In contrast, with pay-per-click (PPC) your goal is to pay for placement by competing with other advertisers for ranking within the sponsored results section of search results. There is no charge when someone clicks your organic listing, but you are charged every time someone clicks your PPC listing. PPC listings are typically designated as sponsored listings and appear above and to the right of the organic results.
Regardless of your SEO success you should also use PPC as a primary method to promote your Web site.
If you think of the search results page as a piece of real estate, a powerful strategy is to get your Web site onto that piece of property as many times as you can.
The largest and most popular PPC advertising platform is Google AdWords, but competitive platforms are available through Yahoo Search Marketing and MSN adCenter.
The most common form of targeting is geo-targeting, which allows you to display your PPC ads in specific geographical regions. It’s especially effective for regional businesses and can be used as a strategy to test various regional markets.
Another popular form of targeting is called dayparting, which involves showing you PPC ads only during specific times of the day or week.
Writing effective ad copy means using compelling language that separates your ads from the competition, entices people to click, and contains a high conversion rate.
Keep in mind that you will be charged for all clicks in real time.
