Pay per click, also known as PPC, is an advertising model on internet search engines used to direct traffic and target users to websites. Businesses are using PPC so that their websites sit above their competitors, attracting users who click on the first advert placement on the list. Search engines charge a cost per click (pay per click) for these services and advertisers typically bid on relevant keyword phrases that are important to their target market.
Many online brands use PPC as a powerful digital marketing campaign to drive visitors to their websites. There are various types of PPC, all of which aim to be a strong marketing tool to fight against competitors in the market. Websites that operate PPC ads will display an exclusive advertisement when a keyword query matches the advertiser's keyword list. These advertisements are called ‘sponsored links’ or ‘sponsored ads’, and appear adjacent to, above, or beneath organic results on search engine results pages.
The PPC advertising model can be open to abuse through click fraud, although now Google and others have implemented automated systems to guard against abusive clicks by competitors.
Pay-per-click is used to assess the cost effectiveness and profitability of internet marketing. Clicks are a way to gauge attention and interest in the market. Inexpensive ads that few people click on will have a low cost per impression and a high pay-per-click. If your main purpose of an ad is to generate a click, then pay-per-click is the preferred metric. Once a certain number of web impressions are achieved, the quality and placement of the advertisement will affect click through rates and the resulting pay-per-click. PPC can also be used on social media sites where display adverts are shown to target audiences who may have an interest in that industry.
At SEO Organic we manage PPC campaigns for a nominal monthly fee. We have had very good success with PPC campaigns and use it as another form of internet marketing along with our SEO services.