Pay-per-click (PPC) advertising is the posting of ads on other websites or search portals. It is a very cost-efficient advertising tool because (1) you only pay when somebody clicks your ads and (2) you can indicate a ‘daily budget’ so you don’t have to worry about too many clicks causing you to go over budget.

How Does PPC Work?

Whenever a user needs information, he would usually go to a search engine where he enters certain keywords or phrases related to what he is looking for. PPC advertisements are the ads displayed along with the search engine results. Usually they are at the top or right side of the browser.

How to Get Into PPC Advertising

PPC advertising consists of three basic steps, namely choosing keywords, writing the ad and ensuring your landing page converts well.

Choose your keywords carefully. Remember that keywords are what users type on search engines when they are searching for something so choose your keywords wisely. Be informed though that some keywords are so 'hot' that there are already hundreds of others using them, which of course drives the price of these words up. So be on the lookout for niche keywords.

Filter your selected keywords so you come up with a set that serves your online business well.

Create your ads. PPC ads should be catchy enough to get the attention of your prospective customers. Your ads don't have to contain a lot of information, but enough should be placed to peak your prospective customers' interests and make them want to click on your PPC ad.

The landing page. PPC ads only work to bring the visitor to your doorstep. It is still up to you to convert that visitor into a buyer. To do this, ensure that you have a GREAT landing page (i.e., the page on your website where the visitor is taken to after clicking your PPC ad).

If your PPC ad is great and visitors are led to a great page on your site, then they will purchase your product or service and you will reap the benefits!