PPC is a marketing term used in digital marketing that focuses on paying for users’ actions instead of paying upfront for exposure or estimated results like TV, billboards, or print.

Unlike traditional printed ads or TV advertising, you can easily control your budget, measure your performance and adjust your budget according to your requirement.
Google is the largest search engine in the World and billions of searches are made for products and services every day. So, getting your business on Google can help you increase your sales, brand awareness, and growth.

Millions of businesses worldwide use Google and other search engines like bing to advertise and reach millions of new customers every day. It’s not necessary to start with a big budget. You can start with a small amount also.

What does a PPC agency or specialist typically do?
They mainly focus on the following things –

i) Keyword research – Discovering and targeting specific keywords and search queries being entered by likely leads for a company.

ii) Channel strategy – Google Adwords, Bing Ads, affiliate networks, and paid social media placements are some of the channels to consider for PPC marketing.

iii) Monitoring – Monitoring search term reports closely to learn which keywords/queries are most often used, to focus their buys on the most common searches.
Keeping an eye on overall ROI and using that as a guideline to dictate the amount of paid and scope of ad buys.

iv) Competitive analysis – Keeping an eye on tactics and strategies utilized by competitors is key- and time-consuming.

v) Negative match- Optimizing ad spend by filtering out users who match a category that makes them unlikely to convert. A high-end fashion retailer.

vi) A/B Testing – Constantly split testing is one of the most effective methods for optimizing PPC ROI.
Text, graphics, and other display variables can be used interchangeably to find the most effective method.