Pay Per Click enables you to list your site at the top of the search engine results by advertising on keywords that best describe your product or service. It is a dynamic marketplace – the higher you bid, the higher your advertisement will be displayed in the list.
You pay only when a searcher or clicker actually clicks on your listing and connects to your site. You don’t pay to list, you only pay for clicks or click throughs. This way you only pay for the traffic to your site, there are no other hidden costs.
An account with a PPC search engine (and most offer PPC these days) is a great way to drive targeted traffic to your site because you only pay for actual clicks to your site. It allows you to get maximum exposure, while you control the amount you want to spend on your marketing campaign.
By selecting the keywords you are interested in, and the wording of your Ads, you also have a great deal opf control on the type of users that are likley to click on your ad. Your risks are very limited. and with sophisticated analysis and reporting tools (often included as a part of the campaign management interface) you can clearly track the effectiveness of your ad campaign.
Some of the most widely used Pay per Click programs are Google Adwords, Yahoo Search Marketing and Microsoft adCenter.