Pay Per Click advertising begins with keyword research. We obtain a base list of words from the client and then expand on this list by using research strategies. Once the words are selected we divide the words into categories, known as “Ad Groups” Each Ad Group has a couple text ads custom written for them. We set the geo-graphic target market for each ad group as well as a daily budget so as not to exceed the client’s allocated monthly budget. Once everything is setup we assign each keyword phrase with a bid amount. This bid amount is where “pay per click” gets its name.