Pay Per Click Advertising

Pay per click advertising, or paid search refers to a search marketing campaign based around bidding for keyword phrases on a search engine.  Known as sponsored links on Google, this sometimes is known as pay for placement or paid search.  A PPC campaign will ensure your web site will be seen, when your keywords are searched for.  You only get charged, when a visitor clicks on a link. PPC can also context based, whereby an PPC ad will appear beside related content such as in an article, blog or video.

PPC click fraud also needs to be taken into consideration.  Click fraud is fraudulent activity by a visitor whose sole intention is to get you charged for the click.  It is estimated that 10-20% of pay per clicks are fraudulent or by a returning visitor who has not bookmarked your website.  Although the various search engines look for this on your behalf, you can assume that they will not be near as vigilent as we would be. An effective PPC search campaign will include marketing ROI so that you can determine effectiveness.