Pay Per Click Marketing (PPC) is one of the most popular forms of online marketing available today. The seemingly painless setup has made PPC a fast growing method of advertising for businesses and websites of all shapes and sizes. The basic premise of pay per click is that you will pay an amount determined by the competitiveness of your keyword for each click that your ad gets. When someone clicks on your ad, they are taken to your website and end on the URL you indicated in the initial ad setup. Sounds simple enough, but you would be surprised how many variables go into every account.