Pay per click advertising, or PPC for short, is a form of digital advertising in which an advertiser pays a search engine — such as Google, Bing, or Yahoo — to appear in a prominent location on a search results page.
PPC is often used in tandem with SEO services to bolster online presence outside of social media. Web developers tend to love PPC because, unlike SEO, it is instantaneous: as soon as an ad starts running, it will be displayed in a prominent location. Of course, the up-front cost of PPC is higher than the cost of SEO.
Pay per click advertising works by charging advertisers a fee for each time someone clicks on their ad. The fee is primarily based on the amount of competition for clicks on that results page.
The more businesses competing for clicks, the higher the price. We always set budgets for our ads to make sure that cost per click doesn’t exceed our clients’ threshold.