It maybe possible that you cannot easily define pay per click, but you probably be aware of what sponsored links are. You will see these links on sites where you read articles, scan news clips or even download free photos etc.
PPC also known as PPC Advertising, Google AdWords. As the name implies, pay-per-click allows you to pay for ranking on a per click basis. Pay Per Click is paying a web site vendor for a visitor's click on an ad that sends them to your web site. Most of the vendors, largest being Google and Yahoo, do not charge you until the visitor actually clicks to your site. Position #1 is only a credit card swipe away. It is also much faster than SEO, taking anywhere from a day to five minutes to see results.
Like SEO, targeted keyword phrases are important. However, instead of optimizing website structure, you optimize a campaign. PPC offers precise control over all aspects of your search engine marketing including desired ranking, ad copy, the time of day your ads are available and a host of additional items.
Using a pay per click advertising tool, like Google AdWords, your ads can appear for keywords you select whenever someone conducts a search using your keyword phrase. PPC can lead to increased traffic for your website. You bid the amount you are willing to pay per click. The more you bid, the higher your ad will appear in the search engine results. Google has implemented an additional factor in where your ads rank that is based on the relevancy as well as importance that Google places on your site and that is very difficult to manipulate.
Regarding Keywords and Phrase Matching it is the purchase of positioning in the search engines at the top for certain keywords and phrases that you believe will bring targeted traffic to your site. There are complex ranking formulas that may not rely solely on highest bidder gets highest placement, but that's the normal method. Again, no payment is made until the visitor clicks to your site.
PPC can be a very effective method to driving targeted traffic to your web site but it can also be very costly if your ads are not placed correctly. Of course you don’t want to get in over your head in costs. I would always suggest consulting with a professional as well.
