Advertisers enjoy PPC advertising because it is simple, they have greater control over their ad campaign, and they receive better feedback on its performance. The growing importance of online marketing makes PPC an important arena for them to use and master and in fact, it's not uncommon for CEO's to do their own company's PPC campaigns.

The pay per click advertising programs with the greatest market reach are offered by Google and Yahoo. Google's program called AdWords delivers targeted pay per click ads via its own search engine Web sites and a host of partner sites.

Pay per click advertising on the other hand, allows you to get your web site listed on the results pages of an almost limitless number of keyword phrases. That kind of reach is incredibly powerful.

For most of the PPC search engines, the advertising rules and listing procedures are straightforward. The highest bidder for a phrase gets top spot. Both programs have relevance requirements. That means you have to target the right type of searcher or consumer with the right keywords. Your ad must get clicked on regularly enough or it will be removed.

Generally speaking, before launching your pay per click campaign you should take an inventory of the product and services categories you're interested in, along with the specific products and services you have to offer. Make sure these products and what you're going to say about them, is substantiated by your web site content otherwise your ad won't be allowed.