Have you ever noticed those sponsored results that appear after your Google search 99% of the time? This is pay per click advertising.
Companies that appear in the top of your Google search bid for that position, and are charged every time a visitor clicks on their link. Pay per click campaigns can be a complete waste of money if done incorrectly, but those that do it right can thrive from directing the perfect customer to their website.
The Marketing Donut – Setting up a pay-per-click campaign: http://www.marketingdonut.co.uk/marketing/online-marketing/online-and-ppc-advertising/setting-up-a-pay-per-click-campaign
As this book is based on a first website, it is best to avoid PPC advertising initially as it can be a bad decision if not done correctly. However, if you want to set up your own PPC campaign, we suggest watching the following video:
Complete Google Adwords Tutorial 2016: https://www.youtube.com/watch?v=1RPV4fNoCjI