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Pay per Click marketing has become a catch phrase in the internet marketing business. However, just because we have all heard of it doesn't mean that we all know what it means or how it works. Pay per Click or PPC, is a form of advertising, usually associated with Google and the results page that user's access when they type keywords into the search engine.
The idea is to cultivate a first page results listing, meaning that the keywords you have selected are popular enough and unique enough to be the authority on the topic, according to Google. Google ranks results via numerous options, the first and foremost being which website looks like the top authority on the keywords typed. This doesn't mean that you should use the same keyword over and over again as this type of over-saturation is more likely to work against you rather than for you.
Pay per Click marketing is a tool. Just like all tools, when used correctly it will respond by doing its job. When used incorrectly it is another source of frustration. When you choose a variety of keywords that entice the consumer to visit and spend money on your web pages, then you are grabbing the tool and using it correctly.
Pay per Click advertising is one of the fastest ways to ensure that you reach the top of the Google results page. You will most likely be listed in the section for Google AdWords, but this is a perfectly legitimate return for the user and if you match their criteria they are more likely to click on you than many of the organic results that only partially match their keywords.
Don't be fooled into thinking that you can just outbid the competition and end up on the top spot of the results page. Sure, a bid is important but so is the relevant content of your website and the relevance of the keywords to the site you have indexed with Google through other mediums.
Remember that Pay per Click means that every time a user clicks on your ad through the system you are charged for that service regardless of whether or not the user then makes a purchase on your website. In order to receive good returns, your website has to maintain the interest of the user in order for them to purchase your product or service. You can have good search engine results without having good purchase results, leaving you with a large bill from Google and no business funds to pay with. Those who are successful with Pay per Click advertising methods are those that can grab attention from the front end and the back end of the process.
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