AdWords vs PPC: Difference and Comparison

These days businesses employ various means of advertisements to get the name of their business out there. AdWords and PPC (Pay-Per-Click) are two common forms of advertising used by businesses and individuals.

These are great but differ in various ways, like their benefits and primary uses. 

Key Takeaways

  1. AdWords is Google’s advertising platform, while PPC (Pay-Per-Click) is a broader online advertising model.
  2. AdWords primarily serves ads on Google search results pages and Google Display Network, while PPC campaigns can be run on various platforms, including social media.
  3. AdWords and PPC allow advertisers to set budgets, but AdWords offers additional targeting options and bidding strategies.

AdWords vs PPC 

AdWords is a service provided by Google that allows businesses to create and display ads on Google’s search engine results pages and other websites within Google’s network. PPC is an online advertising model in which advertisers pay a fee each time their ads are clicked on various platforms.

AdWords vs PPC

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The Google AdWords system is mostly a live auction in which marketers submit abide to obtain a specific ad spot. The Google AdWords system is mostly a live auction in which marketers submit a ‘bid‘ to get a particular ad spot.

The advertiser may receive the desired or lower position depending on the competition and price bid by other advertisers.

It is one of the most prominent online advertising networks, supporting businesses in reaching clients worldwide and expanding their operations. 

PPC advertising is a type of online advertising technique used to increase online traffic. An advertiser pays a publisher (a search engine or network of websites) when the ad is clicked.

“If we bid on the keyword” PPC software,” for example, our ad may show towards the top of the Google results page. “If we bid on the keyword “PPC software,” our ad may show towards the top of the Google results page. 

Comparison Table

Parameters of Comparison AdWords PPC 
Meaning/ full form Google ads are AdWords.  Pay per click  
Drawbacks  Over the years, some people have used technology to create multiple clicks. Google uses it to optimize search engine results and for appropriate keyword use. 
Meaning  AdWords is a marketing strategy created by Google to assist businesses in reaching online target markets via its search engine platform and partner sites. Businesses running ads in pay-per-click are only charged when a user clicks on their ad, hence the name “pay-per-click.” 
Benefits  improving brand awareness and driving qualified traffic to your site. flexibility to determine which sites host your ads PPC advertising is highly targeted.  Full financial control.  Full editorial control. 
Uses Google uses it to optimize search engine results and for appropriate keywords use. 
PPC is used by other major software such as Microsoft, Google, Yahoo and Facebook.   

What is AdWords? 

AdWords is a pay-per-click internet advertising network that enables advertisers to display ads on Google’s search results. Businesses pay to have their ads appear at the top of search results for their target keywords. 

Users bidding for clicks in the Google AdWords markets work similarly to an auction. The highest bid, however, does not always win.

Google also uses the quality score to help ensure that people who see and click the advertisements get the best experience.  

Advertisers pay Google to attract customers based on specific keywords, countries, and devices and then use this pay-per-click network to distribute their advertising to those interested in buying the product or services. 

To regulate your AdWords spending, create a daily quota at the campaign level. This can be changed at any time. Starting in advertising should preferably be modest and on a small budget.  

Google Ads will generate US$168.6 billion in revenue for Alphabet Inc in 2020. Google AdWords first appeared in 2000. Initially, AdWords advertisers paid a monthly fee for the service, and Google set up and handled their campaign.

Google rapidly built the AdWords self-service interface to help small businesses and individuals manage their ads. In 2005, Google announced Jumpstart, an advertising management solution. 

The AdWords API allows programs to communicate directly with the Google Ads platform, considerably increasing the efficiency of managing large and complicated Google Ads accounts and campaigns. 


What is PPC? 

PPC stands for pay-per-click, an online marketing approach in which businesses pay a fee each time their advertisements are clicked.

It’s essentially a means of paying for visits to your website rather than trying to”earn” those views organically. “It’s essentially a means of paying for visits to your website rather than trying to “earn” those views organically. 

Search engine advertising is one of the most prevalent sorts of PPC. When a customer searches for a keyword relating to their company’s product, it targets audiences to bid for ad placement in a search engine’s affiliate ads.  

PPC marketing with Google Advertising is particularly advantageous since, as the most popular search engine, Google receives a significant volume of traffic and thus delivers the most impressions and clicks to your advertising.

The keywords and match types you select impact the frequency with which your PPC ads appear. 

Keyword research for PPC might be time-consuming, but it is also essential. Keywords are the core of any PPC campaign, and the most effective Google Ads marketers are constantly expanding and improving their PPC keyword list. 

If you only undertake keyword research once when you launch your initial campaign, you risk missing out on hundreds of thousands of helpful, long-tail, low-cost, and highly relevant phrases that might bring traffic to your site. 

Various social media platforms like Instagram, TikTok, Pinterest, Facebook, Twitter, etc accept PPC. The advertisers’ pay, which the publisher determines, depends on two factors.

The first factor is the ad’s quality, and the second is the maximum bid the advertiser is willing to pay compared to the competitors’ offer.

The lower the cost per click, in general, the better the quality of the advertisement, and vice versa. 


Main Differences Between AdWords and PPC 

  1. AdWords are Google ads, while PPC is an abbreviation for pay-per-click ads. 
  2. Some drawbacks of AdWords are that it doesn’t advertise ads meant for criminal support or consisting of medical information. The biggest disadvantage of PPC is that some people have used technology to create multiple clicks on a single ad. 
  3. AdWords helps people reach their online target markets with the help of search engine optimization meant for their search engine platform. PPC are ads that are only charged when a person clicks on them. 
  4. AdWords improve brand awareness and increase traffic on your site. On the other hand, PPC is highly targeted and provides individuals with complete financial and editorial control. 
  5. Google uses AdWords to optimize its search results, while various businesses use PPC because of its benefits and better return on investment
Difference Between AdWords and PPC



Last Updated : 05 July, 2023

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