Pay Per Click (also called PPC, search engine advertising, or sponsored links) are all search engine advertising and promotion campaigns. In Pay Per Click, you only pay when a user “clicks” on an ad and visits the web page. Otherwise, even if the ad appears billions of times, you don’t pay anything.
There are two types of networks for displaying PPC ads:
- Search network: these are the sponsored links (text ads) that appear in the right column of the search results. These ads are related to the words that the user has entered in the search engine.
- Content network: These are sponsored links (text ads) that appear within web pages. These ads are related to the subject matter of each page.
One of the most important points for a successful PPC campaign is the text of the ads. Besides attracting the attention of users, it will also mean a better level of quality of the ad, and thanks to this it will appear more times and in better locations within the group of sponsored links, since the system rewards the ads that have a better percentage of clicks, and punishes those that fail to attract the user’s attention.
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