When I start talking about keyword ideas with my family their eyes gloss over and can see their attention span will be no more than 30 seconds. Here is a simple explanation of how PPC campaigns work. First you create a short simple ad and then you define which keywords or search terms you want to trigger your ad. Your ad is displayed on the right side of the keyword search results. Google then charges your account every time someone clicks your ad. The power of pay per click advertising is that you do not get charged when the ad is displayed only when it gets clicked.

 

 

 

  

 

 

From the beginning Google™ has been most concerned with the user experience. The mission was to deliver relevant information to searchers in a matter of seconds. The Google AdWords™ program is a continuation of thought. An example of this would be a customer looking for a new pair of golf shoes. "Nike golf shoes size 15" is typed in the search bar and Google analyzes billions of web pages and ranks them in order of relevancy. The PPC ads are ranked in similar fashion along side the search results. The algorithm ranks ads higher which have "Nike golf shoes size 15" in the title of the ad and connect to a landing page with the same phrase. The days of triggering  an ad with the keyword "shoes" and expecting users navigate through your site to find what they want are over. The user experience expectations are now translated to advertisers using Google AdWords™ which makes qualified PPC managment even more critical for success.