Pay-per-click (PPC) search engines are those that offer the marketing option called “pay-per-click” to users. PPC is defined as the guaranteed placement of a small “ad” on the search results page for a specific keyword or keywords in return for a specified payment, but ONLY when a visitor clicks on that ad. The advertiser pays nothing to appear on the results page; they only pay the amount they have agreed to (or bid for) when someone actually clicks on their ad and is taken to their landing page; therefore, the term “pay per click”.

A PPC listing on a search engine results page typically consists of a title, which usually is your website’s name or perhaps a short heading (around 50 characters maximum) and also a short (usually no more than 200 characters long) description of your service or some promotional wording. Some PPC search engines strictly control the text that can appear in the listing, while others are more open to using the advertiser’s own text.

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