Pay per click search engines and pay per click advertising provides web site owners the opportunity to buy their way to better positions on search results pages. It is an advertising model used on search engines, advertising networks, and content websites/blogs, where advertisers only pay when a user actually clicks on an ad to visit the advertiser's website.

Pay per click advertising on search engines allows you choose keywords you would like your site to appear for when a search is performed. You decide how much you are willing to pay each time a person clicks on the search results. The more you are willing to pay per click, the higher your site will appear in the results for the keywords you choose. They are the sponsored links you might see when you perform a search in a search engine. They usually appear at the top, bottom or right side of the search engine results page (SERP) and are identified as Paid Listings, Sponsored Links, Sponsored Listings, or Featured Listings.

Pay Per Click Search Engines: There are hundreds of pay per click search engines. The biggest companies in the pay per click industry are Yahoo! and Google. Google is not a pay per click search engine, but it does provide pay per click advertising in text ad boxes to the right of search results it delivers. It also delivers pay per click ads to other content sites.

Following are the Steps/Process for Pay Per Click

STEP - 1 :: Keyword Research and Analysis for Pay-Per-Click Selecting the appropriate keywords that will give you excellent results when a browser enters their search words in a search engines search field is no guessing game, it is a science. Selecting keywords that will have an impact on search results starts with a lot of brainstorming and in-depth research. The most vital step when developing a pay-per-click account on any search engine is to complete a thorough analysis of visitor search patterns and create a list of relevant keywords your targeted market will input into the search engines while searching for your products and services. Pay Per Click marketing is about identifying the most effective keywords for your web site. By identifying your industry's most targeted keywords, you will eliminate wasted words and increase your chances of gaining conversions.

STEP - 2 :: Creation of Ad-Copies Creating the best ad-copies is the most effective way of a successful pay per click strategy. The ad-copy must be in synch with the relevant keywords and the landing pages. Following guidelines make ad copy creation more effective: . Relevant keywords in the ad title . Clear, precise sentences, not just keywords . Capitalize strategically . No spelling or grammar mistakes . Ad relevant to the landing page

STEP - 3 :: Creation/ design of landing page Landing page should have the accurate call to action point which can lead to the achievement of marketing objective. It has to be designed in a way that user lands on it and reaches the goal. It should have a contact form through which user can reach you. Optimization-landing page must be tweaked to attract visitors and increase conversion rates. The landing page should be very compelling and follow these points: . Be neat, easy to read, and use a lot of white space. . Ensure that it includes calls to action. . Provide simple and compelling descriptions of what is offered. . Repeat keywords from the final keywords list and the ad on the landing page. . Add the "browser back" button on the landing page. . Review the landing page design. . Ensure that the landing page effectively represents the brand. Use logos and color to highlight it. . Ensure that the page loads quickly.

STEP - 4 :: Launching the PPC Campaign Setting the campaign in Google Ad-words is a crucial step. Create ad-groups for main keyword sections; add relevant keywords, landing pages and ad-copies. Then run the campaign and check the performance of your ads and ad-copies.

STEP - 5 :: Monitoring the Campaign Test and monitor your Ad Word campaigns - start with ad groups, then keep the other ad groups for later as you monitor your current campaign. Make the necessary changes to your ad copy, keywords or bid prices to improve your click through rate. Google automatically tracks the click through rate for each of your ads. To identify how many of your customers clicked through to your site from your Google Ad Words ad, use a unique tracking URL for each ad. This will also give you an indication which ads and keywords converted the most clicks to sales.

STEP - 6 ::PPC Bid Management Pay per click bidding or PPC bid management is the concept whereby pay per click search engines first allow you to establish an account with an initial deposit, after which you could make pay per click bids for top positions in the site's search results pages for certain targeted key phrases or keywords. PPC bid management services or the PPC bid management system basically helps manage the endless auction between you and your competitors while you both fight for the top position ( which gets the majority traffic).The more you are prepared to pay for a click through, the higher will be your position in the search engine results.

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