Pay per click is advantageous in that anyone can immediately rank on the search engines, achieving instant visibility, by paying for a sponsored link. A solid strategy can be to implement both a search engine optimization campaign and pay per click marketing. Typically a properly constructed SEO plan can deliver greater results for a lower cost than pay per click advertising.
Pay per click (PPC) is a form of Internet advertising used to generate traffic to a website. Advertisers pay when the ad is clicked. Ads are typically text based and advertisers bid on keywords relevant to their target audience. Campaigns can be activated in as little as a few days and are easy to implement.
Cost per Click (CPC) is the amount paid by advertisers to search engines.
Pay per click (PPC) advertising allows you to set your budget and what you want to spend over any given length of time and you only pay for traffic achieved from clicks.
The top positions typically receive the highest amount of traffic. Being first does not necessarily mean you will have a lower click through rate.
Results are easy to track and measure. Search engines provide code to gather data and analytics to track multiple campaigns. Conversion tracking code placed in your checkout (if you have a shopping cart) enables you to track the cost per conversion, and return on investment, for your highest cost or clicked keywords.
Ads appear when a keyword search is performed and matches your ad and keywords. Cost per click varies depending on the competition for a particular keyword and the search engine. Bid-based PPC allows advertisers to set a maximum amount that they are willing to pay for a given location. With an open bidding system whoever bids the highest gets the highest position, though there are sometimes more factors than just your bid taken into account.