Keyword Advertising / Pay Per Click

Pay per click (AdWords, Yahoo! Search Marketing AdCenter) means paid advertising in a search engine and within web portals on the basis of tangible results obtained by the advertising campaign: you pay only if someone actually clicks the link and enters your site.

One or more advertising “banners” are visible, once a search is done in specific keyword category, in a place reserved only for sponsored links (e.g. Google places these sponsored links on the right-hand side of their search results pages – see above picture). Almost all search engines offer this type of advertising, among these are: Google, Yahoo, Bing, AOL, etc.

Advertising agencies that manage pay per click campaigns have thus additionally enriched the networks with web sites that appear in the reserved places within search engines and web portals. And these sponsored sites appear not only in one search engine, but can appear in various search engines and web portals simultaneously. In this way, one can reach an even higher number of clients.

If an agency advertises a web site through one of these advertising campaigns, for example in the English language (U.S.A. or U.K. or Canada or Australia or etc.), may reach both users/clients that perform searches in a search engine using a specific keyword category, and users/clients who navigate through a web portal for the same keyword category.

For example, a user who performs a search on what the weather is like in Miami in a web site specialized in weather forecasts may find a list of advertising announcements related to hotels and car rental agencies near or in Miami (see picture below). Or, a user which may be visiting a music site to find information on how to play an acoustic guitar, may find advertisements on shops that sell hand-made acoustic guitars.

Once a pay per click (PPC) visibility campaign has been activated the advertisement will be visible on Web pages of sites and portals relative to the keyword category. One only pays for the clicks on the advertisement.