There are two important aspects of website building. These can be divided into the categories “front end” and “back end.” The front end is everything your website’s visitors see: the various pages, information, testimonials, videos, etc. The back end is where most of the magic occurs. It involves the various pieces of the website, categories, key words, etc. “Pay per click” (or PPC) is an advertising strategy build from the back end and shown to clients on the front end.
PPC involves the placement of advertisements in specific places on your website, all of which will provide you with revenue should someone click on the link. This is also what we mean when we use the word “conversions.” Your goal is to find the best way of ensuring the most people click your PPC ad. When someone does, you’ve made a conversion (and so have the people who wanted the specific ad placed on your website).
Many search engines employ PPC to make money. For example, website owners can pay Google or Bing to bump their sites in the rankings (you’ll often see these at the top of a page with the word “ad” on the left-hand side). When someone clicks on that website, the owner of the website pays the search engine provider for sending the traffic their way.
The goal, of course, is to take the new traffic and turn it into a big sale.
Let’s say your big law firm needs new clients, but no one walks through the front doors looking for one of your personal injury lawyers. You can advertise on a popular search engine. You pay for each person who clicks your website’s link, and then have the opportunity to explain to this individual why they can benefit from your services. Many law firms make money through this method of advertising — and yours can too.