Definition of Pay Per Click (PPC)
PPC is typically paid for text advertisements, like an old classified advert, that appears on search engine results (Google, Bing, Yahoo). Nowadays advertising channels have grown to include video sites and maps (e.g: Google, YouTube, Google Maps).
It is called pay-per-click as the advertiser pays the portal they are advertising on for each click-through (visit / session) to a website. For advertisers, they use it is a way to push traffic to a website using a landing page. The person clicking through is often enticed to do something e.g: buy a product, sign up for an offer, donate money, apply for a job.
PPC used to achieve more goals when companies are operating in a crowded or highly competitive market place. Advertisements have a variable cost which is related to a lot of factors related to how the portal interprets the advertiser’s web presence and trust. The advertiser chooses a preferred position e.g. 1st, 2nd, 3rd for a term and how much they are prepared to pay, per click, per word or phrase they use.
PPC is usually a strategy used to gain or maintain prominence in search engines. It is often used for terms which the advertiser might not rank so well for with organic search (via SEO). Sometimes a campaign may use terms relating to a particular social profile that the advertiser is aiming for. This phrase may trigger an advert and they wish to make public i.e: best telephone deals for young doctors .
PPC’s main advantage is that the advertiser can choose pay to be first in paid for search results to gain momentum.