What Exactly is Pay Per Click Advertising?

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Simply put, pay per click (PPC) is a form of advertising that allows companies to get in front of customers who are using a search engine (such as Google or Bing) to find their product or service.

As the name suggests, companies using PPC only pay for their advertisement when their ad is clicked on. Companies purchase advertising space in search results by bidding on keywords and keyword phrases consumers might type into search engines.

For example, let’s say you’re a consumer searching for a great daycare provider in Los Angeles. You might type the phrase “best daycare in los angeles” into a Google search. The results page looks something like this:

The three results at the top, as well as the results in the right column, appear due to pay per click campaigns.

If you were to click over to the second page of the results, you’ll notice the ads change:

The closer you want to be to the front page, the higher the bidding becomes. The bid also increases based on the popularity of the search word or phrase in which you’d like your pay per click ad to appear.

The closer you are to the first page of a Google search result, the greater the likelihood your ad will be clicked on. But it’s no simple task to get the most bang for your buck with pay per click. Which is why knowing how to run a pay per click campaign—and analyze its results—is best done by professionals whose job it is to maximize pay per click ROI for their clients.

Sleight Advertising and Online Marketing offers PPC to companies of all sizes and services. Utilizing strategies to fit your goals and budget, we can help get you get new leads through PPC, as well as many other online marketing services necessary to get your online presence into fighting form.