How does a PPC advertising campaign work?
You write an advertisement, select the search keywords that you want to trigger your ad, pick the area where you want your ad shown, and set a budget. You then pay each time a user clicks on your ad and visits your website. The amount you pay for each visit cannot exceed the maximum bid you have set. Take this process, apply it to a large number of keywords and ads specifically designed for those keywords and you have a basic PPC campaign. Conceptually, it’s pretty simple. However, it’s difficult to do well.
