Pay per click or PPC are paid ads on SERP’s.
First, the SERP is the Search Engine Result Page, or SERP for short. Every search you will notice that there are advertisements at the top and to the right of the search results. Most people have learned to read around the advertising, just like we read a newspaper, and that is why for Web Atlanta the advertising is only a stop gap measure while our organic campaigns have time to reach fruition.
In addition to Google, Yahoo and Bing search results or paid ads, there are content networks which you might have seen as Ads by Google in many sites. You pay when somebody clicks on your Ad. These are generally ineffective for all but the largest multi-million dollar buzz campaign.
Pay per click (PPC) is an advertising system offered major search engines for their search results pages. The advertisers bid on keyword phrases relevant to their business. The bid amount is deducted when an ad is clicked by the consumer. Every PPC ad is related to a set of keywords or search phrases or specific, general, broad or single search phrase or keywords. So when you join to the PPC system you have to choose one or more keywords or search phrases related to your business and related to your website. Only those websites that have already participated in a PPC network will show up when your ad’s keyword match the content of a search. Further the search engines match the ad content and the landing page to yhe search topic. Then your advertisement(s) may show up in sponsored ads.
When a search phrase matchea your PPC ad to the keyphrase or keyword search phrase your Ad will appear adjacent to or above organic results on search engine results pages. Such advertisements are called sponsored links or sponsored ads, and appear adjacent to or above organic results on the SERP. The higher you bid for a keyword, the more likely you can show highly on the SERP. Better designed ads and landing pages can reduce the bid required for top ranking. PPC bidding strategies involve acheiving higher ranking and PPC bidding A-B testing can be used to measure the amount which you want to spend and the effectiveness against a chosen set of keywords, landing page design and ad design. When a visitor clicks on your Ad in search network or content network it’s called CPC or Cost Per Click.