Pay Per Click (PPC) is a type of Internet advertising that lists your site in a designated “sponsored sites” area within the search results in response to a query using your pre-determined keywords. You then only pay when someone clicks on your link, taking them to your site. The most popular program offering this type of online marketing is Google AdWords. The benefit of this type of program is that you only pay for traffic that ends up at your site. Other SEM programs charge you if your ad is viewed whether or not you receive any traffic. Also, the cost and time to set up a program like this is quite minimal compared with other Internet marketing options.
A PPC campaign can be a great compliment to a natural optimization campaign, bridging the gap between the SEO work and its results. It can also be a great way to boost visibility during seasonal sales periods. The key to any SEM campaign, but particularly a PPC campaign, is establishing goals and parameters before hand. For example, what is a click to your site worth? Establishing a targeted ROI and making PPC decisions based on those guidelines will ensure that you get the most out of this potentially effective advertising outlet.