Where is Pay-Per-Click Used?

Many people ask: “Where is pay-per-click used?” Given that it exists almost everywhere people exist online, it’s almost easier to answer where it isn’t used. That said, Pay-per-click (PPC) advertising is used across search engines, social media platforms, websites, mobile apps, video platforms, and online marketplaces. In essence, it gives businesses nearly limitless ways to place ads in front of people as they search, browse, watch, or shop online.

Search Engines Are the Most Common PPC Advertising Channel

Search engines are one of the best-known places where PPC is used. With paid search, ads can appear when users search for specific keywords on platforms like Google, Yahoo, and Bing. This allows businesses to show ads when someone is actively looking for information, products, or services related to what they offer.

Social Media Platforms Use PPC Advertising

PPC is also widely used across social media platforms. These ads may appear in feeds, stories, sidebars, search results, video placements, and other areas depending on the platform.

Common social media PPC platforms include:

• Facebook Ads: Businesses can use PPC advertising on Facebook to reach users across feeds, Stories, Reels, Marketplace, Messenger, and other Meta placements.
• Instagram Ads: As part of the Meta family, companies often use Instagram PPC campaigns for highly visual image, video, Story, Reel, and shopping-focused ad placements.
• LinkedIn Ads: B2B advertisers often use LinkedIn PPC campaigns to reach people by job title, industry, company size, seniority, and professional interests.
• X Ads: Brands can use PPC advertising on X to promote posts, videos, accounts, and trends within real-time conversations.

Display Networks Place PPC Ads on Websites and Apps

Display networks allow PPC ads to appear on websites, blogs, and mobile apps. Unlike the text-based ads seen in search, display ads are often visual and may include images, banners, or responsive display formats.

Rather than working with each website or app directly, advertisers can use networks such as Google Display Network or Microsoft Audience Network to manage placements through a single platform.

Video Platforms Use PPC for In-Stream and Discovery Ads

Video platforms also use PPC advertising. Businesses can use video ads to reach audiences before, during, or after video content on platforms such as YouTube and other streaming services.

These campaigns are often used when a visual demonstration, product explanation, or brand message is better suited to video than text or images alone.

Online Marketplaces Use PPC to Promote Products

Online marketplaces use PPC advertising to help sellers increase product visibility. Ads may appear in search results, category pages, product pages, and recommendation areas.

One of the best-known examples is Amazon Ads. These shopping ads allow sellers to promote products to people who are already browsing or searching within the marketplace.

Find the Right PPC Channels for Your Business

The best places to use PPC depend on your audience, goals, budget, and offer. A qualified PPC agency can help you compare platforms, build campaigns, and manage performance across the channels that make the most sense for your business. To be matched with a vetted agency, request a complimentary consultation.