The PPC Concept Briefly Exposed

Pay Per Click promotion is the most popular and effective method of advertising goods or services on the internet.  Under normal conditions, PPC involves promotion appearing on distinct web pages and on search engine results pages. An advertiser creates what is most commonly a two or three line text ad which is subsequently displayed on website pages and search pages which present targeted results to the individual searcher or site user.

While someone who is viewing the results page or the site on which the advertising is featured clicks on that ad or banner, they are immediately redirected to the web page that the advertiser wants to show them. Therefore, because this click on their ad has allowed the advertiser to present their sales or landing page to that visitor, they pay every time someone clicks on their advert.

The amount that the individual advertiser pays for each click depends on many factors and is in particular dependent upon how much they are willing to ‘bid’ to have their advert displayed. This is because the position on the page where an individual ad is shown is mainly decided by how much the advertiser behind it is willing to pay for that position in an auction-like bidding process.

There are many different PPC advertising companies who place adverts all over the internet, but with minor variations, most of the PPC advertising networks work in a broadly similar way.  The advertiser chooses a keyword term or phrase that best describes or refers to the product or service that they are advertising and construct their advert around this phrase.

The online advertising agency through which they place their adverts then ensures that the ad that they have just created appears on websites and search results pages that best match the particular term around which the advert was created.  For example, if an advertiser is selling green widgets, then the primary keyword phrase around which they are going to build their advert is going to be something that mentions ‘green widgets’.  Consequently, the next time someone searches the internet for information about green widgets, it is this particular advert that is likely to be shown to them assuming that the advertiser has paid enough for the advert to appear on the first search results page.

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