When searching on a search portal, Google or Bing, your advert will occur next to or on top of the organic search results for the search phrase you entered. PPC advertisements are known as “sponsored ads” with the Google results page and “ads” with the Bing results page.Advertisers place bids for individual search phrases. When a searcher clicks on your ad, you will be charged based on the amount you bid for that search phrase. The more that you’re willing to bid for any specified search term, the higher your advert will appear within the sponsored listings. The larger the pay per click service’s network, the higher the bids the advertisers will be willing to pay for high positions.It’s important to closely track the performance of your advertising and marketing right from the start. The ultimate measure of the overall performance of the pay per click advertising campaign will be the return on investment (ROI) of every advert.Pay per click affords advertisers a high degree of control and the capability to effortlessly measure the outcomes of their campaigns. Control is the major advantage of PPC advertising and marketing but considering that all the advertisers with which you compete also have the same control, pay per click campaigns have to have active monitoring and management.The major attraction that any pay per click service provides to advertisers is its capability to distribute advertising. Pay per click also makes it possible for advertisers to target different geographic locations with a selection of specific countries and languages to target.A typical Pay Per Click (PPC) advertisement as it’s shown on the search portal.PPC Advertising campaign management (Headline / Title)We setup and manage Google AdWords & Bing / Microsoft Advertising campaigns (Description)domain.name (Display URL)Headline / Title: The hyperlink in the headline will redirect visitors through the pay per click service to the URL set by the advertiser.Description: All pay per click services restrict the length of advert copy to a number of lines and/or a specified number of characters.Display URL: A display URL is shown to reveal to the searcher where the advert will take them. The display URL doesn’t necessarily reflect the exact page to which a visitor will be sent.Both Google and Bing advertisers can run parallel campaigns using the very same search terms. The same advertisements which are utilized in search results may also appear in Google AdSense and Microsoft Advertising contextual advertising. Google and Bing offer a contextual advertising option through which advertisers can open up their campaigns for distribution by way of Google’s and Bing’s networks, which comprises large numbers of individual Internet websites, news sites, and content portals.Google’s main advantage will be the size of the AdSense network, as well as the power to reach a variety of smaller Internet websites. AdWords advertisements are always displayed on the Google search portal. Advertisers can decide whether or not to distribute their adverts by way of Google’s AdSense network of partners.There is a range of second tier players who could possibly offer useful services and more cost-effective advertising and marketing alternatives in many instances. You’ll find Pure pay per click providers, Regional providers and Vertical market providers, who specialize in distinct kinds of products or services.