Pay per impression on the other hand works well with brands that only want to increase awareness and visibility
. A mere sighting of the ad is impressive for some. To get started, there are two categories under the pay per click universe: The first one is "Search PPC". These are the ones you see at the right column of a Google search. Yes, these are the yellow portions that annoy you sometimes whenever you use the search engine for your queries. Results are calculated differently in here because it is far from the computations done in normal ranking processes. The top search spots come with a price. A regular bidding for the top spots are made regularly. This means that you need to buy that spot regularly in able to stay on top of the search pile which can be maintained by ppc management. Some search engines even try to mix their paid listings into their natural listings to make it even interesting. They even hide it from plain sight to make it inaccessible to people. The other pay per click category is "Content PPC". These are the little boxes under the browser that says "Ads by Google". These even eats up your internet window space and annoy you at times. Instead of paying for the top spots, you buy space on relevant pages to make your ad closer to your intended audience. If sorting is based on keywords, matching your ad to pages is completely different. Keywords, in themselves, are definite. Search engines Ads that are content-based are matched by the search engine based on the similarity of the subject matter. In general, content PPC costs less because the users that are targeted are less actively seeking a link.