When considering a digital advertising strategy, Pay-Per-Click (PPC) marketing should be high on the priority list. PPC campaigns are effective digital strategies that help increase traffic to your website and drive conversions. However, to see the benefits of PPC marketing, companies need to know how to set up their campaigns properly. PPC campaigns need to be set up for the right keywords at the proper bidding amounts, and the campaigns need to be monitored frequently for performance and ad fraud.

Keep reading for a breakdown of everything you need to know about PPC marketing.

What is PPC Marketing?

Pay-per-click marketing, also known as search engine marketing, is a form of digital advertising. Essentially, it's the bidding of ads at the top of search engines when people search for a specific term or keyword. Your pay-per-click campaign may bid on the phrase "local plumber" in your area. Every time a person types this search term into their search engine (Google, Explorer, Firefox), your ad will appear at the top of the page. You only pay if the person chooses to click on your ad and move to your site. So, you're paying to have people visit your website versus hoping they organically find your site.

PPC campaigns are highly effective because the ads show up above organic search results, so it's the first thing people see when they search for something online.

You can limit your ads to only show up in your area if you're a local service or only at certain times of the day. Also, you can choose the maximum amount of money you want to spend per day, so you stay within budget.

There are two leading platforms for PPC marketing, Adwords for Google's search engine or Bing Ads for Explorer.

Related Post: The Seven Important KPIs for Your PPC Campaign

The Benefits of PPC Marketing

PPC marketing continues to be a leading digital advertising strategy. SocialMediaToday reported that over seven million advertisers spent a total of $10.1 billion on PPC ads in 2017. And, those numbers continue to grow. There are multiple benefits to PPC marketing that bring advertisers back every year:


Many digital marketing campaigns run on impressions, so you pay for the number of people who view your campaign. PPC marketing only charges you when someone clicks on your ad and lands on your site. And, once a customer lands on your website, they will hopefully convert and make a purchase. For example, if your PPC ad costs you $3 and resulted in a $300 sale, that is an incredible return-on-investment (ROI)!


PPC campaigns can require big budgets, but you entirely control these budgets. For example, many traditional marketing avenues, like radio advertising, have fluctuating costs that make it challenging to stay within budget. This isn't the case with PPC. You can set your budget and change it anytime you wish.

Ways to Get Price Decreases

PPC campaigns require a lot of work. You need to:

  • Research what keywords and search terms you should bid on

  • Set up the right campaigns and ads

  • Set up budgets that are aligned with your industry

  • Set up landing pages that are optimized and lead to higher conversion

Search engines, such as Google, want users on their platform to have a positive experience. If you set up campaigns trying to trick people into visiting your site (for example by bidding on keywords of services you don't offer), Google may stop displaying your ad. On the other hand, if you optimize your campaigns and landing pages, so customers stay on your website and even convert frequently, Google will reward you by lowering the costs of your ads.

Speedy Insights

You will see the results from your PPC campaigns very quickly. As soon as you set up your ads and they've been approved, your campaign will immediately start running. You can log on to the platform any time to see your results, including the impressions on your ads, the clicks, your click-through rate (CTR), your cost per click (CPC), and your conversions.

Additionally, your campaigns start to give you more insight into your customer base. You can see specific demographics of your customer base, such as their age range and gender. You can also see what they search to find your ads, how long they spend on the landing page, and which campaigns seem to drive better results than others. These details allow you to continuously optimize your campaign and your business to give the customer what they really want.

If you find something isn't working for you, you can make changes on the spot.

What is Ad Fraud?

For as long as there has been PPC marketing, there has been ad fraud. Unfortunately, due to the highly competitive nature of the digital marketing landscape, some competitors choose to participate in fraudulent activities. The most common type of ad fraud is click fraud.

Click fraud is when a person or automated software clicks on PPC advertisers without ever having the intention of being a customer. The purpose of this is to make a competitor spend their ad budget without ever seeing any results from the ads.

Other types of PPC marketing ad fraud are:

  • Impression Fraud: Also known as Display Fraud, this is where individuals use apps or bots to send fake views and impressions to campaigns to pose as legitimate audiences.

  • PPC Phishing Scams: This is when ads pretend to be associated with a specific brand in order to steal login information. For example, the criminal party will set up a PPC campaign that bids on a term like "financial institution name + login." They will then create a landing page that looks like it's the financial institution's login page to steal a customer's login information.

  • Ad Hiding/Stacking: This is a type of ad fraud where a website hides ads to trick customers into clicking on them and forcing the advertiser to pay for more clicks. So, an advertisement may be made invisible on a particular portion of the website, causing visitors to click on it without knowing it. These are people that likely have no interest in visiting the advertiser's site. It's a significant waste of money for the advertiser.

fraud detection

How to Stop Ad Fraud

Ad fraud can be incredibly challenging to detect and stop. However, preventing ad fraud is a crucial step to your PPC marketing. If you allow ad fraud to occur, your ad budget can be wasted, and you lose the potential of real customers ever seeing your ads. On average, approximately 25% of internet traffic is fraudulent. Make sure you have a strategy in place to handle this fraudulent activity.

Anura.io is sophisticated software that gives you the tools you need to analyze data as it hits your web assets. With Anura's system, you'll be able to easily identify threats and improve the impact, accuracy, and performance of your ad campaigns.

Anura catches 200-300% more fraud than its competitors. The platform is robust, processing billions of requests on the platform every day.

Stop losing money on your ad budget. Request a demo today to find the answer to your ad fraud problem.