PPC, aka pay-per-click, is when you pay for visits to your website or landing page, instead of earning those visitors organically. Yup, basically paying to play.
Advertising on search engines is the most popular form of PPC. In an auction-style format, you can get your ad placed in the sponsor link section when someone searches with a related keyword. As the term pay-per-click denotes, you pay for each time your ad is clicked, and a visitor is sent to your site.
There is a lot that goes into a successful ad. You have to research and choose the best keywords, ensure they are organized into ad groups in your campaign and have optimized landing pages (yeah, you just can't send them to your homepage - sorry). And if you do all this and do it well, you will be rewarded. What is the reward you ask? Well, you will pay less per click….who doesn't want that?
So if you are going to get into the PPC game, and let me tell you it is not right for every business depending on their goals and current results; you need to make sure you do it right.