Pay per click or PPC is an innovative way of advertising your business. It is an online advertisement model, and it helps to have a website even if your business is run offline.
The advertiser and the publisher. The third side, of course, is the company that provides the system. The advertiser chooses keywords based on which the ads would appear. For example, if you have a dog training website and you want to drive traffic to it, you would probably want to target people who search for keywords similar to ‘dog training’. When such searches are made, your advertisement is displayed along with the organic search results. If the surfer clicks on your ad, you pay the search engine company a certain amount of money. You can put a cap on how much you spend each day, so there is no danger of exceeding your budget by mistake. You can also choose the time of day to display your ads if you are targeting a specific location in the world.
The publisher provides the advertiser with a second option of displaying the ads. This is also called contextual advertising, by the way, since the ads appear only when keywords related to them are in the content (or context). If you wish to be a publisher, you can apply to Google, for example, and copy-paste a bit of code to your web pages for the ads to appear. The ads will be targeting your content. If you have an article on hair removal, only ads related to hair removal and hair will appear. It is a known complaint, however, that out of context ads appear not infrequently. When one of your visitors clicks on an ad, the advertiser pays the company the fixed sum that he has agreed to pay. The company gives you a cut at a fixed rate. If you have a decent amount of traffic, putting contextual advertisement on your site can be an excellent source of passive income.
Innovative as it may sound, PPC can make or break an advertiser. A publisher, on the other hand, has nothing to lose. There are a number of companies that run such advertising models, but success and failure depends upon the advertiser’s foresight regarding which keywords could bring relevant ads that visitors would be interested in clicking on and visiting the business site.