Pay Per Click (PPC) As you build your search engine optimization program, Pay per click (PPC) can be a great way to add search engine traffic. PPC is a form of advertising that allows you to place an advertisement on the search engine results page (SERP), on websites/blogs, or advertising networks. Typically, you see these ads of the top, right, or bottom when you perform a search through a search engine. You may be able to identitfy them as they are typically labeled as: Sponsored Listings, Paid Listings, or Sponsored Links.
Pay per click campaigns are initiated as advertisers indentify target keywords that they believe consumers will use when searching for their product or service. Secondly, advertisers will bid on ad placement among other advertisers. Tracking and experience can become crucial, as adjustments are being made to bid as keywords to ensure optimal success.
These advertisements are referred to as Costs Per Click (CPC), which means advertisers only pay for visitors to the website that actually clicked on the ad. This system can ultimately lead to abuse through click fraud, however, companies such as Google have implemented measures to prevent this.
At this point, the largest network operators are: Google AdWords, Yahoo! Search Marketing, and Microsoft adCenter. The CPC can vary between each network operator due to the differences in the amount of searches and demand. Currently, there are still clicks that can be purchased for as little as $.01
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