Pay Per Click

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What is Pay Per Click? (PPC)

Pay Per Click (PPC) is an internet advertising model used on search engines, in which advertisers display ads using keyword phrases relevant to their target market. Advertisers pay only when their ad is clicked. These keyword based ads (usually labeled as sponsored ads) appear in the first two or three positions of a search results page and/or in a column on the right side of the screen.

Although many PPC providers exist, Google AdWords, Yahoo! Search Marketing, and Microsoft AdCenter are the three largest networks. All three use bid-based model. Cost per click (CPC) varies depending on the search engine and the level of competition for a particular keyword.

PPC ad rankings and cost are based on multiple algorithms factor, the highest search queries, the highest bid amounts for the specific term, the highest number of clicks, the keyword relevancy as compared to the landing page (quality score) and the keyword relevancy of the ad to the user’s query.

A professionally managed PPC campaign will allow you to drive targeted traffic to your website while easily managing budget constraints and yielding the best results and return on investment (ROI). PPC advertising also provides a strong complement to natural (organic) search engine optimization efforts. Whether your objective is short or long term, a focused and well planned PPC strategy will mean the difference between a profitable advertising campaign, and a painful unprofitable one.