Not a new Internet marketing technique, but certainly an effective one, pay per click (PPC) advertising is a powerful way to draw customers to your website. PPC is similar to search engine optimization (SEO), in that it involves the use of keywords to attract prospects. Website marketers bid on the keywords they think their prospects will enter when looking for their products. Search engines will then rank sites based on the highest bidder.

PPC listings are generally found at the top, bottom or side of the search engine results. Again, the best placement is given to advertisers with the highest bid. If their ad is clicked on, the marketer will pay the search engine based on the amount they bid for the space. Google, Yahoo and Ask are some of the more prominent pay per click search engines.

Similar to keyword pay per click are product and service pay per click opportunities. Like the keyword option, online merchants pay to provide a link to their product or service database when a consumer searches for it online. Nextag, Shopzilla and Shopping.com are just a few of the pay per click product search engines. Pay per service options are often used in sites helping to find the best travel deals, such as SideStep and TripAdvisor.

While not a sure thing, pay per click advertising is one of the best ways to give your product or service a premium search engine listing location. And, since the marketer does not pay unless the visitor actually clicks to their site, it is easy to see an immediate return on their investment.

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