Pay Per Click is simple to use as a customer. Search for a product, see the ad, click on it to go to the website. When you are a business trying to reach consumers, you pay every time your customer clicks on that ad.
Pay for performance
When you advertise in a print magazine or newspaper, you pay per square mm of the print real estate for showing your ad. On Television, you pay per second of showing your ad. You may or may not get a call or sales at the end of the ad. In PPC, you do not pay when people see your ad – you pay only IF someone sees your ad and then clicks on it to visit your website.
You can set a daily budget, add campaign end dates, and put a cap on how much you are willing to pay per click per keyword. Depending on how competitive your industry is, that cost could vary from a 0.05 cents per click to even 50 dollars. Whats more, these changes are not written in stone. You can tweak them anytime.
Target with pinpoint accuracy
You can target your ads to be shown only to customers in a particular city. You can target to show the Japanese version of your website only to customers in Japan, and keep serving English ads to people from other parts of the world.
Check Ad Performance
In PPC campaigns, you can check actual ad performance and make changes in real time at minimal cost. You can make mid campaign corrections every hour, something not possible using other media. .
Hire a professional
As with most products and services, a professional dealing with that service is best positioned to help. Yes, you can learn all that there is about keyword research for SEO, writing ad copy, setting bids per keyword and then tracking performance, but will you be as effective as an honest professional in an industry that is changing ? And do you really have the time ?