PPC stands for “pay per click,” which means your company must pay a charge each time someone clicks on one of your advertisements. We’ve put together a complete explanation on why you shouldn’t spend so much for PPC marketing and why you should rely on low-cost PPC management services.

When done correctly, PPC may significantly augment your marketing strategy. To do it properly as a cornerstone of your plan, you’ll need a skillful hand with a keen eye for data. Some consider it an essential and dependable component of your digital marketing plan, especially when combined with SEO and content marketing. Others see it as an explicit manner of paying for visitors, seeing it as a desperate, “last resort” effort to drive attention to your website. 

PPC marketing has a lot of distinct benefits and drawbacks. We’ll look into them before deciding how much you should be paying for them.

Why Is PPC Sometimes Expensive?

Let’s talk about the two main reasons why PPC can be more costly than it needs to be:

  1. Selecting the wrong bidding option. As we’ve seen, there are many different bidding options available on the PPC platform. It’s critical to select the appropriate option to ensure you’re getting the best possible results.

Sometimes you might be paying top dollar for clicks on your ads, but you’re entirely missing the mark on the conversion. Many people click on your PPC ads and never even think about clicking your final landing page. By doing so, you’re paying for impressions but not conversions. High PPC costs will result from this situation.

However, if you place your ad in the correct positions and target the right keywords, you can almost guarantee a higher conversion rate. And if your conversion rate is much higher than the average, you’ll be paying less for leads and sales in the long run.

  1. Getting your target audience wrong. If you select an audience that isn’t likely to be interested in your products or services, you’ll get less traffic than you’re aiming to have. This can reduce your click cost, but you could be driving good traffic away. 

Why Is PPC Sometimes Cheap?

On the other hand, PPC can be a cheap, efficient, effective way to market your business. Here are the two primary reasons why:

  1. Applying a good bidding strategy. You have probably heard the term “bidding wars.” It means you’ve entered into a bidding war with competitors because you bid on the exact keywords using identical bid amounts.

In theory, a bidding war is the best thing ever for your business. Your bids will be higher, which will result in a higher Click Cost. However, if you’ve chosen a quality target audience, you’ll still convert a good amount of your clicks into paying customers.

  1. Making it worth your while. Of course, getting noticed is the goal of PPC. You want people to click on your ads and visit your landing page. However, if you’re not offering them anything worth their time, you’re going to get a lot of bad reviews, even though you’re paying less for your ads.

Your ads need to be right on the money. If they’re not, the price difference will add up quickly. But if they are, then you can even receive a slight increase on your Return on Ad Spend. That’s a good thing if you’re on a budget.

How Much Should PPC Cost?

So, what should PPC cost? The key is to put yourself and your audience in a good position. If you have a good bidding strategy, your only cost will be your bid amount. If you have a good audience strategy, your only cost will be your CPC.


PPC is a practical, effective way to market your products or services. It can be pretty costly when you don’t move your business forward or when your campaigns spend too much. This is why you need to understand bidding, your audience, and how they work together. You’ll be able to create a reasonably affordable PPC campaign that drives your business forward.

Partner with Pay Per Click Authority for all your PPC campaign needs. Our company was founded in 2010, and our primary goal has always been to provide affordable PPC management services for small companies. Set up an appointment with us now to get started.