What is PPC? PPC Marketing is the most popular method of online advertisement that is mostly employed by websites on the Internet. PPC is often referred to as pay per click, cost per click, or pay for performance. However, no matter the name attributed to PPC it is one of the most common medium for advertisers in promoting products and their own services to consumers online. PPC benefits both the consumer and advertiser. The reason being is that advertisers using PPC only really have to pay for the actual click throughs that are linked to their sites from the search engines. Also consumers are relieved as to not having to get those pretty annoying pop-up ads or emails for services and products. Search engines also often display PPC marketing ads alongside their results, so when online consumers search for specific products or services on the net, they can find these ads. What results is getting targeted consumer groups, or niche targeted consumers, that are more likely to buy this specific product and service. Drawbacks to PPC? PPC has its advantages, but there are possible drawbacks; especially to those that are not as experienced or effective in it. One of the most common problems amongst people is that they will simply submit their PPC marketing ads to a search engine like Google and expect this to make up the entire campaign. The reality to the situation is that PPC requires a systematic and calculated approach to setting up ads. Both biddings and keywords are involved and should be executed in the right way in order to get a top placement on your desired search engine. Top placements in search engines can be lucrative as it will help boost traffic to your website and in turn convert to more profit. Another highly common problem in PPC is that inexperienced advertisers may pay more than necessary and end up with expensive campaigns that still do not convert to profit. Furthermore, PPC requires continuous funding and the act of discontinuing payments equals a discontinuation of ads. Of course, this wouldn’t be so great if a website has high rankings with its PPC marketing ads. Running effective PPC campaigns? A few simple guidelines for running a successful PPC campaign is developing a marketing plan so that you’re able to get the most ROI from your efforts. Select appropriate keywords that relate to your site’s business but also do not aim solely for popular keywords, because they do not always translate into profit. Choosing specific keywords should be a better focus as that will put a site in the first ten results of a search and will attract greater awareness from consumers. Another factor in getting a successful PPC campaign is ensuring that a website will monitor its PPC campaign performance as monitoring will help to modify existing ads; thus making them much more productive. Any PPC ads not proving effective can automatically be discontinued through the help of this process. Altering PPC ads is another thing that websites do on a continuous basis to increase their return on investment, and so keeping these strategies in mind could help to improve the chances of success in making a PPC campaign.