What PPC advertising is and why it matters
Competition online keeps growing, so businesses need channels that can bring leads quickly from people who already have intent.
Contextual (PPC) advertising shows ads to users based on relevant queries or targeting conditions – not to everyone.
In platforms like Google Ads, your message appears when a user searches for something relevant or matches your targeting criteria.
Main ad types
Most commonly, ads are split into two types:
- search ads;
- display ads.
Search ads appear in search results for selected keywords, while display ads appear across partner websites in ad networks.
For display campaigns, businesses often use:
- Targeting (audiences, interests, geo, etc.).
- Remarketing (showing ads to people who already visited the site or interacted with the product).
Setup essentials
With a proper setup, PPC can help you appear at the top positions for high‑intent queries. Most platforms charge per click, not per impression.
The key advantage is focusing budget on users who are already interested and ready to act.
Three core components:
- Keyword research (the queries your customers use).
- Ad copy (relevant, compelling, with a clear offer).
- Landing page (matches the ad promise and clearly communicates value).
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