Pay per click advertising or PPC is a form of advertising where a company is charged by how many people click on their advertisement. For example, if a company places their advertisement on Google and that advertisement is clicked by 100 people in a day, they would pay Google more than if the advertisement was only clicked by 50 people. Pay per click advertising is a cost effective form of advertising, you are only paying when your advertisement is being used. Using this form also gives you a good understanding of how well your advertisement is doing, and whether or not you need to reconstruct your advertisement to attract more attention.
The key to effective pay per click advertising is having the correct key words within your advertisement. Whenever someone types a key word into a search engine, it comes up with all the sites on the web that are relative to that key word. By incorporating the correct key words into your advertisement you will have the greatest chance of appearing on the results page of searches which are relevant to your product or service. For example, if you managed a grocery store and you created a pay per click advertisement you would want to incorporate key words into your advertisement and web page that people would use to search for it. Such words could be produce, vegetables, fruit, or even check out.
By utilizing pay per click advertising and creating effective advertisements companies will be able to get the best “bang for their buck”. Using an advertising medium like this though can be risky for organizations. Companies can spend a lot of money tailoring their advertisement so that it will appear on search engine results page. If their landing page is not effective then the customer will just click the back button and see if your competitors ad is any better at informing you about and eventually purchasing the product. If for instance your landing page takes the customer to an inactive site they will just press the back button, you lose sales and get stuck with the cost of them clicking on the ad.
