Pay-per-click (PPC) advertising is otherwise known as Search Engine Marketing (SEM). Basically, this advertising method involves paying a certain amount to appear on the search engine results page. Unlike SEO, this strategy provides quick results. When implemented properly, it is possible to generate thousands of click-throughs within a short timeframe.

Early in your PPC efforts, it is important to recognize that success in PPC advertising lies in your effective choice of keywords and ad copy. The key to determining a response rate is to start small and to experiment. Identify the ads as well as ad groups that provide the best results; eliminate those that generate poor response rates. This analysis will help you to maximize the return on your investment. Another important consideration in PPC advertising is the “Quality Score.” Once you become more familiar with this advertising method, you’re bound to hear this term over and over again because quality score will determine whether your ad will be displayed prominently on the search engine results page (SERP).

Remember that in PPC advertising, not everything comes down to money. The business model used by search engines relies on delivering relevant results to searchers. So while sites like Google would definitely love your ad money, their long-term feasibility depends on their ability to display quality advertising. If you intend to become successful in PPC advertising, improving your quality score should be your focus.