Search engine marketing, as the name suggests, is marketing via search engines - like Yahoo, Google, and Bing. Under that umbrella, PPC ads are the paid ads located on the right hand column and top of the search results, and they are based on the keyword terms that the user searches for. This is different from the main column of results - impacted by SEO
which are "natural" or unpaid. The main PPC objective for companies is to convert as many of these paid ads as possible - and, as a result, reduce costs and increase profit. However, this also means that you have to actively make adjustments to your keywords and copy - rather than the "set and forget" methodology.
Here are some tips to get you going:
There are always improvements to be made, so constantly monitor results and make adjustments. Also, keep an eye on your competitors to see what they are doing.
Sometimes you have to spend more to get more. The rates for certain keywords or positions are high, but if they are producing the best leads, it is worth the price. Just be sure to collect enough data to be able to draw logical conclusions - including the lifetime value of a customer.