Pay per click (PPC) concept allows the company to bring their information on the top listings of search engines such as Google, Yahoo, MSN and many others. The search engine ranking of the company’s domain name for the selected keyword increases with the increase in the bid value of the keyword. Such listings are displayed on the right or top of Organic Search results. In order to get listed, one can create ads with the help of platforms such as Google Adwords, Yahoo Search Marketing and Microsoft adCenter. The ads which are created through PPC concept are assigned a set of keywords and bidding is done for each keyword.

The selection of keywords depends on the business of the company. There is a cost per click (CPC) for each and every keyword in the market. Before assigning keywords to the created ads, the selection of keywords depends on the market analysis and budget of the company. Once the selection of keywords is made, the ads run successfully. After some days, the Click through Rate (CTR) is displayed for each keyword. From CTR, the advertising agencies can opt for best keywords for the business of the company. If the CTR and conversion rate (CR) are good for the created ads of the company, the search engine platform gives more visibility to the information of the company. PPC could be a flat rate PPC or a bid based PPC. In flat rate PPC, the advertiser and the company agree upon a fixed amount for each click. In bid based PPC, the advertiser uses the advertising network to carry out ads.