The basics of pay per click advertising are quite simple. You make an advertisement and submit it to the platform you want it to be advertised on. Once approved, your ad will be displayed and when someone clicks on it, you are charged a fee. A pretty simple process, right? Where it gets difficult is with the optimization of a pay per click advertising campaign. This is a vitally important part of advertising that the best digital marketing experts excel at. You need to tweak and test your ads, keywords you target, and budget to find what works the best for your goals. PPC optimizing should be done on a consistent basis to keep your advertising fresh and your ROI (return on investment) high. It is never advised to “just set it and forget it”, when it comes to pay per click advertising, or any form of advertising for that matter.