What Is PPC?
Pay Per Click is an internet marketing technique that is used primarily to direct traffic to a certain website. The advertisers pay the website owner (if on a site) each time the ad is clicked on. Where search engines are involved usually advertisers pay a particular amount to bid on a certain phrase relevant to their target audience. Privately owned sites usually choose to charge a fixed price per click rather than using a bidding system which is more common with search engines.
Pay per click implements on an affiliate model which provides opportunities wherever people are browsing online. It offers financial rewards (usually a percentage of the total revenue) to affiliate partner sited. The affiliates provide click through to the site hoping to make a sale. Pay per click is a performance model and variations include revenue sharing models, banner ads and banner exchanges.
Sites that use PPC ads will show the ads when particular keyword queries match the advertisers selected keywords. Often ads will pop up when a site shows relevant content. These PPC ads are often referred to as being sponsored links and they show up above organic search results, as well as on sites which have a relevant theme.
PPC service providers include Google AdWords, Microsoft adCenter and Yahoo! Search Marketing. These are the three biggest providers and they all operate on a bidding system.
PPC advertising models are often left open to internet fraud and so-called click through abuse. Google has implemented an intelligence system to try to combat the risk of abusive clicks from corrupt web developers but nothing is completely secure as new scams can occur each week.
Undertaking a job in PPC involves lots of attention to detail as often large amounts of money are spent.