Pay per click (PPC) is the predominant form of Search Engine Marketing that is used to direct traffic to websites, where advertisers pay the publisher when the ad is clicked.  With search engines, advertisers typically bid on keyword phrases relevant to their target market.  PPC “display” advertisements are shown on web sites with related content that have agreed to show ads.

The ultimate goal of PPC marketing is to match people who are searching on keywords to the corresponding pages of your website that match their interests.  The advertiser typically only pays for those who actually visit their website, hence the “pay-per-click”.

Google AdWords, Microsoft adCenter and Yahoo! Search Marketing  are the three largest network operators, and all three operate under a bid-based model.  Each operator has its own strengths and advantages.

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.  Advertisers can have different keywords direct visitors to different parts of their websites to match the content to their specific interests.

While PPC advertising can be a very effective way to get qualified users to visit your website it can be extremely expensive if not implemented properly.  My team has the experience to help you to evaluate the alternatives to determine if these offerings can benefit you and help you to implement the most cost effective approach for your business.

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