC experts can create a customized strategy that works for you.

Our PPC Services Include:

• Keyword research and strategy development
• High-converting ad creation
• Landing page design and optimization
• Bid management and budget control
• Analytics tracking and reporting
• Ongoing testing and campaign optimization

We work with dealerships, e-commerce stores, B2B service providers, and local businesses throughout South Florida and beyond. Our goal is to get you the best results for your budget.

Final Thoughts: What Is PPC and Why Your Business Needs It Now

So, what is PPC? It’s an advertising strategy that helps you reach more customers online—and fast. Whether you’re trying to generate leads, sell more products, or boost your brand awareness, PPC can deliver the results you’re looking for.

And why do you need it now? Because your competitors are already using it. PPC helps you stay in the game, drive more traffic to your site, and grow your business.

Ready to get started?

Contact THAT Agency today to learn how our PPC services can help your business grow. Get in touch for a free consultation.

Frequently Asked Questions About PPC

1. What is PPC?

PPC stands for pay-per-click advertising. It’s a type of digital marketing where you pay each time someone clicks your ad.

2. How does PPC work?

PPC works by bidding on keywords that your potential customers are searching for. Your ads show up in search results or on websites, and you only pay when someone clicks.

3. What is PPC in marketing?

PPC in marketing refers to using paid advertisements to promote products or services online. It’s a part of a broader digital marketing strategy.

4. How much does PPC cost?

The cost varies depending on your industry, keywords, and competition. You can set your own daily or monthly budget, making PPC flexible for businesses of all sizes.

5. Is PPC better than SEO?

PPC and SEO serve different purposes. PPC gives immediate results, while SEO focuses on long-term growth. They work best when used together.

6. How do I choose the right keywords for PPC?

Start by thinking about what your customers would search for. You can also use keyword research tools to find high-traffic, relevant keywords.

7. What are negative keywords?

Negative keywords prevent your ads from showing up in unrelated searches. For example, if you sell luxury cars, you might add “cheap” as a negative keyword.

8. What platforms offer PPC advertising?

The most popular platforms are Google Ads, Bing Ads, Facebook Ads, Instagram Ads, LinkedIn Ads, and YouTube Ads.

9. How long does it take to see results with PPC?

You can often see results the same day your ads go live. However, optimizing campaigns for the best performance can take weeks or months.

10. Can THAT Agency manage my PPC campaigns?

Absolutely! THAT Agency offers complete PPC management services, from strategy and ad creation to tracking and optimization. We help businesses of all sizes get the most out of their PPC investment.