What is Pay-Per-Click (PPC) advertising?

Pay-per-click is an advertising program in which competitors bid on given keyword to be displayed in the sponsored link of a page or search engine. Once the ad is displayed the announcer is paying each time that a user click on the ad.  This form of advertising appeared online in 1998. Most PPC campaigns aim to drive customers to landing pages either to subscribe, to sale. The ad writing should entice users to make an action depending on the aim of the campaign. All the matter about PPC is to convert these propect into sales and that what is making this method difficult because advertisers should be tracked constantly to make profit. Many people click on ads without buying which can cost a lot of money without making any sale that is why it is important to be very precise about the keywords targeted.