First, you select a list of keywords that will be triggered by users searching in search engines like Google, Yahoo, and Bing. For those keywords, we write an ad to market your products or services. Users will see this ad when they search for relevant terms. You will pay each time a user clicks on the ad and is delivered to your website. The amount that you’ll pay is dependent on a preset "maximum bid" based on what you are willing to spend. If you take this concept, apply it to thousands of keywords, hundreds of ads, and make changes based on a variety of data factors, you have yourself a PPC campaign. It’s very easy to do, but very difficult to do well.
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