Ever wondered what are those sponsored ads found on the top or right side of search engine results? Have you also wondered why they are there?

Those are the paid searches. PPC or Pay Per Click, in other words. They are an integral part of internet marketing. You pay a specified amount when someone clicks on your website using selected keywords. The right set of keywords will mean you are only paying for visitors that will be interested in what your website has to offer.

Since you are paying for PPC, you may want to make the most of what you are spending your money into. How can you do that?

By having a well-written ad.

Your PPC ads are like real short sales letters. But unlike the usual sales letters, you only have to put all the essence of your website in a phrase or a sentence. On top of that, it has to be written in a way that will attract customers not only to click on your ad but to a call of action.

The purpose of these ads is to catch the attention of those in need of your websites' product or service. This is why good copywriting is required along with convincing tactics to lure customers into choosing your website over the rest.

By being well-versed on your niche.

Make sure you know who your customers are. These are the people who are looking for what you have. They are not mainly there to browse or read. They need something and you have that something.

Knowledge about your market and your customers is the strongest weapon you can use in PPC advertising. Going in-depth into what they want and how you can provide it for them will insure you are not wasting time and money on your ads.

By using well-chosen keywords.

PPC is not only about the ads, it is also about the keywords. Your keywords. Those are what customers will be typing in the search. You have to make sure that your keywords are the ones people are searching under.

Do keyword research. Make a list of keywords people are using. Rule out which ones are on the top searches. Choose the right ones for your website.

Now that you know what PPC advertising is and how you can use it to your advantage, maybe it's time you start creating some of those ads for your business. You never know. PPC might be as important to your online business as any other type of marketing you are using.