PPC marketing is beneficial in the way that you only pay your bid on a keyword or key phrase if a person clicks on the link to your ad in the search engine results. The more your ad is clicked on, the more you will pay but the more targeted traffic you will receive which is your overall goal.
Before commencing any PPC campaign you need to first choose the keywords that are best relate to your website. The importance of well thought out landing pages and quality content will assist in gaining better value in your bids and will keep your visitors on your site longer to make a conversion. There is no point in sending traffic to a website that is not working correctly, has not got an optimised landing page for the traffic to go to or does not have a conversion plan in place.
PPC marketing can be a very successful tool when used correctly but you need to maximize the efficiency of your ads in order for it to work well for your business and particular situation. Your goal may be to have the visitor make a purchase, sign up to a newsletter, download a free ebook or fill out a questionnaire. SEM PPC can be used as your only method of online advertising or it can be used in conjunction with various other forms of advertising such as print, or other ad placement across the net.