PPC vs Google Ads: Understanding the Key Differences

Learn the key differences between PPC and Google Ads and how they impact your online advertising strategy.

What is PPC?

PPC, or Pay-Per-Click, is a digital advertising model where advertisers pay a fee each time their ad is clicked. It is a form of search engine marketing that allows businesses to display their ads on search engine results pages (SERPs) and other online platforms.

The main idea behind PPC is to drive targeted traffic to a website by bidding on relevant keywords and creating compelling ad campaigns. Advertisers only pay when a user clicks on their ad, making it a cost-effective advertising method.

What are Google Ads?

Google Ads is an online advertising platform developed by Google. It allows businesses to create and display ads on Google's search engine results pages and other Google-affiliated websites. Google Ads operates under the PPC advertising model, where advertisers bid on keywords relevant to their target audience.

With Google Ads, advertisers can create text-based ads, display ads, video ads, and more. The platform offers advanced targeting options, allowing businesses to reach their desired audience based on factors like location, demographics, and interests.

Targeting and Placement

When it comes to targeting and placement, PPC and Google Ads offer similar capabilities. Both platforms allow advertisers to target specific keywords and demographics to ensure their ads reach the right audience.

However, Google Ads provides additional targeting options and placement choices. With Google Ads, advertisers can target specific websites, mobile apps, and even YouTube videos. This level of precision targeting ensures that ads are shown to the most relevant audience, increasing the chances of conversions.

Cost Structure

The cost structure of PPC and Google Ads is fundamentally the same. Both models operate on a pay-per-click basis, meaning advertisers only pay when someone clicks on their ads.

However, the cost per click (CPC) can vary depending on factors like keyword competitiveness, ad quality, and bidding strategy. In highly competitive industries, the CPC may be higher, requiring businesses to allocate a larger budget to achieve their advertising goals.

Performance and Results

When it comes to performance and results, PPC and Google Ads provide valuable insights to measure the success of advertising campaigns.

PPC platforms offer metrics like click-through rate (CTR), conversion rate, and return on ad spend (ROAS) to evaluate campaign performance. Google Ads, being a comprehensive advertising platform, provides additional metrics like impression share, average position, and quality score.

These performance metrics help advertisers identify areas of improvement, optimise their campaigns, and drive better results. By analysing the data, businesses can make informed decisions to maximise their advertising ROI.

Looking for support with Paid Media? Get in touch now.