Introduction to Pay Per Click

Pay Per Click (Cost Per Click)

Pay per click (PPC) is an Advertising technique where Advertisers pay when a user actually clicks on an Ad (which can be a TEXT Ad, an Image Ad, a Banner Ad etc..) to visit the Advertiser's website (the page which is commonly called as the LANDING PAGE) which usually consists of the Sign Up or Submission Form.

Advertisers bid on keywords a product or service. When a user types a keyword query matching the Advertiser's keyword list, or views a page with relevant content, the Advertiser's Ad may be shown. These Ads are called a "Sponsored link" or "sponsored Ads" and appear next to, and sometimes, above the natural or organic results on search engine results pages, or anywhere a webmaster/blogger chooses on a content page.

Pay per click Ads may also appear on content network websites. In this case, Ad networks such as Google Adsense and Yahoo! Publisher Network attempt to provide Ads that are relevant to the content of the page where they appear, and no search function is involved.

Actual cost-per-click (CPC) is the amount the user will actually pay for a click on advertiser's ad. The AdWords Discounter automatically gives the lowest possible price in order to maintain the ad's position. The actual CPC will be equal to or less than the CPC bid specified for ad group or keyword. There are a few more concepts as Average CPC & Maximum CPC, which are self explanotary.

PPC can be categorised into - SEARCH & CONTENT

In Search or Sponsored Match the listing is displayed on the search engine itself. Whereas Content Match features ads on publishers site, newsletters and emails.