About Pay-per-click (PPC) Services

Pay-per-click advertising -- also known as "PPC advertising" or "PPC" -- is a popular form of search engine marketing. The difference between pay-per-click advertising and traditional or "organic" SEO is that PPC listings, while selected to be relevant to user queries, are paid for by the advertisers. PPC ads are supposed to be clearly denoted, although sometimes the background colors are so faint that the ads appear to be part of the organic listings.

Pay-per-click advertising requires the use of keyword research tools so that advertisers know where to place their ads. Although ad placements are initially free, the advertisers are charged small fees once users click on the ads. The fees vary based on how many advertisers are competing for the same queries.

Both Google and Bing offer pay-per-click advertising services. Professional PPC campaign managers are encouraged to acquire certification for Adwords and accreditation for AdCenter. Both training and certification programs are administered by the search engines themselves.

Large and complicated PPC campaigns are now usually administered through demand site platforms offered by various companies. The technology is still new enough that demand side platform owners are actively promoting their services and companies.

Add to the newness of the new industry yet another new category: mobile dsp (or mobile demand side platforms) -- a technology that makes it possible to run your campaigns from a tablet or even a mobile phone like the Apple iPad or Google Android.

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