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Pay-Per-Click (PPC) Explained
There are many Pay-Per-Click (PPC) search engines. The biggest in the business are Google and Yahoo, but it is worthwhile checking some of the smaller players as well.The basic idea of Pay-Per-Click advertising is that you bid for a keyword that you wish to target, and your advertisement is placed according to how much you bid in relation to your competitors' bids.
In other words, the more you bid in relation to other advertisers' bids, the further up the page your ad will appear.
It is wise to be as specific as you can when targeting your market with PPC ads. If your online sales involve gardening supplies, rather than using the keyword "gardening supplies", be specific (targeted) and advertise (for example) "lawn mowers", or "grass seed" or "fertilizer". If you take this approach, you will be attracting someone who has specifically been searching for this product, and they will be a more targeted prospect.
So use one ad for one product. This will involve having many ads going at once, but you will find that the targeted traffic that is attracted will be worth the little extra effort. Of course, make sure that the prospect is taken to the appropriate page of your website when they click on your ad. Someone looking for lawnmowers doesn't want to go to the fertilizer page.
Some Pay-Per-Click search engines will allow different keyword options so that you can structure your keywords in such a way that various search results occur. It would be best to read the information that is available on their websites. For instance, if you access the Google Adwords site, you will find a section that deals with the different keyword options that are available, and explains them in great detail. Go to: https://adwords.google.com/select/tools.html
It is worthwhile familiarising yourself with this information if you are serious about PPC advertising.
If you only want your advertisement to be seen in a specific geographical location, then Google and Overture will enable you to do this.
The most attractive aspect of PPC advertising is the fact that you can be attracting traffic to your website in a matter of minutes from when you placed your ad. The instant nature of this targeted advertising has resulted in PPC becoming one of the growth areas of online advertising.