Whitepaper: Understanding PPC
Sometimes referred to as paid search advertising or search marketing, PPC is a method of online advertising used by Internet search engines, networks and content sites, such as blogs, in which businesses can display ads that appear alongside the results of Internet searches.
Thus, when a consumer conducts an Internet search, say for a particular type of digital camera, he or she will see advisements from a variety of related merchants. The beauty of this marketing model is that the advertiser pays only when a consumer actually clicks on the ad and, thus, through to his or her business’s Web site. In this respect, the customer can be considered a pre-qualified lead, since he or she has already shown interest in the product, first, by typing in the search term and, second, by clicking on the advertising link.
Because of its proven effectiveness, this form of advertising is rapidly growing in popularity among businesses both large and small. It is projected to make up nearly half of total spending on digital advertising over the next few years.
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