Should You Pay to Play with Search Engines

Pay per click (PPC) is an Internet advertising model commonly used on search engines, advertising networks, and content websites, such as blogs, where you as an advertiser only pay when a user actually clicks on your advertisement to visit your website.

With search engines, you are typically bidding on keyword phrases relevant to your target market. When a user does a keyword search that matchs a keyword on your list, or views a webpage with relevant content, your advertisement may be displayed. Such advertisements are called sponsored links or sponsored ads, and appear adjacent to or above the "natural" or organic results on search engine results pages. Content based websites commonly charge a fixed price for a click rather than use a bidding mechanism.

Although many PPC providers exist, Google AdWords, Yahoo! Search Marketing, and Microsoft adCenter are the largest network operators as of 2007. Minimum prices per click, often referred to as costs per click (CPC), vary depending on the search engine and the level of competition for a particular phrase or keyword —with some CPCs as low as US$0.01. Very popular search terms can cost much more on popular search engines.

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