In brief: PPC means pay per click, a paid advertising model in which the advertiser usually pays for a click. In practice the term covers broader work with paid campaigns.
How I use PPC in practice
I start with the business goal and a conversion we can measure correctly. Then I address audience or query, offer, creative and landing page. I choose a bidding strategy only according to data quality and volume, not whatever the interface currently recommends. I regularly check search queries, budget limits, duplicate conversions and result quality outside the ad account.
What to watch
A cheap click can bring cheap attention without business. Automation cannot recognize an incorrect conversion value. If the company does not process enquiries or the page does not explain the offer, more budget only accelerates the loss.
Questions for decisions
- Which business action does the campaign support?
- Is the conversion measured without duplicates?
- Does the landing page match the advertising promise?
- Do we know result quality after handoff to the business?