How to Explain PPC Management to Someone Who Knows Nothing About It

For all those who are new to this world or those who feel left out during the typical digital marketing convos, this article would help you gain some unique insights and knowledge on PPC Advertisements. If you are looking out to flaunt their knowledge about this popular Digital Marketing technique, this one’s for you. 

Let me begin this topic by Wikipedia’s definition of PPC (Pay Per Click) Management.

“Pay-per-click (PPC) is an internet advertising model used to drive traffic to websites, in which an advertiser pays a publisher (typically a search engine, website owner, or a network of websites) when the ad is clicked.”

So, let’s answer your first question related to PPC Management Services – what exactly is it?

PPC is opposite to what we call organic traffic, where you earn the traffic/visitors organically using various SEO techniques. With PPC, you pay the Search Engines, Social Media Platforms, or any other web portals to buy the clicks and visits on your website. 

One of the most widely used PPC advertising forms is Search Engine Advertising, where advertisers can place bids for ad placement through sponsored links. These ads are displayed when someone’s search query matches your ads (ads that feature your products or services). 

Let me give you an example before I start showering you with PPC jargon. Our lives revolve around and rely on Google. It might be our search for the pair of sneakers, the recipe of trending Dalgona Coffee, or even the next strategy Trump is pulling off to win next U.S. Presidential elections. When you fire your search queries, you are served the top results relevant to your keywords and questions. If you observe closely, you’ll see a few ads on the top of search results and few at the bottom. These are Google Ads, also known as Search Engine Advertising – a classic example of PPC advertising. 

One of the significant reasons behind the popularity of Search Engine Advertising is that you are charged only when someone clicks on that ad and lands on the website, unlike other platforms. To be specific, the amount they charge is trivial. So, you pay for clicks and not display. 

Here is an infographic curated by WordStream explaining the working of Google Ads.

PPC Management is widely used by Search Engine Marketers to seek more ROIs, conversions, and ultimately sales for any business. There are many ways in which you could do PPC management which includes services like:

  • Ad Management
  • Ad Remarketing
  • Native AdvertisingVideo Ad Management
  • PPC Audits
  • Social Media Marketing

How many types of PPC Ads exist?

When it comes to paid ads, there are many categories in which they are divided, which comprises text-ads, display ads, shopping ads, etc. I am sharing some examples below of all the advertisements as mentioned above. 

Text Ads

A text ad is a written ad copy submitted by the advertiser to the Search Engines. There is a text limitation depending upon the platform for which it targets. Text ads are widely used ad forms and triggered when users fire a search query on Google or Bing. 


Display Ads

Display Ads are ads in the form of images or motion graphics. There are numerous platforms and websites which offer space for display advertising. They are majorly placed on websites that drive vast amounts of traffic. It is meant for a niche audience. 

Shopping Ads

If you are an eCommerce owner, shopping ads are for you. It is triggered when a user fires a query through Search Engines or Shopping Portals. These ads are typically made up of an image and product specifications. It is ideal for B2C businesses. 

There are numerous platforms available in the market to implement PPC marketing, but few rules it. It includes Google Ads, Microsoft Advertising (Bing Ads), and Amazon Advertising. You will be surprised to know, but 46% of product-focused searches begin on Amazon. It means almost half of the buyers jump directly on the Amazon website to search for desired products. 

So, when you hire an agency or dedicated PPC Expert, what would he do? 

When you delegate your marketing objective in the hands of a PPC Specialist, he will begin with a PPC audit, i.e., where do you stand and loopholes to pitch a plan that works. Typical responsibilities of a PPC Expert would include:

  • Setup and Launch your PPC Campaigns.
  • Do regular tracking of your campaigns to see if everything is in place.
  • Manage KPIs to quantify performance and eliminate issues
  • Overlook and manage existing campaigns and recommend any optimization if needed
  • Updates about the on-going trends to make ROI-driven decisions
  • Draft engaging ad copies for ad campaigns
  • Manage multiple client accounts
  • Help you find any possibilities of click frauds
  • Generate and Analyse reports regularly

Wrapping Up

This is how we as a PPC management agency have known PPC and how our teams have been answering curious minds like yours. You’ll find numerous versions of PPC Management explanations because everyone has a unique experience attached to it. So, my understanding of ‘What is PPC?’ might differ from your friend’s version, but as far as the core idea is the same – it works just fine. 

Have you encountered this question ever? If yes, I would love to know how it went and what was your answer to it! Let me know in the comments section. 

Author Bio:

Sheryl is the Sr. Marketing Specialist at Uplers who has a great experience in designing well-defined user journeys across the digital marketing domain. She leverages her digital marketing expertise to help businesses draw significant ROIs