Pay Per Click (PPC) advertising is a service provided by the major search engines that allow website owners to promote their sites in the search engine results pages (SERPs) for some fee.
Since Google is the most used search engine, advertisers focus much of their budget on Google Adwords. Adwords allows users to bid on keywords, usually with the highest bid getting the top advertising space on the SERPs. When a web user clicks on your ad, you are charged whatever the cost per click is. Click costs can vary from a dime up to several dollars, typically depending on how much competition there is for the keywords in question.
Most Pay Per Click services allow the advertiser to set daily and monthly spend budgets so that users can work within their budget constraints. Ads can also be set to display at certain times of the day for situations where the target audience is more active at during different parts of the day.
Pay Per Click is great way to bring traffic to your site. It’s not free, so advertisers need to make sure that the campaign is well run to they can maximize their Return On Investment.