The Federal Repbulic Blog

Pay-per-click or ppc comes in two basic varieties, each utilized by specific types of providers. Search engines allow advertisers to bid on specific keywords. When a surfer searches for that specific term, the winning bidder’s ad is displayed. If the surfer clicks through, the search engine company gets paid. Content sites, on the other hand, generally display fixed ads that directly relates to the focus of their content, and they charge a fixed price instead of asking advertisers to place bids. Each class of advertising has its advantages, and only the person in charge of a particular ad campaign can decide whether to use one or the other or to combine the two approaches.