Pay-Per-Click Advertising Explained

Pay-Per-Click is a unique form of search engine advertising that can be an effective way to market your web site. A PPC search engine enables you to advertise your site at the top of the search engine results by bidding on keywords that refer to your products or services. You must determine how much you are willing to spend for each keyword, and the higher you bid the higher you will appear in the listings.

You only pay when someone clicks on your listing and connects to your site (you don’t pay to list, you only pay for click-throughs). You can guarantee that your site will appear in the top results for the terms you are interested in within a day or less. Pay-Per-Click listings are an option that should be considered by those who want to quickly build visibility for their web site.

Pros

Improves your website's ranking and traffïc quickly.
Tests the marketability of your product or service swiftly.
Determines the ability of your web site to convert visitors to a call to action or make a purchase promptly.
Identifies which keyword phrases will provide the best conversion rate rapidly.
Provides complete control of the search engine campaign, both position and cost.
Cons

Cost

The foremost PPC providers are Overture Precision Match and Google Adwords. With Overture Precision Match your ad is placed at the top of search results on its partner search engines and directories, which include: Yahoo, MSN, Lycos and HotBot. Google's Adwords listings are presented on the right hand side of search results on the Google engine, and on private sites of relevance through the Google AdSense program.