What Is Pay-Per-Click and Why It Still Works in 2022

When it comes to digital marketing, pay-per-click (PPC) advertising remains one of the most widely used strategies, and it’s not hard to see why. After all, not only does it produce results much quicker than many other methods, but it’s also a ubiquitous style that offers reliable returns. Moreover, since it enables brands and companies to create exposure on their offerings online through Bing, Google, and other search engines, users are more likely to convert. And it is still as effective today as it was in the past.

In this post, we’ll cover everything that you need to know about PPC—from what this form of advertising is all about to why it still works, even in 2022. So if you want to know more, continue reading.

What is pay-per-click?

As the name implies, pay-per-click is a digital marketing model used primarily to drive traffic to a web page. The advertisers pay their respective publishers whenever their ads are clicked. While the cost varies, the commonly used types include search, display, and social media ads. Marketers will frequently bid for the desired search terms, and where the ads will show on the search results, or instead pay for them to appear on web pages, videos, user feeds, and so much more. 

Conceptually, PPC is simple to understand. However, its implementation is a different story. Unless you’ve had experience with this strategy in the past, the chances are that the process will be too complicated to utilize fully. For this reason, many choose to hire a pay-per-click agency instead

Reasons why PPC is still effective

These days, PPC advertising has become a common practice amongst many businesses of various sizes and industries for a number of reasons. Here are some of them:

  • It contributes to the goals of the business. One of the most compelling reasons why many use pay-per-click marketing is that the strategy can allow a brand or company to achieve a broad range of marketing and business goals. The objectives can range from brand exposure to ecommerce sales and hot leads, and every conversion is trackable. And in the digital era of thought leadership and content marketing, it can serve the sales funnel via advertising downloadable content, acquiring newsletter signups, contest entries, and more.
  • It’s measurable. Another notable reason for the efficacy of PPC is that it’s easy to track and measure, especially when run via Google Ads. When paired with Google Analytics, you’ll have greater insight into the performance of your ads, including clicks and impressions. In addition, the information is readily available, making the process of adjustments and changes quicker and easier.
  • It gives more control. While there are many nuances with any campaign, PPC offers more control over the options you have for connecting with prospects. Apart from keyword selection and placement, you also have flexibility in the budget in case you want to start on a smaller scale.


It isn’t hard to see why many prefer PPC over other digital marketing methods. Not only is it scalable, but it’s relatively easy to keep track of and aligns with business goals. So if you’re not yet using it, make sure that you begin to implement a pay-per-click advertising strategy as a part of your campaign.