Pay Per Click (PPC) is a pricing model that guarantees that your website will appear in search results that have been specified by you. You website’s ranking is determined on the basis of what you pay. The highest bidder gets the highest ranking.In a PPC agreement, the advertiser only pays for qualifying clicks to the destination site based on a prearranged per-click rate.PPC is essentially a method of advertising your website on search engine results (in the sponsored result listing) where advertisers bid against each other to be the top search result on particular keywords or keyword phrases.Pay-Per-Click is a viable option when you realize that you are paying for results only. When I mention pay-per-click to some people, they immediately say they prefer to participate in free traffic exchange programs or using other free traffic generators.It is an advertising model used on search engines or websites/blogs, where advertisers only pay when a user actually clicks on an ad to visit the advertiser’s website. Advertisers will bid some amount for the keyword and when the user types a keyword in the advertiser list or relavent content we will get some ads and these ads are called as sponsered ads which appear next to organic search results.

Pay Per Click [PPC] Campaign Management consists of:

* Keyword selection

* Online ad writing

* Establishing target audiences, including Geo-targeting by location

* Creating logical ad groups

* Building internal landing page content

* Directing visitors via call-to-action statements

* Conversions measurement with detailed analysis and reporting

PPC engines can be categorized into two major categories “Keyword” or sponsored match and “Content Match”.

Keyword PPCs:

Advertisers using these bid on keywords, which can be words or phrases, and can include product model numbers. When a user searches for a particular word or phrase, the list of advertiser links appears in order of the amount bid. Keywords, also referred to as search terms, are the very heart of pay per click advertising.

Service PPCs:

Service engines let advertisers provide feeds of their service databases and when users search for a service offering links to advertisers for that particular service , giving prominence to advertisers who pay more, but letting users sort their results by price or other methods.

Uniqueness to your keywords:

Is your CPC too high to make your campaign profitable? Then you need to find unique keywords which no one else is bidding in your niche to reduce cost through rate.With the increase of competitors in Pay Per Click Market, Google has become more and more harder on advertisers on the quality. Still there are thousands of keywords in each niche which needs to be explored. Tools like longtailadwords.com will help you to find such keywords. Effective use of phrase and exact match can drastically reduce the cost per click. Try creative ideas to find the best unique keywords people would be typing in the search box to find your website.

Creating Multiple Landing Pages:

If Your PPC Management Campaign is not converting very well? Then check your landing page, Usually most of the PPC advertisers won’t create landing pages which converts well. The whole purpose of your PPC campaign is to make sales and make money for your. If the landing page fails and is not up to the customers expectations, you need to change or tweak it so that it converts better.

In February 1998, Jeffrey Brewer of Goto.com, a 25 employee startup company (later Overture, now part of Yahoo!), presented a PPC search engine proof-of-concept to the TED8 conference in California.^[5] This and the events that followed created the PPC advertising system. Credit for the concept of the PPC model is generally given to the Idealab and Goto.com founder, Bill Gross.

Google started search engine advertising in December 1999. It was not until October 2000 before the adwords system was introduced, allowing advertisers to create text ads for placement on the search engine. However, PPC was only introduced in 2002, until then, advertisements were charged at cost per thousand impressions (CPM).