Introduction to Pay-Per-Click Marketing (PPC)

The basic idea behind pay per click (PPC) is that you pick keywords and bid on how much you’d like to spend for each click that comes from someone searching for that keyword. For instance, perhaps you’ve decided that “tungsten wedding band” is a phrase that indicates a strong likelihood of purchase at your site. Using networks like Google AdWords, you could bid on that precise phrase, causing your ads to appear in one of the “Sponsored Links” sections listed at the very top and down the right hand side of search engine search results.

 You could also bid on less specific phrases like “wedding bands” or “tungsten jewelry”, but you’d probably find that those phrases converted significantly less often than something as specific as “tungsten wedding band”. If the price per click worked out financially, though, it would still be a good investment.

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