MARKETING STRATEGY : Pay-Per-Click Marketing

Pay per click (or PPC) is an Internet advertising model used on websites, in which advertisers pay their host only when their advertisment is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market. Content sites commonly charge a fixed price per click rather than use a bidding system.

Websites that utilize PPC advertisments will display an ad when a keyword query matches an advertiser's keyword list, or when a content site displays relevant content. Such advertisements are called sponsored links and/or sponsored ads, and appear adjacent to or above organic results on search engine results pages, or anywhere a web developer chooses on a content site.

Although many PPC providers exist, Google AdWords, Yahoo! Search Marketing, and Microsoft adCenter are the 3 largest network operators, and all three operate under a bid-based model.

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