One way of driving instant traffic to a website is by implementing Pay-per-Click (PPC) advertising. When an advertiser’s target keywords (such as the business product or service) are typed by internet users on search engines – like Google, Bing and Yahoo! – the ads will appear on top, below, or alongside organic search results.
PPC advertisers bid on specific keywords in order to have their ads appear. Advertisers then pay for each ad that is clicked. This marketing method can only succeed if a business is bidding on the right keywords.
PPC ads can also appear on Facebook to users who fall under defined categories in a Facebook ad campaign. Depending on the campaign settings, ads may also appear on various sites that are part of Google, Bing and Yahoo! networks.
The benefit of this Internet advertising model is that cost is only incurred when a person clicks on your ad.
With optimization techniques such as keywords refinement, quality score management, bid management, geo-targeting, ad scheduling, ad copy optimization via continuous A/B testing and analysis, cost per click can potentially go down and conversions increase dramatically.