Attract site visitors
As described in Part One of this manual, Search Engine Optimisation (SEO) is a very effective means of attracting web site visitors through targeting the right phrases at the time they are searching for them.
PPC advertising can attract visitors in a similar fashion - though as the name suggests, you are now paying each time a site visitor clicks on one of these adverts.
The adverts themselves are displayed alongside the natural search engine listings. The top highlighted results on the Search Engine Results Pages (SERPs) are generally the best performing PPC adverts - the criteria for "performance" explained later.
PPC adverts are much more controllable and quicker to implement than the SEO process, which can take several months before it has any effect on the SERPS.