Pay Per Click (PPC) is an Internet advertising model used on search engines, advertising networks, and content sites, such as blogs, in which advertisers pay their host only when their ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market. Content sites commonly charge a fixed price per click rather than use a bidding system.
Websites that utilize PPC ads will display an advertisement when a keyword query matches an advertiser's keyword list, or when a content site displays relevant content. Such advertisements are called sponsored links or sponsored ads, and appear adjacent to or above organic results on search engine results pages, or anywhere a web developer chooses on a content site.
PPC Advantages:
- You get instant results. If you advertise your website on pay per click search engines, then you will get traffic now and not several months later.
- PPC ads are perfect for time limited offers such as holiday sales.
- You can stop PPC ads at any time.
- PPC ads make it easy to test different keywords and landing pages.
- PPC ads also work with websites that are not very well designed and wouldn't get good search engine rankings.
- PPC ads allow you to bid on a large amount of keywords, including misspellings and other keyword variations that you cannot put on your web pages.
PPC Disadvantages:
- PPC advertising can become very expensive if you bid on the wrong keywords or if you don't calculate the maximum bid price correctly.
- Click fraud can be a problem. Not all clickers are potential customers.
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