Pay Per Click Advertising.
Another variable in Search Engine Marketing is Pay per click advertising, or PPC, which is a great way to quickly drive targeted traffic to your site. Instead of paying upfront for placing your ad on the search engines, you are only charged when someone actually clicks on your keyword-targeted advertisement. Google, Yahoo, and Bing all offer pay-per-click advertising on their search engine result pages (SERPs), and can feed your ads to smaller search engines to expand your reach.
Website optimization for good ranking in the natural listings takes time and is an ongoing process of adding fresh content and building links. Even if you already have a well-optimized site, there may be some additional keywords that you would like to show up for in the search engines. (It is virtually impossible to naturally optimize your site for every single keyword related to your site.) You may even want your ad to show for those extra-competitive keywords that are also poor choices for natural optimization. PPC provides a great solution to all of these problems — and it works! Paid placement enables you to buy your way to the top of the search listings!