If you were a New Jersey Solar Installer, how much would you pay to get someone in your state searching for “Home Solar System” to your website? Currently, the cost is between $1.00 and $1.50, charged to you only when the searcher clicks on your ad and arrives at your website. Exciting? It’s called “Pay-Per-Click” and it can be a golden opportunity — or a huge waste of money depending on how much you know.
When you enter terms in a search engine you are presented with two types of results: organic listings and sponsored links. Some of these, the organic listings, appear because Google believes those websites to have the content you are looking for. Other listings, the sponsored links, appear because the advertiser has offered to pay the search engine when their ad is clicked.