Pay per click (PPC) is an Internet advertising system used to promote websites on search engine searches, where the advertising company pay their host only when their ad is clicked. The advertising company typically bid on keyword phrases relevant to their target market. Search engines such as Google commonly charge a fixed price per click or they can use a bidding system.

From keyword research to ad copy to formula-based bidding strategies, PPC remains one of the more complex disciplines in Internet marketing. With your competition getting smarter every day, it's critical to have not only a strong foundation in PPC principles, but advanced understanding in PPC economics and customer psychology.

PPC Disciplines:

• Building Your Keyword List
• Writing Effective Ad Copy
• Structuring Your PPC Account
• Content Networks
• Bidding Fundamentals
• Keyword Matching Options
• Landing Page Optimisation
• PPC Economics