What is “Pay Per Click” (PPC) advertising?
In traditional advertising, you pay a fee per insertion. In other words, for a fee, a newspaper, TV station or Radio station will run your ad a certain number of times (or “insertions”) during a certain time frame. But there’s no guarantee that anyone will read, hear or see your advertisement.In contrast, Pay-Per-Click advertising appears on search engine results pages when you search for a certain keyword combination (such as “Houston Lawn Care” or “Los Angeles Chiropractor”) When a web surfer expresses interest in your service by clicking on your Pay Per Click ad, you are charged a small fee. If no one clicks, the PPC provider does not charge you. This is a results-based form of advertising rather than an exposure-based form.
