Pay per Click or PPC basically means that someone bids on a word or phrase and then pays Google for every click. Google uses this to decide where your ad will be positioned on a site. The higher your bid, the higher placement you get as a rule.

It seems that one is penalized for setting up their marketing without the right information.  This also offers an answer to what  PPC tactics are about. Having the correct information about free PPC leads can make Google work for a networker instead of against a networker.

As any PPC consultant will tell you, PPC is not about getting as many clicks as you can. It's about getting the right kind of clicks. Consider a Toronto-based online marketing firm that focuses on small business marketing. They could bid on a general term like "Internet marketing" and get lots of hits from people all over the world, none of whom would contact them.

If you continually add fresh new content to your site and expand on your link building efforts there is no reason why you can't keep these rankings. The end result could be maintaining your sites traffic for as long as your site continues to be live on the internet.

By the same token, a great PPC advertising company may be making you very happy for a few months but then it is possible they will move on to new customers and your business suffers.

Therefore, the importance of ranking high on relevant searches cannot be over emphasized. It is the primary way to increase web site traffic and eventual conversions. You can achieve high rankings either organically (through SEO) or by paying your way there (through PPC).

Pay Per Click Advertising is available through several search engines but the most commonly used PPC advertising is done through Google AdWords. The first step in setting up PPC is selecting your keywords. Second, you must place a bid for each keyword. Each time a search engine user clicks on your advertisement you will be billed by Google the agreed amount bid.

Searching the net for tips should have convinced you of the complexity of starting your own PPC campaign. Depending on the level of expertise in your business, using a consultant may be a good idea. Enter "PPC Consultants" into a Search Engine and you'll get a list of providers.

Pay per click marketing is not very simple. You will have to master the techniques and the right way of marketing. However, this can result in wastage of a large amount of money as well as time.

The best marketing strategy is one, which generates the most number of leads towards any campaign. The most appealing and powerful of all these techniques is PPC. There are two types of PPC namely flat rate and bid.

PPC can boost your business to the top, making it definitely worth the effort of trying to master.