Pay per click is generally a form of advertisement that usually allows you to pay a fee to have your website on the Search Engine Result Pages when people type some specific phrases or keywords to the Search Engine. The SERPs will generally show your ad as per the requirement and therefore the fee you pay is generally based on the number of clicks your ad is getting.

When PPC advertising is handled correctly, it can generate high-quality leads. Creating a user journey will teach you how to handle things in the context of future journeys, which will help you obtain a greater return on your PPC efforts. Pay-per-click advertising is most commonly seen on search engine results pages, such as Google or Bing, but it's also employed on social media. If you're wondering where pay-per-click advertising can be found, they're the results that appear before and to the right of organic search results. You can also check out some of the best white label PPC services.

Let us discuss the deeper concepts of PPC and its important Segments

SEM (Search Engine Marketing)

The goal of all forms of digital advertising is to rank for a specific term, which can be accomplished in various ways. Search Engine Marketing is generally referred to as any type of paid or unpaid digital marketing done on a search engine such as Google, Yahoo, or Bing. SEM is a term used for both paid advertising and organic keyword ranking. It's crucial to realize that not all PPC takes place on search engines; PPC advertising can also be found on social media (think: Facebook Ads).

CPC (Cost Per Click)

The cost-per-click is the amount an advertiser pays for each click on your ad (CPC). The cost per click (CPC) is your bid in an auction that determines where your ad will appear. As you can expect, a higher bid means better ad placement. You set your CPC to the highest amount you're ready to spend per ad click.You set your CPC at the maximum price you are willing to pay per click on your ad. What you pay is determined by the following formula.

Landing Page

A landing page is an important component of a paid advertising campaign. When the consumers click on your PPC ad, they will direct you to the landing page. All you need to do is make sure to follow landing page practices whether you're using a dedicated page, your site, or anything else to increase the conversions.


Each ad in your ad group will be focused on a specific collection of keywords or key terms. These keywords tell search engines which terms or search queries your ad should appear next to the SERPs. You can set a micro CPC, particularly for keywords within your advertising once you've determined which keywords work best.

Quality Score

This is the grade that your ad receives from the search engines based on the clickthrough rate (CTR) when compared to the average CTR of ads in that position,your keyword relevance, the quality of your landing page, and your previous SERP performance.

CPM (Cost Per Mille)

The cost per thousand impressions, also known as CPM, is the cost per thousand impressions. Paid social and display ads are the most prevalent uses. There are also other forms relating to cost-pers, such as cost-per-engagement and cost-per-acquisition (CPA).

Ad Rank

This is referred to as the position of an ad on a search engine result page. It is generally referred to as the sum of the Maximum Bid and the Quality Score.