What it means in plain language
PPC, i.e. Pay Per Click, is an advertising settlement model in which the advertiser pays for a click that takes the user to a designated place.
Where it genuinely helps
PPC is a pay-per-click charging model, not a promise of traffic quality; a cheap click can be worthless to the business.
What to decide before acting
Connect queries, audiences, creative and landing experience to a measurable outcome and set exclusions before bid optimisation.
How to tell whether it works
Analyse search terms, session quality, conversion, margin and CRM outcomes while separating accidental and repeat clicks.
