PPC stands for “Pay Per Click.” There are a lot of “Pay Pers” out there – even the PPL, “Pay Per Like” made popular by the famous “Like” button on Facebook. Among this wealth of options, the PPC should not be underestimated.
What PPC means is that the advertiser pays the publisher for each time their advertisement is clicked. It’s a relatively simple way to determine how much attention an ad is getting. People don’t go shouting from the rooftops each time a billboard on the side of the highway holds their attention long enough for them to go home and buy something.
The results of PPC can be monitored easily and effectively and show exactly what kind of Return on Investment you’re getting. Besides for paying for actual results, you’re also able to study a certain ad’s affectivity, right down to its positioning on a website. You can monitor which keywords are working better than others. Basically, even an unsuccessful campaign can yield results by way of information. That information can then be used to improve and refine your marketing methods.
Before even starting a campaign, it’s important to figure out a results timeline. The above trial-and-error might be necessary, so begin with the end in mind, and then work your way backwards.