Pay-per-click
Pay-per-click marketing is a way of using search engine advertising to generate clicks to your website, rather than “earning” those clicks organically. You know those sponsored ads you often see at the top of Google’s search results page, marked with a yellow label? That’s pay-per-click advertising (specifically Google AdWords PPC, which we’ll talk about below).
Research indicates that searchers click on paid search ads more often than any other form of digital advertising. This means that people really don’t mind being advertised to, provided that the products and services advertised actually fit the searcher’s needs.
Advertisers are offered a unique means of putting their message in front of an audience who is actively and specifically seeking out their product. Because searchers reveal their intent through their search query, advertisers are able to measure the quality of traffic that results from search engine clicks.
PPC enables search engines to cater to searchers and advertisers simultaneously. The searchers comprise their user-base, while the advertisers provide them with their revenue stream. The engines want to provide relevant results, first and foremost, while offering a highly targeted, revenue-driving advertising channel.