Pay-Per-Click Advertising

Understanding Pay-Per-Click (PPC) Ads

Hi, I’m Ferg and I’m an account strategist at Rinard Media.

Sponsored Search Results

When you Google something and the search results appear, you may notice that the results on the top of the page look a little bit different. Some of them have text above them that says “sponsored.” That’s because these are paid results, not organic results. Pay-per-click ads, or search ads, are a type of ad that is displayed at the top of the search results page.

They are called pay-per-click because advertisers are only charged if the ad is actually clicked on. Essentially, it’s a way of buying visits to your website rather than attempting to get those visits through search engine optimization (SEO).

Why Are PPC Ads Popular?

Search ads are popular because you have complete control over their whole cost. You’re able to set a budget and bid strategy that tells Google how much money you want to spend.

Because they are pay-per-click, if the ad doesn’t work correctly and the people don’t click on it, then you don’t get charged.

They’re also popular because of how measurable their performance is. You can tell how many people are seeing the ad, clicking on it, how much each click is costing you, and much more.


If you are trying to quickly generate traffic to your site, pay-per-click ads are a great option. To learn more about pay-per-click advertising and how it fits into your marketing strategy, check out our free resources at