Pay-Per-Click

Also known as “PPC,” this type of paid search marketing involves placing advertisements that run above or besides (and occasionally below) the free search-engine listings on Google, Bing, and Yahoo!. Typically, to get the highest position among these ads, website owners place a per-click bid. It’s not uncommon to participate in a bidding war for coveted top spots. For example, if a website’s listing is among the top 3 advertisements on a page, the same ad appears in the same location on partner websites. Some marketing firms, including Fathom, provide bid management services to get the most value for each search term.

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