What is Pay-Per-Click?

Pay-Per-Click is a search engine advertising program that displays your Web site advertisements on search engine pages or other portals. Pay-per-click is different from SEO because pay-per-click ads are listed in the paid advertisement sections of the Web pages rather than the organic listings.

Google AdWords

Google pay-per-click program is called AdWords and is currently the largest online ad network reaching beyond any other search engine advertising program. Besides displaying your ad on the Google search engine, AdWords also provides the opportunity to display your ads on consumer and search portals such as the New York Times, HGTV, diy, Shopping.com, America Online, Netscape and Ask Jeeves.


Yahoo's Pay-per-click program offers many of the same features as Google's AdWords program. Advertising with Yahoo's pay-per-click program will enable you to include your ads in local search listings, AlltheWeb, Citysearch, Alta Vista and others. Yahoo also offers a program called Content Match. Taking advantage of Content Match will enable your Web site to be advertised on Web sites such as CNN.com and ESPN.com.

Pay-Per-Click Advantages

Search engine optimization is a very effective strategy, but is a long term approach. Because pay-per-click is so customizable a pay-per-click strategy could be implemented during this period of waiting for SEO results to appear.

Pay-Per-Click is Convenient

  • Instantly turn ads on and off.
  • Manage your budget closely.
  • Experiment with Keyword phrases.
  • Analyze CTR, CPC and conversion rates.

Pay-Per-Click is Customizable

  • Modify and create new ads instantly.
  • Target specific geographical areas.
  • Advertise when you want - holidays or seasonal.