Pay per click is the modern internet marketing tool. The pay per click is an advertising service offered by online search engines for free of cost, but initially, you have to pay some preset sum, when any visitor of search engine clicks your ads. In pay per click advertising, the merchant pays a commission each time someone clicks on an ad that directs them to the merchant's website.

First you need to consider some important factors before deciding on a pay per click advertising contract. How much it costs varies and depends on several factors, particularly the keywords selected, number of clicks the ad generates and the terms of the contract. Determine how much you are willing to pay for each click, depending on your advertising budget. Other factors to consider when selecting a contract is whether you want to pay initial set up fees or not and pay for clicks ahead of time or not. The requirements vary, depending on the company you select for your pay per click advertising efforts.

Once you have selected the program that best fits your needs, you will need to set up the ads. For pay per click advertising, you generally have approximately 125 characters to convey your advertising message. This means you will need to write ads that are concise and convey your message to your target audience, generally with a benefit of your service or uniqueness of your products.

Pay per click service can be expensive for your business, as mostly it depends upon your biding, the higher the biding, the higher will be the rank in search engine, but once anybody else made a bid higher than yours, your position will be lowered in the search engine results, so there is a constant need to increase your bid after some time to stick on your position. This will surely increase your cost for bearing this service, but one interesting thing about this PPC ad campaign is that, you can chose as many keywords as you like and there will be no extra cost for that, there is no doubt that some keywords are more effective than others, so you should make a significant research to get highest possible efficient keywords.