Was ist PPC (Pay-Per-Click)?
Kurzdefinition
PPC (Pay-Per-Click) ist ein Online-Werbemodell, bei dem Werbetreibende eine Gebühr zahlen, wenn jemand auf ihre Anzeige klickt, häufig in Google Ads eingesetzt.
Pay-Per-Click (PPC) is a digital advertising model where you only pay when someone actually clicks on your ad. Unlike traditional advertising where you pay for impressions (views), PPC ensures you're paying for measurable actions that bring people to your website.
Google Ads is the most well-known PPC platform, allowing businesses to bid on keywords so their ads appear at the top of search results. When someone searches for "best accounting software," the sponsored results at the top are PPC ads. Advertisers bid on that keyword, and Google charges them only when a user clicks.
PPC works on an auction system. For each search, Google considers the bid amount, the ad's Quality Score (relevance and landing page quality), and the expected impact of ad extensions. The highest Ad Rank wins the top position, but it's not always the highest bidder. A more relevant ad with a lower bid can beat a less relevant ad with a higher bid.
Beyond search ads, PPC is also used for display ads (banner ads on websites), shopping ads (product listings with images and prices), video ads (YouTube), and social media ads (Facebook, Instagram, LinkedIn). Each format serves different marketing objectives, from brand awareness to direct response.
Warum es wichtig ist
PPC provides instant visibility at the top of search results, which organic SEO can take months to achieve. It's particularly valuable for new businesses, time-sensitive promotions, and competitive keywords where organic ranking is difficult.
PPC also provides highly measurable results. You can track exactly how much you spent, how many clicks you received, how many converted, and your exact return on investment. This data-driven approach allows continuous optimization to improve performance.
Praxisbeispiele
A local plumber spends $500/month on Google Ads targeting "emergency plumber [city]" and generates an average of 25 calls per month, with each job worth $200-$500
An e-commerce store's Google Shopping campaigns generate a 6:1 return on ad spend, meaning they earn $6 in revenue for every $1 spent on ads
A SaaS company bids on competitor brand names, capturing users who are actively looking for alternatives and converting them at 8% (vs. 2% for generic keywords)
A dental practice runs PPC ads for "teeth whitening near me" only during business hours when staff can answer the phone, maximizing the value of each click
Verwandte Begriffe
CPC (Cost Per Click)
CPC (Cost Per Click) ist der Betrag, den ein Werbetreibender jedes Mal zahlt, wenn ein Nutzer auf seine Anzeige klickt, eine Schlüsselmetrik in PPC-Kampagnen.
CPM (Cost Per Mille)
CPM (Cost Per Mille) ist ein Preismodell in der Werbung, bei dem Werbetreibende pro 1.000 Anzeigenimpressionen zahlen, häufig bei Brand-Awareness-Kampagnen verwendet.
Retargeting
Retargeting ist eine Online-Werbetaktik, die Anzeigen an Nutzer ausspielt, die zuvor Ihre Website besucht oder mit Ihren Inhalten interagiert haben.
Conversion Rate
Die Conversion Rate ist der Prozentsatz der Website-Besucher, die eine gewünschte Aktion ausführen, wie einen Kauf tätigen, ein Formular ausfüllen oder sich anmelden.
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