Pay-per-click aka PPC, Adwords, paid search is a web platform for advertising and is used to target searches using specific terms driving carefully targeted traffic to their sites. PPC is a proven “service” that is integrated into search engines, which allows advertisers to place specific bids on keywords and phrases. The keywords and phrases chosen are related to the services or product being offered by the advertiser. Then the marketer is charged a set fee when the searcher clicks thru to their site – and thus the term PPC is born.

When websites are concerned in pay-per-click advertising, an advert will display on the site when a user searches for keywords the advertiser has selected, or when a website displays content that’s related to the keywords and phrases chosen in the campaign. Adverts that show in the search engine are known as “sponsored advertisements” or “sponsored links,” and are usually positioned above or alongside organic search engine results.

Numerous PPC suppliers exists in which advertisers can choose from, which includes: Google AdWords, Microsoft adCenter, and Yahoo! Search Marketing. These three suppliers are among the most important providers of PPC services, with Google AdWords dominating a big share of the PAY PER CLICK market share.

Cost per click (CPC) is the cost that the advertiser pays to search engines, Internet publishers, or other suppliers of PPC, for each ad click that brings a visitor to the advertiser’s product or web site. The CPC of a campaign depends on several factors, including the particular search engine, and the quantity of competition for a particular phrase or keyword.

When organizing a PPC campaign it is important to first decide on a budget for the campaign. Pay-per-click can get expensive, particularly for a beginning user that does not yet understand how to setup and manage a campaign. Choosing a budget for your campaign will provide help in selecting which search engine to use for advertising, since the cost can change significantly from one search engine to the next. The price to start a Pay-per-click campaign varies dependent on the search engine used, and usually needs a deposit of funds to get started. Many PPC search engine management corporations create vouchers which permit incentives such as matching of pay per click funds deposited, and
discounts that can be redeemed for money value when starting a new campaign.

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