Pay per click advertising is an advertising technique where companies can showcase their ads when users enter relevant details on search engines. Companies that advertise this way are only charged when an internet user actually hits the ad that they have posted. Search engine marketing has revolutionized the way that a lot of businesses work in the modern market. Keywords are identified based on a number of things such as relevance to search and long-tail. Relevance is key to any form of search because if a consumer does not relate to what is being searched then they will not purchase the good.
