Search engine marketing is the process of increasing website visibility and traffic. Search Engine Optimization (SEO) is the natural or organic unpaid method used to reach a higher search engine ranking. Pay Per Click (PPC) Advertising is the use of paid ads to display directly on search engine result pages. Pay Per Click (PPC) or paid search engine advertising uses advertising platforms to place ads on search engines based on a bidding system, quality score and other variables.
Pay per click or PPC, is an advertising method that produces website traffic by generating clicks via paid ads that appear on search engines when an ad is clicked (rather than “earning” clicks organically). PPC ads are tied to keyword phrases that are relevant to the advertiser’s target market.
An advertisement will be displayed when certain keyword searches are made and match those of an advertiser. When this ad is clicked, the searcher goes to a predetermined page on a website and a fee is charged by the search engine (hence Pay Per Click). These sponsored ads typically appear above, below or to the side fo the organic or natural search engine results.