When it comes to online advertising, you've probably heard people throw around terms like Pay Per Click (PPC), clicks, and Google Adwords, but what exactly are they talking about?

Pay Per Click advertising is a form of online advertising that only charges you when a visitor clicks on your ad, regardless of your budget or the number of times it is viewed.

Google AdWords is a PPC service that lets you create and run keyword-based ads for your business to display along with search results in Google. These are the ads that you see on the right hand column of a search page and in the additional positions above the free search results, depending on the success of your campaign.

The great thing about Google Adwords is that you're advertising to an audience that's already interested in your business (providing that you're using the right keywords). To get those keywords, advertisers bid on keyword phrases relevant to their target market. Bidding on and using the best keywords for your site not only improves the chances of users finding it, but it will improve your quality score, which in turn lowers the price you pay for each click and forces the ad to display higher on the page.

One company that is currently maximizing their PPC budget through their quality score is Hamburg Overhead Door. Since launching their PPC campaign in January, their click through rate (CTR) has been on a constant climb, having more than doubled in the number of clicks (without ever having to adjust their budget).

How did they do it? 360 PSG's SEO and PPC specialists targeted keywords for local markets within the garage door industry and tailored the results to reflect user's searches, leading Hamburg Overhead Door to obtain some of the highest quality scores attainable by Google . As their quality score rose, the cost per click of each ad went down, allowing Hamburg Overhead Doors budget to cover the cost of nearly double the clicks.

Because of their excellent Pay Per Click campaign, Hamburg Overhead Doors ad is first or second on nearly all of their keyword phrase's search results, giving them maximum visibility to deliver traffic to their site and increase conversions.