Pay-per-click (PPC) is a paid advertising model used to drive traffic to websites, in which an advertiser pays a publisher (typically a search engine, website owner, or a network of websites) when the ad is clicked.
PPC expert uses Social networks such as Facebook, LinkedIn, Pinterest and Twitter have also adopted pay-per-click as one of their advertising models. The amount advertiser pays depends on the publisher and usually driven by two major factors Quality of the ad and maximum bid advertiser is willing to pay per click. The higher the quality of the ad, the lower the cost per click is charged and vice versa.
PPC management is the process of overseeing and managing a company s PPC ad spend. This often strategies and ad buys while minimizing the overall expenditure. This may be done by the e-merchant or vendor themselves, or a dedicated specialist called PPC Manager manage PPC buys on their behalf. PPC management is generally seen as an evolving art where perfect optimization is not possible, but is still the objective.