What is Pay Per Click Advertising?

Pay-per-click (PPC) advertising is an effective advertising strategy that helps to drive traffic to a Web site. There are many different types of PPC campaigns and strategies that a business may employ, depending on the specific business, industry, budget, and goals. PPC campaigns can not only improve a Web site’s SEO, but they can also help to drive the right kind of traffic to a Web site, which may improve conversion rates for an online business.

Here’s a general overview of how PPC advertising works:

When a business wants to create a PPC advertising campaign, the business will need to determine what keywords are relevant to the business. For example, a business that sells gift baskets may focus on keywords such as “chocolate gifts,” “gift baskets,” “care packages,” and other related keywords.

Once a business has determined what keywords are most appropriate, the business will need to use a PPC provider, such as Google AdWords or a private online advertising company, like us, to set up a PPC campaign.

The business will need to determine a monthly budget during this process. In some cases, the business will need to have banner ads designed to be placed on Web sites. In other cases, PPC campaigns will be simple textual ads that the business will need to create in order to interest Web users.

After the PPC campaign is in effect, hyperlinked advertisements for the business will appear on relevant Web pages. For example, if an article about gift baskets is published on a Web site, then a hyperlinked PPC ad may appear to the business that sells gift baskets. Publishing PPC ads on relevant sites helps to increase the likelihood that the people who click on the ads are genuinely interested in the advertised product or service.

Business will then pay the advertising company each time someone clicks on their ad and is directed to their Web site, hence the term pay-per-click.