You make a payment for the advertising space and then only when web users click on the advert and are directed to your website. As a marketing investment pay per click therefore has an element of in-built security as part of the charges incurred come only when you know that the advertising is generating interest and possible business for your company.

The advantage of this marketing and payment system is that the website hits, interest in your company, and consequent revenue, will far outweigh the necessary expenses incurred paying for advertising and clicks.

The process of pay per click marketing begins with a company developing the content of an advert and buying up an advertising listing space with a provider or search engine. When web users type into the search engine terms that correspond with the keywords within your advert then your company advertisement will show up as a featured listing with details of your services, website, and contact details. At this point every click on your featured advert brings you a new hit, whilst you pay for the search engine having induced the potential customer into clicking on your advert.

A good pay per click campaign pays attention to the principles of good search engine optimization as the keywords within your advertisement content will need to be well-researched and focused on popular search terms and products similar to those provided by your company. Constantly refining the keywords in your advertisement content is an important part of a pay per click strategy. Getting the keywords right will ensure your advertisement is highly visible, and therefore leads to a high number of clicks from interested web users.

If handled well a pay per click marketing campaign can heighten your brand visibility and give your company an edge over competitors. It can be an especially effective marketing method if you face tough competition in a crowded marketplace and you are struggling to get your normal website to the top of search engine rankings as other companies are also paying attention to their search engine optimization strategy. In these circumstances investing in extra advertising space can find you the crucial edge over competitors that you need.

The nature of the pay per click system means that you will quickly be able to assess how effective it has been and whether you need to consider re-jigging your advertisement content. If you find you are rarely being charged for click on your advertisement you will know it may be time to think about re-assessing your advertisement content and re-jigging your keyword use to ensure it has the best visibility possible on the search engine results page.