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The importance of Pay-Per-Click (PPC) Search Engines in online marketing increased rapidly around 2003. Pay-Per-Click Search Engines such as Overture, Findwhat, Enhance (Ah-ha.com), and Espotting offer large quantities of traffic through a bid for placement scenario.
Unlike a free search engine, such as Google, that ranks your site by having a search engine spider crawl the site, and rank it by certain criteria, a PPC search engine imposes a fee for the placement. Other advertisers compete or bid for placement. Whomever is willing to bid the most, is placed in the number one postion for the keyword.
The potential traffic available is great for advertisers, but inefficient management of bids could result in "missed sales", and wasted marketing expense.
PPC Search Engines are different from normal or free search engines. This type of engine charges a fee to the person who added the listing. Every time someone clicks on the link listed in the search engine, the advertiser is charged a fee. This is the origin of the term Pay Per Click(PPC). PPC advertising can be very expensive. PPC mangement programs manage the listing for the advertiser by keeping them in their desired position or preventing them from going over the desired budget.
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