Using PPC
Pay per click, or PPC, is an advertising model whose concept is generally attributed to Bill Gross, founder of IdeaLab and GoTo.com. It was first launched at the startup of GoTo.com in February of 1998.
PPC allows advertisers to place small classified ads on search engines and advertising networks, as well as content web sites. Advertisers only pay when a visitor actually clicks on the ad, hence, pay per click.
The ads are shown as a result of a visitor conducting a search using a keyword that the advertiser has previously bid on, thereby providing content that the visitor is likely to be interested in. Ads can also be shown on content networks where an advertiser agrees to allow his ad to be displayed on relevant participating web sites. This requires no search action on the part of the visitor, but should the visitor click on an ad, the advertiser will be charged accordingly.
PPC advertising has the considerable advantage to the advertiser of being near instantaneously in some cases. It can be an excellent tool for small scale testing for the converting qualities of a web site, or a product. Then should the test prove positive, a full campaign can be rolled out quickly and easily and at little additional cost.
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