PPC
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Let's imagine you are selling towels and take an advert out in the paper. You don't know if your customers found you because of the advert or some other means. Your customer may not be thinking about towels at the moment, so they may ignore your advert. When they are looking for towels you can only hope they remember your advert!
Pay per click advertising is different. We can place adverts with Google or Bing, so that when a user searches for words like "soft towels" or "white bath sheets", they see adverts for your business like "Luxury, Soft Hotel Towels At Sale Prices!".
Imagine how much more effective that is- showing a relevant advert to an engaged user who is looking for your product, right now!