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Pay Per Click ( PPC ) - What is it ?
Definition : Pay per click, or PPC, is an advertising technique used on web sites, especially search engines. Pay per click advertisements are usually text ads placed near search results; when a site visitor clicks on the advertisement, the advertiser is charged a small amount. Variants include pay for placement and pay for ranking. Pay per click is also sometimes known as Cost per click or CPC.
Pay Per Click is a good way of driving traffic to a web site for keywords or phrases that the sites isn't highly ranked for in that search engine. It's also a good way to test new keywords.
The drawback is Pay Per Click, you pay for every single click usually by bidding for the keyword or phrase. So it is vital that you are targeting the right phrases for your market or PPC can cost you a lot of money for clicks that are not going to generate sales.
The most well known of the PPC programs out there is Googles 'Adwords', closely followed by Overture. Both of these major PPC engines distribute your listings across a vast array of search engines and content related sites, to give you the most coverage across all sites.
Pay Per Click is a powerful medium to get your site seen until you have it prominent in the SERP's, but remember PPC is costing you for every click, so a structured SEO package for your site is still required in the medium to long term to bring you 'Free' traffic to your site.