One way Search Engines display the results of any keyword query is the Pay-Per-Click (PPC) section. These results are listed both above and to the right of the organic section. They run in descending order and placement is determined by those websites that have an ad campaign with a Search Engine and then bid for the spot they want, the higher the bid the higher the listing. The bids can be from as little as 10 cents a click to $20.00+ a click depending on the competitiveness of the keyword being bid. The Search Engine then charges them their bid price every time someone “clicks” on their websites ad. Constantly monitoring the bids, effective quality control from detailed tracking, and protection from fraudulent clicks are just a few of the challenges that any successful PPC Campaign faces.
     For some websites Pay-Per-Click Campaigns provide quick, verifiable results but as stated before, can be costly and time consuming if not managed professionally. While every click is free to your website within the organic section (below or to the left of the PPC section), getting your website ranked where it will be seen using organic marketing is a long term process beginning at its design and continuing through the life of the site. Organic campaigning is cost effective and sustainable but takes a long term commitment.  Often web marketers will begin a campaign with a limited PPC Solution to get their customers phone ringing while their organic campaign builds steam, then gradually reduce the amount they spend on PPC's as the website rises in the search engines, bringing them more free clicks.

 

 

 

 

 

 

 

 

 

 

 

 

 

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