Pay Per Click (PPC) Guide: What It Is & How To Create PPC?

Are you planning to place an advertisement to promote your business? The first thing that comes to your mind may be advertising platforms such as television, radio, billboards, newspapers, magazines, or even leaflets.

You can take advantage of the ad platforms above. However, in this digital era, there are advertising models that are more effective and more suitable to be applied in digital society.

The advertising model is PPC or pay per click advertising. Pay per click is an advertising model that is suitable to be applied today, considering that the majority of Indonesia’s population is already connected to the internet.

In addition, this advertising model is also more effective, more efficient, and more economical than conventional advertising models.

What is PPC?

PPC ( Pay Per Click ) is one of the internet marketing models in which advertisers only need to pay for each ad clicked by the target audience. This advertising system is widely used by large companies such as Google, Facebook, and Instagram.

Why Should You Use PPC?

Maybe you are still unfamiliar with the PPC advertising model. Does not matter. Before using PPC advertising, you need to know the benefits and reasons why you should use PPC advertising. Here are five reasons why you should use pay per click advertising:

1. Can Set Target Audience

PPC allows you to set how much audience is targeted for an ad. You are free to set the number of your ad audience, it can be 10 thousand audiences, 20 thousand audiences, or even 50 thousand audiences. Of course, the more targeted audience, the more money you spend.

Apart from that, you can also narrow down the specifics of your target audience. For example, your business is baby clothes, you can target an audience that fits your target market, namely mothers. PPC also allows you to define your target audience based on location so you can focus on a specific location that your online business is targeting.

2. Faster Results

In contrast to organic SEO efforts that take a long time to see results. With Pay Per Click, you can get results from advertising in a relatively fast time. So you can get more visitors in less time.

3. Adaptable to Your Budget

When you hear the word advertising, you may think of high costs. However, this is not the case in PPC. Pay Per Click is an online advertising system that allows you to set your advertising costs according to your budget. You can even make PPC ads with advertising costs of hundreds of thousands of rupiah, not hundreds of millions!

4. Algorithm Does Not Affect PPC

Google is always updating its algorithm which changes the ranking system in search results. Likewise, social media such as Facebook and Instagram change their algorithms based on user interests and activities. As a result, your followers may miss important posts or promotions from you.

Pay Per Click is not impacted by organic algorithms. That way, your important posts and promotions can still be conveyed to the target audience without having to worry about algorithms.

5. Target Audience Can’t Distinguish PPC and Organic

Many people think that no one wants to click on PPC ads on Google, Facebook, or Instagram. It’s true that some people ignore ads on these platforms. However, that does not mean everyone ignores PPC advertising.

According to research by WordStream, 41 percent of people can’t tell whether it’s an organic feed or a PPC ad. So no need to worry about no one clicking on your PPC ad. The ad provider platforms ensure that your ad will be delivered to a specific target audience so that it is likely to be clicked on.

Also Read: Complete Digital Marketing Learning for Beginners

How to Create Pay Per Click Ads

Pay per click advertising is not only provided by Google. Almost all social media platforms also provide the same advertising system. From Facebook, Twitter, to Instagram, all of them apply a pay per click system for advertising on their platforms. Google, Facebook, and Instagram provide tools for business owners to place ads on their platforms. All three platforms apply the same advertising model, namely pay per click.

You can use any or all of these advertising services at the same time. If your target audience is mostly using all of these platforms, you can take advantage of all three. Adjust it to your needs so as not to burden the company’s budget.

What are the advertising services from Google, Facebook, and Instagram? How to make? Here’s the explanation:

1. Google Ads

Google Ads was previously known as Google AdWords. Since July 24 2018, Google changed the name of their ad platform from Google AdWords to Google Ads. Google Ads is a feature of Google to display paid search or paid ads in Google search results. By using Google Ads, you can show your ads in Google search results for certain keywords that are relevant to your business.

Compared to other search engines, Google has the largest market share, both in Indonesia and globally. Globally, Google dominates the search engine market share of 91.04 percent. Yahoo and Bing only get a market share of 3,14 percent and 1.53 percent respectively. This means that your ad is likely to be seen by more people if you use pay per click from Google.

Anyone can take advantage of pay per click from Google Ads because how to make pay per click on Google is very easy. All you need is a Google account. Google also provides various payment methods. For a full explanation, you can read the article How to Use Google AdWords.

2. Facebook Ads

You can also consider pay per click advertising from Facebook Ads, given the large number of Facebook users in the world. Based on research released by Statista, USA contributed 193 million active Facebook users in 2020. This means that more than half of USA’s population uses Facebook. In addition at 2020, People spend an average of 145 minutes per day, up from 142 minutes in the previous year on Mark Zuckerberg’s social media.

The large number of Facebook users in Indonesia makes this platform an effective way to reach your potential customers in cyberspace. To be able to make pay per click on Facebook Ads, you need to create a Facebook page first. You can read the full explanation in the article How to Create Facebook Ads.

3. Instagram Ads

The last platform you can use to advertise is Instagram Ads. If you are familiar with creating ads on Facebook Ads, creating ads on Instagram will not be difficult for you. Because since joining Facebook in 2012, the two ad platforms have been unified under Facebook Ads Manager. So the steps for creating Instagram Ads are almost the same as how to create Facebook Ads. Just like the requirements for creating Facebook Ads, you must also have a Facebook page before creating Instagram Ads. You can read a more complete guide in the article How to Create Instagram Ads.

Types of PPC

Here are some types of PPC that often appear in cyberspace:

1. Search Advertising

This type of PPC generally appears on the SERP (Search Engine Result Page), either on Google or Bing search engines. This PPC is indicated by the Ad text that appears next to the search results.

Paid Google Search Result
Paid Google Search Result

Read What Is Retail Business and its Types

2. Social Advertising

Not too different from search advertising, the type of PPC social advertising is advertising that is displayed on social media. Depending on the settings, this type of ad can appear on the homepage, stories, and more.

3. Display Advertising

Also known as the Google Display Network, this type of PPC will display your ads in the form of display ads . Where can be in the form of text, or visual. Amazingly, the visuals here are not limited to pictures, you know. But also in the form of videos and GIFs.

4. Google Shopping

As the name suggests, this type of PPC displays product images along with their prices in Google search results. Then, if you click on the ad, you will be directed directly to the seller’s stall on the e-commerce website.

Google Ads Google Shopping
Google Ads Google Shopping

5. Remarketing

This type of PPC will only show ads to people who have previously visited your website or made a purchase with you. This remarketing is considered quite effective because it targets people who are already interested in it.

Also read: Retargeting vs Remarketing: What’s the Difference? Which to Choose?


Pay per click is one of the most effective and efficient advertising models that you should implement in your business in this digital era. Especially if your potential customers are people who are already connected to the internet and often use social media. Congratulations on making pay per click ads!

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