What Is PPC?

PPC is Pay-per-click. Here’s a quick way to generate traffic through the search engines: Pay for it. Pay-per-click (PPC) campaigns provide a shortcut to search engine traffic, and many companies, particularly large companies with large marketing budgets, are going directly to PPC and bypassing the search engine optimization stage totally.

If you use PPC advertising, you’ll pay each time someone clicks on one of your ads. As you can see, many of the search results on these pages are actually ads. They are placed mainly based on pricing. (Google AdWords, as their PPC ads are known, is a special case, as I explain in a moment.) In other words, rather than going through all the trouble of optimizing your site and getting links from other sites into your site. You can simply buy your way to the top of the search engines! Maybe.

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