The Complete Guide to Creating Pay Per Click (PPC) Advertisements

The Complete Guide to Creating Pay Per Click (PPC) Advertisements

Are you currently planning to place advertisements to boost online sales for your business? Perhaps the first things that come to mind for you right now are advertising platforms like television, radio, billboards, banners, newspapers, magazines, or even leaflets.

The above-mentioned advertising platforms can indeed be utilized by you. However, in this digital era, there is a more effective and suitable advertising model to be applied for the digital community. This advertising model is known as PPC or pay per click advertising.

Actually, what is pay per click?

For those of you who want to learn about digital marketing, especially pay per click, you're in the right article. Find the answer about what pay per click is below.

What is PPC?

PPC (Pay Per Click) is one of the digital marketing models, where advertisers only need to pay for each ad clicked by the target audience. This advertising system has been widely implemented by major companies such as Google, Facebook, and Instagram.

Also Read: Types of Online Advertising

Why Should You Use PPC?

You might still be unfamiliar with the PPC advertising model. No problem. Before utilizing PPC advertising, you need to understand the benefits and reasons for using PPC ads. Here are five reasons why you should use pay per click advertising:

1. Ability to Target Audience

PPC allows you to specify how many audiences are targeted for a particular ad. You are free to adjust the number of ad audiences, whether it's 10 thousand, 20 thousand, or even 50 thousand audiences. Of course, the more audiences you target, the more money you'll need to invest.

Furthermore, you can narrow down the audience specifications you're targeting. For instance, if your business is baby clothing, you can target audiences that align with your target market—mothers. PPC also enables you to determine audience targets based on location, allowing you to focus on specific areas that are the focal point of your online business.

2. Faster Results

Unlike organic SEO which takes a long time to see results, with Pay Per Click, you can obtain results from ads relatively quickly. So, you can gain more visitors in a shorter period of time.

3. Customizable to Your Budget

When you hear the word advertisement, you might think of expensive costs. However, that doesn't apply to PPC. Pay Per Click is an online advertising system that allows you to set ad costs according to your budget. You can even create PPC ads with costs as low as tens of dollars, not thousands of dollars!

4. Algorithms Don't Affect PPC

Google constantly updates its algorithm, changing the ranking system in search results. The same goes for social media platforms like Facebook and Instagram, which modify their algorithms based on user interests and activities. As a result, your followers might miss important posts or promotions from you.

Unlike PPC. Pay Per Click is not impacted by organic algorithms. As a result, your important posts and promotions can still reach your targeted audience without worrying about algorithms.

5. The target audience cannot distinguish between PPC and Organic.

Many people think that no one wants to click on PPC ads on Google, Facebook, or Instagram. It is true that some people ignore ads on these platforms. However, it does not mean that everyone ignores PPC ads.

According to research conducted by WordStream, as many as 41 percent of people cannot differentiate between organic feeds and PPC ads. So there's no need to worry that no one will click on your PPC ads. Ad-providing platforms ensure that your ads will be delivered to a specific target audience, increasing the likelihood of clicks.

How to Create Pay Per Click Ads

Pay per click ads are not only provided by Google. Almost all social media platforms also offer the same advertising system. From Facebook, Twitter, to Instagram, they all implement the pay per click system for ads on their platforms.

Google, Facebook, and Instagram provide features for business owners to place ads on their platforms. All three platforms implement the same ad model, which is pay per click.

You can use one or all of these advertising services simultaneously. If your target audience mostly uses all these platforms, you can leverage all of them. Adjust according to your needs to avoid burdening the company budget.

What are the advertising services from Google, Facebook, and Instagram?

How do you create them?

Here's the explanation:

1. Google Ads

Google Ads

Google Ads, formerly known as Google AdWords, underwent a name change by Google on July 24, 2018. Google Ads is a feature provided by Google to display paid search or paid advertisements in Google search results. By utilizing Google Ads, you have the ability to showcase your advertisements in Google search results for specific keywords that are relevant to your business.

Compared to other search engines, Google holds the largest global market share.

Anyone can take advantage of Google Ads' pay-per-click system due to the straightforward process of setting up pay-per-click campaigns on Google. All you need is a Google account. Google also offers various payment methods. For a comprehensive explanation, you can refer to the article on How to Use Google AdWords.

2. Facebook Ads

Facebook Ads

Considering the large user base on Facebook, you might also want to consider Facebook Ads' pay-per-click advertisements.

The substantial number of Facebook users makes the platform effective for reaching potential customers in the online world. To create pay-per-click campaigns on Facebook Ads, you need to first set up a Facebook page. You can find detailed instructions in the article on How to Create Facebook Ads.

3. Instagram Ads

Instagram Ads

The last platform you can leverage for advertising is Instagram Ads. If you're already familiar with creating ads on Facebook Ads, crafting ads on Instagram won't be challenging for you. Since joining Facebook in 2012, the two advertising platforms have been united under Facebook Ads Manager. Therefore, the steps to create Instagram Ads are nearly identical to creating Facebook Ads. Similar to the prerequisites for making Facebook Ads, you should also have a Facebook page before creating Instagram Ads. You can find a more comprehensive guide in the article "How to Create Instagram Ads."

Read Also: TikTok Ads Guide

Types of PPC

Here are some types of PPC commonly encountered in the online world:

1. Search Advertising

This type of PPC typically appears on SERPs (Search Engine Result Pages), both on search engines like Google and Bing. PPC is distinguished by the ad text that appears alongside search results.

2. Social Advertising

Not significantly different from search advertising, the type of PPC social advertising displays ads on social media. Depending on its configuration, this type of ad can appear on the feed, stories, and other placements.

3. Display Advertising

Also known as the Google Display Network, this type of PPC will showcase your ads in the form of display ads, which can be text or visual. Remarkably, the visuals here are not limited to images alone but also encompass videos and GIFs. It can be said that these ads fall within the realm of video marketing strategy.

4. Google Shopping

As the name suggests, this type of PPC displays product images along with their prices in Google search results. Then, if you click on the ad, you will be directed straight to the seller's store on the e-commerce website.

5. Remarketing

This type of PPC will only display ads to individuals who have previously visited the website or made purchases from you. Remarketing is considered quite effective as it targets people who have shown interest before.

Read also: What is Retargeting?


Pay per click is one of the most effective and efficient search engine marketing strategies that you should implement in your business in this digital era. Especially if your potential customers are individuals who are connected to the internet and frequently use social media. Congratulations on creating pay per click ads!

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