Pay-Per-Click Marketing with Google Ads and How They Are Shaping the Digital Marketing Industry

Pay-per-click, or PPC marketing, is a popular term that is often used in the digital marketing industry. Any brand looking to stand out and gain a presence online to reach its target audience makes use of PPC marketing with Google Ads.

As the digital world continues to be flooded with countless advertisements for products and services, visibility and reachability are considered the tickets to success. Reaching out to the right professionals and using the right tools can help you generate leads. PPC with Google Ads helps you do exactly that.

For example, when a customer is looking for a “black jacket” and types in the two keywords in the Google search box, they will be immediately bombarded with a selection of results – both organic and generated by Google ads. These include images of the different types of black jackets and links to online and physical stores selling the item.

The customer would then instinctively click on the topmost ad result and explore the website for the product. This, in a nutshell, is how PPC works. Read on to discover more about this popular marketing innovation.

Understanding PPC and how does it work?

Pay-per-click advertising is a digital marketing service where advertisers are required to pay a certain fee each time a person clicks on their ad.

PPC, when powered by Google Ads, allows your ad to stand out by placing your brand above all the organic search results. PPC ads are generally displayed at the very top or on the right side of Google’s search engines.

The efficacy of PPC lies in the relevance of the advertiser’s brand, product, or service, as it works around specific keywords that people search for. According to a survey, one-third of people click on paid ads because they directly address their queries. Through pay-per-click, advertisers can be directly accessible to customers seeking a particular product or service.

Types of PPC Ads

There is a diverse range of PPC advertising strategies that are used by business entities. While all these play a strong part in generating leads, 80% of all companies focus on Google Ads. Here is a brief overview of the various kinds of PPC ads.

1. Search Ads

The most common type of ad, the ones that we often see at the top and sometimes at the bottom of Google search results, is called a “search ad.” They are highly efficient and work with certain keywords that people mostly search for.

2. Display Ads

Display ads are the ones that appear on Google’s partner websites and come with a picture instead of being purely text-based. They target customers who have visited similar businesses.

3. Social Ads

Social ads are specific to social media platforms and are displayed on your feed. Advertisers study their market and choose social media sites that their target audience frequently visits. This way, a business can easily connect with potential customers.

4. Remarketing Ads

This form of PPC advertising uses cookies from the user’s browser to study their browsing history. For example, if you look up “sports shoes,” you will be shown various ads for sales promos and relevant topics, such as the latest trends in sports shoes.

5. Affiliate Marketing

The job of an affiliate marketer is to create PPC ads for a brand’s product or service. They target search engines, heavily trafficked websites, targeted content sites, and others. and even price comparison websites for this.

Popular PPC channels for business

If you run a business and are looking for the best PPC channels that will positively impact your brand and give it an enhanced online presence, here are some channels you should be familiar with.

Google Ads

For PPC advertising, Google Ads are your go-to channel. They are so popular that they take up 78% of the global PPC market share. This is the only platform that allows you to be among the 3.5 billion searches every day.

Facebook Ads

With 2.6 billion active monthly users, Facebook has an enormous reach that you can cash in on through Facebook Ads. PPC ads on this channel are not limited to customer search habits but also to specific interests, demographics, and location data.

LinkedIn Ads

What sets LinkedIn apart from Facebook is that it has a very specific audience: business professionals, executives, and employers from all sectors. If your business caters to this particular market, then LinkedIn Ads can help you get noticed by the right crowd.

The rising popularity of Google Ads

In the landscape of pay-per-click marketing, Google Ads holds a strong dominion. For starters, Google’s reach is unparalleled. Even those who are inactive on social media make use of Google for their everyday queries.

Google allows business entities to connect with prospective buyers at various stages of the consumer’s journey. If a customer is researching a product or looking to buy it directly online, they can use Google.

Consumers mostly go to Google to search for a specific product or service. Facebook and LinkedIn are not specifically designed for this function because people use these platforms to socialize and connect.

Most importantly, Google Ads allow advertisers to reach their target audience on a flexible budget. That means business owners can limit their costs for PPC ads. They can decide how much budget to allocate and adjust it based on how the performance runs.

Digital marketing is indeed an exciting industry to embark on, as it’s filled with so many innovations that you can explore! Interested in pursuing a career in digital marketing? If yes, then check out the Diploma in Digital Marketing Specialist Co-op program offered by the Toronto School of Management (TSoM)!

The program covers all the essentials of digital marketing and is powered by the Digital Marketing Institute (DMI) and Perlego. TSoM also has an esteemed and dedicated faculty who focuses on the individual development of each student. The institute has collaborated with over 100 employers to provide co-op placements to students. To learn more about TSoM, click here!


Q: Will I be offered career advice at TSoM?

A: Students will be provided quality assistance and guidance at every stage of their educational journey at TSoM, and that includes career advice. We have a dedicated department that helps you with the development of co-op employment opportunities. The institute has collaborated with several partner companies for this purpose. You will also be given assistance with resume, cover letters, and interview preparations. Apart from this, you will get to participate in trade shows and career fairs catering to different programs.

Q: Is Toronto a safe place for international students?

A: Canada is considered among the top nations in terms of quality of life. It has a vibrant culture and is home to several international students. Toronto, being a metropolitan city, is not only safe, but also best suited for students who can enjoy a balanced student life.