PPC (pay per click), sometimes called cost per click, is a cost-effective method of online advertising where ads are displayed on search engine results pages. PPC ads stand out from the organic search results and get noticed by the people searching for products and services like yours.
How does PPC pricing work?
When you use PPC, you pay only if someone clicks on your ad. PPC pricing is determined by a process called an ad auction. When a user enters a search term, the search engine finds all of the ads whose keywords or phrases closely match the search term. Then, ads that don’t target the location or language are removed from the auction and the remaining ads are displayed in the search results. An ad’s placement on the page depends on the advertiser’s bid amount, the quality of the ad and website, and how closely it matches the context of the user’s search. The ad auction is repeated with every search and the results are different each time, based on the search terms and the advertisers competing when the search is entered.You can control costs by setting daily bid budgets for your campaign. In general, higher bid budgets result in your ad being displayed in a higher position on the page, but remember that the relevance of the ad and your landing page also contribute to the PPC ad placement.For more information on how to set up a PPC campaign with Google AdWords, see Show ads on the Google Search results page on the AdWords Help website.