As you set up your Pay-Per-Click campaign, you come to an inevitable decision: Search Network? Content Network? Or Both? In order to answer this question, you should evaluate your campaign and its goals. Are you trying to boost brand awareness or strictly increase ROI? Another question that you may want to ask is: How costly is my conversion? Are you looking for someone to sign-up for your newsletter, purchase your iTunes song, or purchase a home appliance? The answer to these questions may help you in deciding which network you want to run your PPC campaign on.

There are two kinds of search results: organic and Pay-Per-Click.

Pay-Per-Click or PPC results are the sponsored ads shown along with the organic search results. With PPC Advertising, you generally bid for keyword terms and your ads (sponsored results) show up in designated areas on the page. Your ad will be shown in shaded boxes above or to the right of the organics results. The higher you bid for the keyword, the higher your ad is listed.

The benefits of using-pay-per click advertising are, in fact, quite measurable. This method of corralling web based potential and actual customers can be an extremely valuable means by which business can grow. The structure of pay-per-click marketing is simple: A customer (the business who desires more web traffic), bids, and ultimately wins or loses, the rights to certain keyword terms.