Develop a Cost Efficient and Lean Pay Per Click Campaign!  
The Internet is likely the best thing to ever happen to marketers. Advertising has never been so easy. With multiple options and pay methods available, there is an advertising model to fit anybody's needs. One of those models is known as pay per click advertising, which is often abbreviated as PPC.

Pay Per Click comes in two distinct flavors. Yet, before we venture into that territory, a question must first be answered: just what exactly is pay per click?

Pay Per Click is an advertising model used by content sites (such as blogs), search engines, and advertising networks where payment is only given for clicks on the ad. Rates for clicks can be determined in a couple of ways, but one thing remains true: views are free. Payment is only given if ads are clicked, making this model more attractive than the pay per view model, where one has to pay every time the ad is seen.

There are two forms of pay per click: flat rate PPC and bid based PPC. With the flat rate model, prices are predetermined by the advertiser, often known as the CPC (cost per click). Generally, one advertising network will offer several options, and it is possible to negotiate for lower rates if one commits to a long term arrangement.

Bid based PPC, on the other hand, generally works in a completely different way, and it is this model that is used by search engines and most large sites utilizing the PPC model. The sponsored links you generally see in a typical Google search were secured through this payment model. Bids are usually set up for certain keywords such as “automobile” and “engine,” and the more a particular business bids, the more likely it is that their ad will appear in searches or web pages containing this term. The more popular a search engine or website is, the more fierce competition is likely to be, and therefore the more expensive it is likely to be for a business's advertisements to be displayed on these sites or in these search results.

That is, in a nutshell, what pay per click is and how it works. So how can this help businesses, and why should a business choose the pay per click model over other models such as pay per view?

Pay per click gives more value per payment, as every click will bring potential customers to a business's website. As they have clicked the link, they are likely already interested in what is being offered by the business, and are more likely to purchase that product or service. Even those who end up not clicking on the ad saw it, and there is a chance that they will later remember the logo or catchphrase used in the ad, generating a bit of free publicity.

The ads are more targeted toward the desired audience, as they are likely to only appear on pages and searches related to a particular business. As the consumer is already looking at information related to that business's field, it is more likely that they will be interested in that product, which increases the potential for a sale. PPC can be a very helpful marketing tool, making a difference and helping any business find success.

It is that success that every business strives for. Pay Per Click marketing can get it there affordably.