WHAT IS PAY PER CLICK (PPC)?
Pay Per Click or PPC is a key marketing option for any Internet based business, but what exactly is it?
THE BASIC PREMISE
The term PPC covers all adverts which are placed on websites by advertisers who are then charged an amount each time the ad is click on by a website visitor.
HOW DOES IT WORK?
PPC works by selecting a series of keywords for which you would like an advert to be displayed on when a search is made, you then enter an advert title and some text.
The important next step is to select how much you are willing to pay for each click through. Setting this maximum click price determines which position in the 'Sponsored Results' section of the search engine results pages you will appear in.
Setting the bid prices too high will quickly eat up your advertising budget, whereas setting too low will not get you any visitors. Managing this process is where PPC management services prove their worth.
GOOGLE ADWORDS
People often use the term 'AdWords' and PPC interchangeably because the undisputed main PPC vendor on the Internet at this time is Google AdWords.
It is the number 1 choice because the Google search engine has such a large market share that the adverts display next to the natural search engine results draw far more clicks then the adverts on any other search engine.
Google also allow website publishers to place some code on their websites which then displays relevant AdWords adverts and the website owner gets a share of the profit from people clicking on the ads. This program is called Google AdSense and all AdWords advertisers have the option to use or opt out of this feature.