Pay per click ads are the advertisements that appear on the right hand side of search engine results pages. In this advertising model, Internet searchers click on these targeted ads and advertisers only pay for clicks. The ads are served in different positions on the search engine results according to the advertiser’s bid and relevance to the keyword.
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Should I Consider Pay Per Click Advertising?
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Yes,  a marketer’s dream, trackable results! However, advertisers beware! A PPC campaign must be monitored closely so costs do not get out of control without results. The pay per click model lets advertisers see their ROAS (return on ad spend), particularly if an advertiser offers a service or product that a searcher can purchase on the first visit to a website.  Advertisers can distinguish purchases and leads from their PPC advertisements by implementing tracking codes within the destination URLs.
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PPC is also beneficial because it provides immediate traffic, unlike natural search engine optimization, that provides more of a long term attempt to optimize a website and brand visibility. The ultimate value of PPC can be found in conjunction with natural search engine optimization (SEO). Having both SEO and PPC for a website, can be very beneficial when done correctly. Testing keywords for conversion rates through PPC, helps advertisers focus on valuable keywords for their SEO efforts. Additionally, finding high converting keywords can assist advertisers in building out additional tightly themed web pages composed of these keywords.
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Lastly, having results for both PPC and SEO on a search engine results page increases the likeliness of the searcher clicking through to your website. Testing what works best for your industry and keyword selection, will ultimately help find the most advantageous combination.
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For those that are getting started, proceed with caution:

• Track your PPC Campaigns
• Include long-tail keywords, find the balance of broader terms and longer keyword phrases
• Test, Test, Test- Test the PPC landing pages and PPC ad messaging to find the best landing pages
• After testing, delete keyword phrases that are not converting
• Look at your weblogs and analytics- What pages are sticky? Which are not? What time are people buying
• Themes, Your keyword phrase, PPC ad and landing page must have a strong theme
• Consider negative keywords
• If you are a newbie, start with small budgets, monitor closely, and watch out for “Content Match”!

In case I forgot…”Monitor & Test” your PPC accounts!