Glossary: PPC

Pay-Per-Click advertising is a strategy for purchasing ads on search engines such as Google, Bing or Yahoo!. You bid on keyword phrases and if your bid is the highest bid and your ad has the highest ‘quality’ score, you get the highest ranking (position) in that search engine’s advertising rankings for that word.

Art vs. Science – The ‘art’ portion of Pay-Per-Click advertising is writing an ad that will intrigue the prospective buyer and discourage a non-qualified viewer from clicking on the ad and costing you a click bid. The science portion of teh strategy is to use business math to determine what is the highest bid you can justify and still achieve a positive Return On Investment (ROI).