Pay-per-click or PPC is a means of internet marketing. Advertisers pay a fee each time someone clicks on one of their ads. It’s a strategy that buys visits to your site rather than earning that traffic organically. Search engine advertising is one of the most widely used forms of PPC. Advertisers are able to bid for ad placement within a search engine’s sponsored links for keywords related to the specific service. For example, if you bid on the keyword “furnace repair,” your HVAC company ad might show up in the very top spot on the Google results page. Every time the ad is clicked, a potential client is directed to your website and you pay the search engine a small fee. The fee is typically minimal and the traffic is worth more than the payment. The idea is that each visit is a potential sale of your product or services. Quite a bit is involved with building a successful PPC campaign. It requires researching and selecting the ideal keyword as well as organizing those keywords into proper campaigns and ad groups. PPC landing pages need to be optimized for conversions. Relevant and articulate pay-per-click campaigns are rewarded by search engines, paying less for ad clicks. When the ad is satisfying and useful, Google charges less per click, resulting in higher profit margins. In other words, it’s not enough to use PPC, you need to do it properly to get the most out of it. To manage an effective PPC campaign, you might want to enlist the help of knowledgeable professionals. SEO agencies and consultants are in the business of maximizing the results.