Pay Per Click Reference

A pay per click (PPC) ad campaign is a series of sponsored advertisements resulting from a search on a specific set of keywords. An advertiser may write pay per click ads and select keywords they believe will be used to search for their product/service by users of online search engines. An advertiser does not pay for the appearance of their ad in search results. They only pay when a user clicks on the sponsored ad. In addition, most PPC services have ways of detecting click fraud so advertisers are only charged for qualified clicks. Pay per click advertisers can set a budget to control their advertising expenses. Pay per click ads can also be positioned on websites which have agreed to display a service's ads. Pay per click services include advertising networks, search engines, and affiliate programs.

What a Pay Per Click Ad is Not

When the pay per click ads are displayed on a search engine, the ads are independent of the search engine's primary results (also known as organic results). Traditionally, the organic search results are displayed on the left side and take up a majority of the page. The search engine determines whether a web page is relevant to the search and returns the most relevant information in the primary results. As such, an advertiser is not charged if a user clicks on an advertiser’s website listing in the organic search results. These results are not related to the pay per click ads. In addition, buying ads from a search engine will not directly improve the search result rank of your website.

There are other options advertisers often get confused with pay per click ads. The first option is pay per impression. This is where the advertiser is basically paying for the number of times a publisher displays their ad. Whether users click on their ad or not, the advertiser pays each time their ad is displayed. Normally, the advertiser pays for ad views by the thousand. The second option is pay per action. Under this advertising format, the advertising service has the job of converting the offer of the advertiser. The advertiser only pays when the the service is able to get users to do the advertiser's action which could be any number of things.

Getting Started What is a Pay Per Click Ad? (You are here) Why Use Pay Per Click Ads? How Pay Per Click Works Create Your Pay Per Click Campaign Select Your Keywords Choose Your Keyword Matching Options Write Your Pay Per Click Ads Create a Landing Page Set Your Cost Per Click (CPC) Understand Your Daily Budget Improve Your Pay Per Click Campaign Improve Your Quality Score Improve Your Click Through Rate Improve Your Conversion Rate Increase Your Impressions Definitions & Commonly Used Terms Frequently Asked Questions

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