All You Need to Know About PPC | A Beginners Guide


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, AWhat is PPC? How does it work? Should I be using it for my eCommerce? Isn’t it very technical and expensive? These are questions that many business owners, both new and established are asking themselves. Luckily we have the answers.

In this article, we will discuss every essential thing you need to know about PPC ads namely:

  • The definition of PPC
  • PPC platforms and how they work
  • Types of PPC ads
  • Some tips for successful PPC advertising

What is PPC?

PPC means pay per click, and it is a particular advertising method. It lets advertisers display their ads for free but yet pay each time someone clicks on them.

While for other types of advertising, you pay for the privilege or time you display your ad, with PPC, you only pay when someone clicks on your ad.

However, most platforms where you can run PPC advertising will require you to spend a minimum amount for an ad campaign. But you are in control of your maximum ad spend.

You can display your ads in the following ways.

  • Along with (usually at the top of) search engine results related to your niche;
  • On social media or web pages that your target audience use; or
  • Playing before or inserted in content that your target audience digests (like a commercial break).

PPC ads can be a vital gateway to funnel users into your customer journey.

When a user clicks on your advertisement, they will be redirected to your webpage, shopping page, or any of your content. You can bring them your website, a subscription form, or even a checkout page with a prepared cart.

Each time a user clicks on your ad, you pay the advertising platform a certain amount, hence, pay per click. You get to set a maximum budget which means that you will only get as many clicks as you are willing to pay for.

Here’s an example of a PPC ad on Reddit.

What is a PPC Platform?

A PPC platform is any search engine, app, website, social media, or online content that allows you to run your PPC ads. So it can be Google, Facebook, Instagram, YouTube, Reddit, or Quora.

News companies and other mainstream media can also host PPC ads on their website, as well as independent bloggers and all kinds of content creators. 

How does a PPC Platform work?

PPC platforms work differently from each other.

For example, you can run ads on Google that appear on search engine results pages (SERPs) when users search for information related to your niche. You can also have your ads appear for specific keywords that consumers might search for.

So if you are running a Google ad about a sale event for your running shoes, it can appear along with search results for someone searching keywords like “shoes for jogging” or “workout shoes.”

On the other hand, if you run ads on a social media platform like Facebook, your ads will display to users who fit the demographics you chose for your campaign.

When you advertise on Facebook, the platform allows you to pick the interests, gender, age, location, language, and other measurable characteristics of your audience. Then, Facebook will display your ads in places and features on the platform that your “chosen” audience uses.

PPC platforms also allow you to control the duration of your ad, automate the timing of your display, and more.

So generally, all PPC platforms allow you to choose who precisely to target and where and under what conditions you want your audience to see your ads.

What are the types of PPC ads?

No. 1: Search Ads

A sponsored search ad is the most prevalent sort of PPC ad.

When it comes to PPC advertising, this is the ad type that most advertisers start with.

Advertisers select keywords for which they wish their adverts to appear. They then input what ad content they want to appear when a user searches for their keyword and how much they’re ready to pay if their ad is clicked.

The platform determines which order the ads appear on the SERPs and how much advertisers should pay via an auction method. The platform takes into account how much you are currently bidding and the quality of your content (whether it matches the search results or not).

No. 2: Display Ads

Another type of PPC is display ads. It involves advertising your product or service to individuals while they are browsing the internet.

While search ads appear in front of users who are currently searching for your product or service, display ads are shown to users whose online footprint indicates that they might be interested in your product or service.

This type of PPC is essentially what you get with social media.

No 3: Remarketing PPC Ads

A remarketing campaign displays your ads to those who have already visited your website.

A retargeting campaign is a significantly profitable PPC campaign because the users you target have already expressed interest in what you offer.

It’s frequently used to reintroduce clients who were on the verge of converting back into the sales funnel, as well as to upsell or cross-sell more products to your current customer base.

You can target anyone who has ever visited your website, including the following.

  • Any previous user
  • Customers who previously bought from your site
  • Your newsletter or email subscribers
  • People who watched your content anywhere else online
  • Shoppers who abandoned carts
  • Anyone who went to your website but didn’t convert

No. 4: Video Ads

You can create video content that you can submit to a platform like YouTube to run as an ad. 

It can display before videos, as an ad break in the middle of content or at the end of a video.

No. 5: Shopping Ads

A Shopping campaign, like a Search campaign, allows adverts to appear on search engines. But shopping ads include an image of the product being sold, as well as the price, title, and description of the product.

Shopping ads are the best PPC ads to use if you are selling products rather than services.

A shopping ad can have more conversion potential than search ads. This is because the user has previously seen an image of the goods and knows their price.

Knowing more than simple descriptions of a product helps inform consumer decisions.

No. 6: Paid Social Ads

Paid social ads can be display ads, search ads, or remarketing ads; only they are on social media. So you can advertise on social media for all purposes.

If you’re looking to introduce a new product or get cart abandoners to return, you can run ads on social media to help you get what you want.

PPC advertising is available on a variety of paid social sites. For example, Facebook, Instagram, Twitter, LinkedIn, Snapchat, Quora, and TikTok are some of the most popular places to run ad campaigns.

No. 7: Sponsored Ads on Gmail

You can also advertise on Gmail using Gmail Sponsored Ads. This way, your ads appear as an email on a user’s promotions inbox.

With this type of ad, you pay Google when someone opens your “email” and saves it, forwards it to someone else, or clicks the ad.

How can you optimise your PPC efforts?

Here are a few general tips for excellent PPC advertising.

  1. Ensure that your ad represents the landing page users go to when they click. 
  2. Don’t skimp on market research and automation details. Sending the wrong message to the wrong consumer can label your brand as spam.
  3. Do not rely 100% on PPC. Supplement your advertising with native ads or other organic methods like SEO, email marketing or link building.
  4. Ensure that your PPC ads are planned as part of your entire customer journey optimization (CJO).
  5. You need an excellent, professional website with conversion rate optimization. Ads usually land on your website, and you want it to do its job well too.
  6. Create high-quality content for your ads. When your ad content looks or feels sub-standard for your audience, they won’t trust it enough to click it.
  7. Have a focused PPC ads manager for your company. The research alone takes plenty of time and expertise, so it is better to have someone do it for you.

If you are looking for a smart and easy way to run ad campaigns that are guaranteed to bring traffic and potential conversions, we have the solution for you.

KAMG is a team of senior advertising experts who can help you achieve whatever business goals you want with your advertising.

Whether you are looking for more customers or trying to get lost clients to return, we can help you get it with ads done right.


Are traditional advertising methods still helpful?

Yes. As long as mainstream media is relevant, traditional advertising like TV commercials can still make an impact on your business.

But most businesses cannot afford the high premiums that TV commercials and billboards cost. So traditional advertising is usually seen as suitable only for bigger brands.

Organic traffic vs paid traffic – what’s the difference?

Organic traffic comes from organic marketing like email, SEO, content marketing, and others. On the other hand, paid traffic comes from paid advertising.

What is PPC best used for?

PPC is best used if you are looking for a fast way to get plenty of traffic in a short period.

For example, if you have a limited sale, PPC can bring you plenty of prospects that you can potentially convert. Or, if you have a new business, you can introduce your brand and products to the market with ads.

Kas Andz

Kas Andz


Kas Andz is a multi-award-winning marketing leader, and the founder of KAMG. He is one of the top digital marketing experts in the UK and has helped companies and brands across Europe, North America and Asia to achieve greater revenue and expand sustainably. He also tries to play football when he can but doesn’t succeed as well as he would like.

Privacy Policy

Last updated: June 08, 2022

This Privacy Policy describes Our policies and procedures on the collection, use and disclosure of Your information when You use the Service and tells You about Your privacy rights and how the law protects You.

We use Your Personal data to provide and improve the Service. By using the Service, You agree to the collection and use of information in accordance with this Privacy Policy.

Interpretation and Definitions


The words of which the initial letter is capitalized have meanings defined under the following conditions. The following definitions shall have the same meaning regardless of whether they appear in singular or in plural.


For the purposes of this Privacy Policy:

  • Account means a unique account created for You to access our Service or parts of our Service.

  • Company (referred to as either “the Company”, “We”, “Us” or “Our” in this Agreement) refers to Kas Andz Marketing Group, International House, 24 Holborn Viaduct, London EC1A 2BN.

  • Cookies are small files that are placed on Your computer, mobile device or any other device by a website, containing the details of Your browsing history on that website among its many uses.

  • Country refers to: United Kingdom

  • Device means any device that can access the Service such as a computer, a cellphone or a digital tablet.

  • Personal Data is any information that relates to an identified or identifiable individual.

  • Service refers to the Website.

  • Service Provider means any natural or legal person who processes the data on behalf of the Company. It refers to third-party companies or individuals employed by the Company to facilitate the Service, to provide the Service on behalf of the Company, to perform services related to the Service or to assist the Company in analyzing how the Service is used.

  • Usage Data refers to data collected automatically, either generated by the use of the Service or from the Service infrastructure itself (for example, the duration of a page visit).

  • Website refers to Kas Andz Marketing Group, accessible from kasandz.

  • You means the individual accessing or using the Service, or the company, or other legal entity on behalf of which such individual is accessing or using the Service, as applicable.

Collecting and Using Your Personal Data

Types of Data Collected

Personal Data

While using Our Service, We may ask You to provide Us with certain personally identifiable information that can be used to contact or identify You. Personally identifiable information may include, but is not limited to:

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  • Usage Data

Usage Data

Usage Data is collected automatically when using the Service.

Usage Data may include information such as Your Device’s Internet Protocol address (e.g. IP address), browser type, browser version, the pages of our Service that You visit, the time and date of Your visit, the time spent on those pages, unique device identifiers and other diagnostic data.

When You access the Service by or through a mobile device, We may collect certain information automatically, including, but not limited to, the type of mobile device You use, Your mobile device unique ID, the IP address of Your mobile device, Your mobile operating system, the type of mobile Internet browser You use, unique device identifiers and other diagnostic data.

We may also collect information that Your browser sends whenever You visit our Service or when You access the Service by or through a mobile device.

Tracking Technologies and Cookies

We use Cookies and similar tracking technologies to track the activity on Our Service and store certain information. Tracking technologies used are beacons, tags, and scripts to collect and track information and to improve and analyze Our Service. The technologies We use may include:

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Cookies can be “Persistent” or “Session” Cookies. Persistent Cookies remain on Your personal computer or mobile device when You go offline, while Session Cookies are deleted as soon as You close Your web browser. Learn more about cookies on the Free Privacy Policy website article.

We use both Session and Persistent Cookies for the purposes set out below:

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    Administered by: Us

    Purpose: These Cookies are essential to provide You with services available through the Website and to enable You to use some of its features. They help to authenticate users and prevent fraudulent use of user accounts. Without these Cookies, the services that You have asked for cannot be provided, and We only use these Cookies to provide You with those services.

  • Cookies Policy / Notice Acceptance Cookies

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  • Functionality Cookies

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For more information about the cookies we use and your choices regarding cookies, please visit our Cookies Policy or the Cookies section of our Privacy Policy.

Use of Your Personal Data

The Company may use Personal Data for the following purposes:

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  • To manage Your Account: to manage Your registration as a user of the Service. The Personal Data You provide can give You access to different functionalities of the Service that are available to You as a registered user.

  • For the performance of a contract: the development, compliance and undertaking of the purchase contract for the products, items or services You have purchased or of any other contract with Us through the Service.

  • To contact You: To contact You by email, telephone calls, SMS, or other equivalent forms of electronic communication, such as a mobile application’s push notifications regarding updates or informative communications related to the functionalities, products or contracted services, including the security updates, when necessary or reasonable for their implementation.

  • To provide You with news, special offers and general information about other goods, services and events which we offer that are similar to those that you have already purchased or enquired about unless You have opted not to receive such information.

  • To manage Your requests: To attend and manage Your requests to Us.

  • For business transfers: We may use Your information to evaluate or conduct a merger, divestiture, restructuring, reorganization, dissolution, or other sale or transfer of some or all of Our assets, whether as a going concern or as part of bankruptcy, liquidation, or similar proceeding, in which Personal Data held by Us about our Service users is among the assets transferred.

  • For other purposes: We may use Your information for other purposes, such as data analysis, identifying usage trends, determining the effectiveness of our promotional campaigns and to evaluate and improve our Service, products, services, marketing and your experience.

We may share Your personal information in the following situations:

  • With Service Providers: We may share Your personal information with Service Providers to monitor and analyze the use of our Service, to contact You.
  • For business transfers: We may share or transfer Your personal information in connection with, or during negotiations of, any merger, sale of Company assets, financing, or acquisition of all or a portion of Our business to another company.
  • With Affiliates: We may share Your information with Our affiliates, in which case we will require those affiliates to honor this Privacy Policy. Affiliates include Our parent company and any other subsidiaries, joint venture partners or other companies that We control or that are under common control with Us.
  • With business partners: We may share Your information with Our business partners to offer You certain products, services or promotions.
  • With other users: when You share personal information or otherwise interact in the public areas with other users, such information may be viewed by all users and may be publicly distributed outside.
  • With Your consent: We may disclose Your personal information for any other purpose with Your consent.

Retention of Your Personal Data

The Company will retain Your Personal Data only for as long as is necessary for the purposes set out in this Privacy Policy. We will retain and use Your Personal Data to the extent necessary to comply with our legal obligations (for example, if we are required to retain your data to comply with applicable laws), resolve disputes, and enforce our legal agreements and policies.

The Company will also retain Usage Data for internal analysis purposes. Usage Data is generally retained for a shorter period of time, except when this data is used to strengthen the security or to improve the functionality of Our Service, or We are legally obligated to retain this data for longer time periods.

Transfer of Your Personal Data

Your information, including Personal Data, is processed at the Company’s operating offices and in any other places where the parties involved in the processing are located. It means that this information may be transferred to — and maintained on — computers located outside of Your state, province, country or other governmental jurisdiction where the data protection laws may differ than those from Your jurisdiction.

Your consent to this Privacy Policy followed by Your submission of such information represents Your agreement to that transfer.

The Company will take all steps reasonably necessary to ensure that Your data is treated securely and in accordance with this Privacy Policy and no transfer of Your Personal Data will take place to an organization or a country unless there are adequate controls in place including the security of Your data and other personal information.

Disclosure of Your Personal Data

Business Transactions

If the Company is involved in a merger, acquisition or asset sale, Your Personal Data may be transferred. We will provide notice before Your Personal Data is transferred and becomes subject to a different Privacy Policy.

Law enforcement

Under certain circumstances, the Company may be required to disclose Your Personal Data if required to do so by law or in response to valid requests by public authorities (e.g. a court or a government agency).

Other legal requirements

The Company may disclose Your Personal Data in the good faith belief that such action is necessary to:

  • Comply with a legal obligation
  • Protect and defend the rights or property of the Company
  • Prevent or investigate possible wrongdoing in connection with the Service
  • Protect the personal safety of Users of the Service or the public
  • Protect against legal liability

Security of Your Personal Data

The security of Your Personal Data is important to Us, but remember that no method of transmission over the Internet, or method of electronic storage is 100% secure. While We strive to use commercially acceptable means to protect Your Personal Data, We cannot guarantee its absolute security.

Children’s Privacy

Our Service does not address anyone under the age of 13. We do not knowingly collect personally identifiable information from anyone under the age of 13. If You are a parent or guardian and You are aware that Your child has provided Us with Personal Data, please contact Us. If We become aware that We have collected Personal Data from anyone under the age of 13 without verification of parental consent, We take steps to remove that information from Our servers.

If We need to rely on consent as a legal basis for processing Your information and Your country requires consent from a parent, We may require Your parent’s consent before We collect and use that information.

Links to Other Websites

Our Service may contain links to other websites that are not operated by Us. If You click on a third party link, You will be directed to that third party’s site. We strongly advise You to review the Privacy Policy of every site You visit.

We have no control over and assume no responsibility for the content, privacy policies or practices of any third party sites or services.

Changes to this Privacy Policy

We may update Our Privacy Policy from time to time. We will notify You of any changes by posting the new Privacy Policy on this page.

We will let You know via email and/or a prominent notice on Our Service, prior to the change becoming effective and update the “Last updated” date at the top of this Privacy Policy.

You are advised to review this Privacy Policy periodically for any changes. Changes to this Privacy Policy are effective when they are posted on this page.

Contact Us

If you have any questions about this Privacy Policy, You can contact us:

  • By email: