Most of our SEM work falls into traditional pay-per-click advertising. That’s because it targets what people are searching for, and you only pay when your ads get clicked. With PPC, you can quickly and affordably put your business in front of just a few, or in front of millions of consumers at the exact moment they’re looking for you.
When a user searches for a keyword in Google, Bing, or Yahoo, paid ads show up above and below free organic listings. The ads that appear are either related to what was searched, or personalized based on past search history and web visits. If the user searches for “Iowa Concert Tickets”, the PPC ads that show up will likely be related to upcoming concerts in Iowa.
For your text ad to show up for a particular search, you have to bid on keywords related to that search term. The ads are then placed on the search results page with the most relevant or highest bidder’s ad on top — and the rest follow in descending order. There’s often limited ad space, so only a few of the highest quality ads can be displayed on page one. Not being on the first page of search results means that most people will never see your ad.