Pay Per Click
 In 1998, as the commercial web was growing
a company called GoTo was launched - their product was pay per
click advertising. It provided a unique method of promoting services
and products to the ever-growing web.
In those early days pay per click was so simple a child could
do it, unlike the current providers' more complex procedures
and algorithms. One simply bid an appropriate amount on any key
phrases thought relevant and away you went.
Over the years pay per click has developed into an art with
many companies offering professional services handling pay per
click campaigns for the larger firms on the web. You can even
take a course with Google to become a "Google Advertising
Professional" to gain maximum benefit from your pay per
click marketing.
Because of its immediate nature, pay per click is often used
to drive traffic to sites that are brand new, providing instant
customers to ecommerce websites.
Despite some search engine optimisation companies claims and
"guarantees", pay per click is the only guaranteed
way to the top of the results with Google, MSN and Yahoo. And
even this requires certain skills in the writing of creatives,
keyword mining, appropriate "landing pages" etc.
When done well, pay per click can be an instant success, but
done badly it can be a drain on margins to the point that there
is little or no return on inestment. This situation can also
be exacerbated by big companies, prepared to pay top-dollar to
boost their brand awareness.
Pay Per Click companies.
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