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PPC stands for Pay-Per-Click marketing, a model of internet advertising in which advertisers pay a specific amount each time one of their ads is clicked. Often pay-per-click marketing is used with search advertising, enabling businesses to advertise on search engines such as Google. Advertisers bid for ad placement in a search engine's sponsored links for keywords related to their business offering, paying the search engine a small fee for each click on their ad.

PPC relies heavily on keywords; keyword research, keyword grouping , and organization is the key to creating winning AdWords campaigns, and search engines reward advertisers who can use effective keywords to create well organized, intelligently targeted pay-per-click campaign. The goal is to create lists of keywords that are relevant to your business, and that people are searching for. The best PPC advertising involves selecting keywords based on actual keyword traffic data and goal conversions instead of third-party estimates. This saves money by lowering irrelevant traffic and capitalizing on unique, relevant search queries.