What is Pay Per Click

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In 1998 Overture pioneered the idea of selling contextual based advertising. You
could buy search results for as low as a penny or two per click. This system has
quickly evolved into one of the worlds most competitive marketplaces.

Why Use Pay Per Click?
Sometime you can not afford to...or simply do not want to wait. Pay per click
search engines allows you to list atop search results quickly. This will allow you to:  

•    Prototype ideas to track demand before you invest into a new business
model or are stuck footing the bill for a new site design.

•    Quickly gather feedback on market conditions.

•    Split test to a live audience and gather results in real time.

You can use Google AdWords to offer a free white paper about some topic from a
one page website. If nobody is interested in downloading your white paper or you
can not seem to get enough clickthroughs then odds are:

•    the market is not yet ready for your product  

•    or you are marketing it from the wrong angle  

•    or you are marketing it to the wrong people

Who Should I Trust in Pay Per Click?
There are a few major players in the pay per click arena. Overture (as of writing
this) currently has network partnerships that span Yahoo!, MSN, InfoSpace,
AltaVista, AllTheWeb and many other partners. Google AdWords has a larger
distribution network across Google, AOL, About, Earthlink, and many others
sites...even a few of my own.

For the sake of this report I am only going to cover Google AdWords and Yahoo!
Search Marketing. There are a few other pay per click search engines (Ask Jeeves,
Business.com, Miva, Kanoodle, Enhance Interactive, 7Search, Findology, Search123,
Epilot) that may be well worth a look after trying Google AdWords and Yahoo!
Search Marketing.  While beginning pay per click advertising I would recommend
only using Google AdWords and Yahoo! Search Marketing.

When you use large pay
per click search engines
you guarantee you are
getting good traffic and
that your business model is
scalable.

Smaller engines provide
slower feedback loops and
some    may    not    even
provide quality traffic.

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