Let me tell you—I'll never forget my first experience working on a large-scale Pay Per Click (PPC) campaign.

At the time, I'd been managing SEO campaigns for a year or so, and was convinced that optimizing sites for free search traffic was the way to go. Then a new client came on board whose entire business had been built around selling electronics through PPC. I was asked to help out, and thus began a crash course in the fine art of paying for clicks.

I'd never seen anything like it. This client was spending close to $15,000 a day on Google AdWords, and those AdWords clicks were bringing in sales of well over $100,000 each and every day.

What's more, this client was operating as if organic search didn't even exist. Out of the thousands of pages on their website, just three had been indexed by Google. As far as search engine optimization was concerned, their site was a mess. And yet, they had built a thriving and highly profitable operation by doing just one thing:

Naturally, once we brought their organic SEO campaign up to speed, they were able to do even better, but the experience opened my eyes to the enormous profit potential that comes from truly mastering Pay Per Click strategies.

I've been hooked ever since ;)

A Crash Course in Pay Per Click Marketing

Simply stated, PPC is an Internet advertising campaign driven by an auction-style system in which advertisers bid for placement of their ads. First, you choose a search engine's PPC program, then design an ad and choose a list of keywords you want to bid on. Whenever someone enters one of those keywords into a search engine, your ad will appear alongside that search engine's regular search results.

Whenever someone clicks yo...