Pay Per Click (PPC) Marketing and Advertising: allows you to bid on keywords/keyphrases (such as "cheap dvd players") in order to obtain top positions on a number of different search engines.

Minimum bids start from as little as 1p per click, while the cost to be placed first, second or third (etc.) in the search engines will depend on how many other people are also bidding on that same keyword/ keyphrase and what product you are advertising (costs for advertising insurance is much more than advertising keyrings, for example).

If few or no-one else is bidding on the same term, you can get cost-effective traffic. If it is a very popular term, it may still be cost-effective even if a single click costs over a pound (which happens for insurance-related terms, for example). It basically depends on what your conversion ratio is from website visitors to sales whether the cost of a PPC term is worth it or not - you need to decide that for yourself.

What you need to remember is that by bidding on targeted keywords, you can ensure that you are not wasting any money, as you know that every "paid for visitor" is definitely interested in what you have to offer (which is not necessarily the case if you opt for more general words or phrases).

There are 3 main search engine companies that provide UK PPC results on both their own search engines and also affiliated sites (such as AOL, Orange, BT, NTL etc.):

a) Google AdWords: These PPC ads are the results you see on the right hand side of a Google page when you do a search.

b) Yahoo Search Marketing: High quality traffic.

c) MSN Microsoft adCenter: PPC advertising service from MSN - one to watch for the future as it grows to challenge Google and Yahoo!

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