Pay per click (PPC) is an online advertising model where advertisers pay a fee each time their ad is clicked. It is a way of buying visits to your website, rather than earning those visits organically. Advertisers bid for ad placement in a search engine's sponsored links for specific keywords related to their target audience. When a user searches for those keywords, the search engine displays the advertiser's ad. If the ad gets clicked, the advertiser is charged for that click, hence the term "pay per click". PPC is an effective way to drive targeted traffic to your website and increase brand visibility.

Pay per click advertising offers several benefits for businesses. Firstly, it provides instant visibility and exposure to your target audience, as your ads are displayed on top of search engine results. Secondly, you only pay when someone clicks on your ad, ensuring that you are investing in actual engagement. Thirdly, PPC allows for precise targeting, enabling you to show your ads to specific demographics, geographic locations, or even during certain times of the day. Additionally, PPC offers detailed insights and analytics, allowing you to measure the performance of your ads and make data-driven optimizations. Lastly, with PPC, you have full control over your budget and can adjust it based on your business goals and needs.

Setting up a pay per click campaign involves the following steps:

1. Define your campaign goals and target audience.

2. Conduct keyword research and identify relevant keywords for your ads.

3. Create compelling ad copy and headlines that attract clicks.

4. Choose appropriate landing pages that align with your ads and provide a seamless user experience.

5. Set your budget and bid for keywords to compete in the ad auction.

6. Monitor and analyze your campaign's performance regularly.

7. Make necessary optimizations, such as adjusting bids, refining keywords, and improving ad targeting.

8. Continuously test and iterate your ads to improve their effectiveness.

Pay per click advertising can be complex, and it's important to avoid certain pitfalls. Some common mistakes to avoid include:

- Poorly researched keywords: Failing to conduct thorough keyword research can result in targeting the wrong audience and wasting ad spend.

- Irrelevant ad copy: Your ad should align with the user's search intent and clearly communicate the value proposition.

- Neglecting landing page optimization: If your landing page is not optimized for conversions, users may leave without taking any desired action.

- Ignoring performance data: Regularly monitoring your campaign's performance can help identify opportunities for improvement and optimization.

- Overlooking ad scheduling: Showing ads at the wrong time may lead to low conversion rates and inefficient spending.

- Not setting a realistic budget: It's important to set a budget that aligns with your goals and allows for experimentation and optimization.