What is PPC?

PPC stands for Pay Per Click, a form of online advertising where the advertiser only pays when someone actually clicks on the ad.
It is one of the most used models in digital marketing, including ads in search engines, on social media and on websites.

PPC isn't about paying for screenings, it's about interacting.
That makes it a measurable and cost-efficient way to advertise, especially when you want to attract targeted traffic to your website.

How does PPC work?

At PPC, as an advertiser, you bid for specific keywords or target groups.
When someone searches for a term you've selected, your ad may appear.
If the user clicks on the ad, you pay a fixed amount per click.

This model is used, among others, in:

• Search engines such as Google Ads and Bing Ads
• Social media platforms such as Facebook, Instagram, and LinkedIn
• Display networks with banners or remarketing campaigns

The cost per click depends on competition, relevance, and your ad's quality score.

PPC and SEO

PPC and SEO are often seen as two separate strategies, but they reinforce each other.
SEO focuses on long-term organic visibility, while PPC provides direct traffic for a fee.

Nevertheless, there is a clear interaction:

• When a website scores well in organic results, the click-through rate of PPC ads often also increases.
• Conversely, PPC campaigns can help test keywords or accelerate visibility for new pages.

By smartly combining SEO and PPC, you can get more return on your marketing budget in both the short and long term.

When to use PPC

PPC is interesting for companies that:

• Want to be visible quickly in Google or on social media
• Want to generate targeted leads or sales
• Want to increase their brand awareness in a competitive market
• Want to test new keywords or products

It's particularly effective when you set clear goals, such as collecting requests for quotes, purchases, or newsletter subscriptions.

Rank Rocket tip

Do not use PPC as a replacement for SEO, but as a supplement.
With PPC, you buy temporary visibility, but with SEO, you build sustainable findability.
By combining both, you increase your market share and take advantage of both paid and organic opportunities.

My advice

PPC is a powerful tool for bringing targeted traffic to your website.
Make sure your campaigns are well organized, with relevant keywords, clear ads, and an optimized landing page.
Combine this with a strong SEO strategy so that you not only pay for clicks, but also structurally grow in organic reach.