Pay per click search engines allow companies to bid on keywords that relate to the products and services they offer. At its simplest, it can be described as a process that involves identifying a group of key phrases relevant to the company, setting up some PPC adverts and applying a daily budget to the PPC campaign.

Overview of the Pay Per Click Process
The first step in any Pay Per Click campaign is to open an account on the PPC website of your choice, for example Google Adwords or Yahoo search marketing.

Once your account is open you log into the account administration area where you can place bids on keywords (or phrases) of your choice so that, when someone searches for those keywords, your site will show up on or near the top of the results.

The next stage is to populate your campaign with key phrases you wish to target and apply your daily budget. It's important to remember that when bidding on any keyword or phrase that this attract a cost. The more competitive a phrase/market sector, the more expensive these costs will be. However with a little care, it is possible to reduce costs and still run a highly effective PPC campaign. There is usually no limit to the number of keywords you can bid on.

Once your account goes live then as your advert is displayed then a fee is subtracted from your account balance every time someone clicks on your listing in the results. This fee is based on your maximum bid level and the level of competition for the specific key phrase.

It is essential to have some level of ongoing monitoring/management of your PPC project to monitor levels of traffic, effectiveness of adverts and of course - to keep a control on costs.

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