Pay-per-click (PPC) advertising – also referred to as cost per click (CPC) advertising -- is the leading method for generating online commercial revenue. The way it works is that a website publisher earns payment whenever a visitor to their site clicks on a designated link. Some basic information about PPC advertising follows.
PPC campaigns can be an effective way to drive traffic to your website and to increase online exposure.
Affiliate merchants also use PPC advertising, as a way to direct readers to their affiliate links. Sales and commission are earned by directing traffic to cost-per-action (CPA). This strategy is sometimes referred to as “PPC arbitrage” and can lead to big profits, if it’s used skillfully.
Even when people don’t click on your PPC advertisement, you are gaining brand awareness each time someone sees it.
Another benefit of a PPC campaign is that you control the traffic. Unlike a new website which requires time to establish ranking on search engine pages, with PPC, you can gain instant traffic.
With PPC listings, you have an opportunity to gain international exposure. Different geographical regions have varying organic search listings, and with PPC, you have control over where you’re advertisement shows up.
The PPC advertising medium has been plagued with fraudulent activity since its inception. Much progress has been made in reducing the amount of click fraud, but it’s good to be aware that click fraud is a problem.
Tracking a PPC campaign is essential as a way to determine which ad placements are producing the best results.
How many search engines offer PPC advertising? There are hundreds to choose from.