PPC Advertising’s Ethical Implications – How You Can Overcome Them

The issue of PPC and whether it’s ethical or not has always been around. People and businesses do wonder if it is fair that they can simply pay to get the top spot on Google search results. Well, in this post, your trusted digital marketing agency will cover the ethical implications of PPC advertising and how you can overcome them: 

What Is Ethical PPC?

The word ethics is defined by Merriam-Webster as “a set of moral principles: the standards of behavior that guide the members of a profession.” That’s a good way to look at ethics and PPC, except that we’re not talking about a profession here, we’re talking about online marketing and online advertising. So what is ethical PPC? 

Ethical PPC campaigns are meant to put your ad in front of the right people, as many as possible, and get them to click on your ads. That’s all a PPC campaign is meant for, and that’s why it is perfectly ethical. If people are clicking on your ads and eventually buying from you, you’re following the ‘morality in human action or judgment’ definition of ethics. 

Will I Know What’s an Ad?

Search ads (also known as paid search ads or PPC ads) are the advertisements you see when you do a search on Google. For example, if you search for “pizza coupons” you’ll see a number of ads at the top and sides of the page. Those ads are the result of a PPC campaign, and they’re actually the “buy” button that you can click on to visit the advertiser’s website.

Will the One With the Biggest Budgets Always Win?

It has always been like that and it probably always will be. It is quite natural for people to think that someone who is paying more for ads will have a higher ranking on the search results. That is true to some extent, but that’s not the only factor that Google considers. Google also considers the quality of your website and the relevance of your ads. This is what makes PPC campaigns so effective. Quality and relevancy are the most important factors.

Is It Fair?

Yes, it is. Why? Because looking at it from an “internet user” perspective, it’s completely fair. Furthermore, since Google is a free service, it can only generate money by providing ads. So it seems fair to me that I can pay to get my ad out there and people can choose whether or not to click on it.

How to Remain Ethical When You Do PPC Advertising

Be Authentic

So how do you compete with big businesses if you don’t have a big budget to throw millions of dollars into a campaign?

The trick is to stay true to yourself and remain authentic. For example, if your ads are great, you can earn the trust of potential consumers by using the content marketing strategy.

Improve Your Relevancy

Just because you have the money to do a campaign doesn’t mean that your ads will be effective. For example, if your ad is completely irrelevant to what people are searching for, then you won’t get good results.

It is important to ensure that your ads are relevant and that you have met the searcher’s expectations. This can be done through personalized messages and video ads.

Focus on Customer Relationships

When you do a campaign, it is important to understand that your goal is to convert the traffic into customers.

You can only do that by building a relationship with them and providing them with great customer service. This requires a lot of work and some may find that it is not worth it. It takes a lot of dedication and hard work, but the results are worth it.


There are many ethical implications in online marketing, particularly in PPC advertising. Ultimately, though, the key to any successful campaign is the relevance of your ads and the quality of your website. A reputable digital marketing agency can help you with that. 

Discover My Business is a trusted digital marketing company in the United States that can help you with PPC advertising and other strategies. Contact us today to know more about the services we offer!

Hope this helps. Please let us know if you have any other questions in this regard, we’ll be happy to assist further!

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