PPC (pay-per-click) advertising involves creating ads and keywords that are displayed on search engines when relevant searches are performed, with advertisers paying each time an ad is clicked; some benefits are quick results, easy cost control, and targeting visitors already searching for your products, but it requires ongoing optimization and management to achieve good returns. The document provides guidance on setting up PPC campaigns, conducting keyword research, writing effective ads, and other best practices for determining if PPC is suitable and implementing a successful campaign.

1. Wheeee!PPC

2. What is PPC?Stands for: pay-per-click

3. Also known as CPC or cost-per-click

4. Ads appear on search engine result pages (SERPs)How PPC WorksAdvertisers visit the search engine’s PPC login page.

5. Advertisers create ads to show and list out the keywords they want associated with that ad.

6. Advertisers set how much they want to spend each day and how much they want to spend every time an ad is clicked.

7. Search engines then show the ads when relevant searches that match the advertiser’s keywords are shown.PPC ProsResults come in quick

8. Cost is easy to control

9. You decide what words to bid on

10. You write the ads

11. Changes are easy to make and upload fast

12. There’s an on/off switch

13. No contracts

14. There is customer service/tech support for most issues

15. It can be the cheapest form of advertising

16. Visitors are a targeted user- they searched for you!PPC ConsIt’s not for every industry

17. Assume that whatever money you set aside for it, is spent

18. It can be confusing

19. If your industry is competitive, it may not be any cheaper than any other method of advertising

20. Competitive industries require competitive budgets to match