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Web Marketing All-in-One For Dummies, 2nd Edition by Elizabeth Marsten, Ian Lurie, Marty Dickinson, Michael Becker, John Arnold

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Chapter 1: Grasping PPC Methods

In This Chapter

check.png Getting to know pay per click

check.png Understanding search engines and relevancy

check.png Deciding whether PPC is right for you

Pay per click (PPC) — also known as cost per click (CPC) — is a type of paid advertising, such as a paid search, sponsored listings, sponsored links, and partner ads. In a PPC model, the advertiser pays the site that hosts the ad space only if a user clicks its ads and goes through to the destination URL or landing page — the location on the Internet where the person who clicked the ad ends up.

In this chapter, you discover how pay per click works and find tips to help you decide whether you need to add PPC to your web-marketing strategy.

Seeing How Pay Per Click Works

PPC ads are often used in search engines like Google, Yahoo!, and MSN, generally along the top and right sides of the pages that contain search results. These ads don’t appear unless someone performs a search in that engine, and the ads that do appear are those that the engine deems most relevant to the user’s search results (see the next section in this chapter). This way, someone who searches for a baseball glove (see Figure 1-1) isn’t shown ads for shoes. ...

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