An Overview Of Pay Per Click (PPC) Advertising

4 mins read

The Internet is open to a world of advertising methods that allow businesses to be competitive in their respective industries. If you are trying to find a way to boost your website’s visibility, a great way to do this is through pay-per-click advertising. Pay-per-click (PPC) was first introduced around 2002 and has become an effective way for companies to broaden their customer-base. Companies all over the world are investing money into PPC advertising; it helps them to gain valid advertising space with their target customers. Here is a brief overview of the PPC world and how it works.


There are two basic ad forms with PPC. First, there are the ads that you pay for to appear in the organic search engine results. So when a customer types in a specific keyword, your ad will appear if you are paying for that keyword. Most people are familiar with the PPC ads that appear in the search engine results. These often have a limited number of characters that promote a product or a brand. Second, the other PPC ad appears on blogs and other websites where you are paying to have the ad appear. The content on the website will normally match your niche market, making it easier to show your ad to new customers. There are also larger banner ads that appear on websites, and are used for keyword-targeted campaigns. People often respond to the image content ads because a picture can easily communicate a larger message to the customers than a few words can offer.


Keywords make PPC thrive. Keywords help to target the right audience and allow your company to increase the conversion rate with the proper use of the keywords. You need to use the right keyword research tools to gather the keywords that will help improve the rankings for your ads and website. You can use broad search term keywords, or you can narrow them down to a niche market. The more you narrow down your list of keywords, the easier it will be for you to reach your target audience.

Paying for PPC

Some companies spend thousands of dollars bidding for keywords and gaining higher rankings. Other companies find that it doesn’t need to be this complex and instead, they focus on using the keywords they know they can afford. There are many differences with keywords, which can make it interesting for smaller companies hoping to compete with larger companies.

Set limits on your PPC advertising budget so you don’t end up spending too much. You can set up a budget to pay per click or you can set a daily limit. The popularity of the keyword plays a large role in how much you will pay for keywords. You can also set up a time-frame for how long you would like the ad to appear in the search engine results. The more you can afford to pay, the more visibility your ad will achieve. The other advantage of PPC advertising is that you can always pause or cancel the campaign at any time.


Milton Pratt writes on SEO, internet advertising, mobile phones, computer software, gadget accessories such as the kensington ipad keyboard case and other related topics as well.

Image credit goes to carpoole.