Pay per Click (PPC) campaigns are advertising campaigns that run on search engines results pages. These are also known as search engine advertising in which payment is based on the number of times the ad is 'clicked' from the results list. You bid the amount of money you are willing to pay per click for each. The one with a greater bidding amount receives the top position in the list. It allows you to choose keywords you would like your ad to appear for when a search is performed. PPC campaigns are positioned at the top and right hand side of the SERPs. They are two-three lines of keyword rich text advertising campaigns that are linked to any page on a website where advertiser want visitors to land. PPC Services is another mode of online advertising where the media is sold only on clicks not on impressions or actions taken.
Many search engines run PPC campaigns, but the major players are Google, Yahoo, MSN and AltaVista. Small search engines like FindWhat and Sprinks offer directly paid placements. The link position is directly proportional to your bidding amount. The logic is simple - the more you bid the better position you will get and effectively will receive maximum click through. Google AdWords is different. They allow user opinion on how relevant and well-targeted ads for each keyword are by counting the CTR (Click through Rate) as a percentage and multiplying that by your CPC (Cost-Per-Click) to determine the rank of the results. Popular portals and search engines usually combine PPC listings with unpaid listings to ensure any given search produces sufficient paid and non-paid results. Typically, non-paid listings are provided by algorithmic search engines such as Inktomi, Google, FAST, AltaVista or Teoma.
PPC is a quick and cost effective advertising method if you know how to use it to your advantage. With a small investment you can get targeted traffic to your website right away. Generally it takes 5-6 months for search engine optimization of any site, while PPC campaigns can be set up in 5 minutes and you get your ad at the top of SERP. PPC campaigns can also be executed during the SEO process for greater traffic generation. While setting up any PPC campaign, bidding on the right keywords is the most important consideration. The ad must be attractive, persuasive and the linked page must be informative enough. The bidding price varies from keyword to keywords. Bids on some keywords might touch sky high whereas some might be very low. So biding on the particular keyword depends on your perception and experience.