Pay Per Click (PPC) is most often thought of as a way to get your product or service in front of a very targeted audience. By “bidding” on keywords that pertain to what you are selling, you hope that people will click on your links ahead of everyone else’ links, and even better, buy what you are marketing. 
Pay Per Click is a good way to market your product or service, and has been the key to success for many businesses. It requires good research and an advertising budget, but done properly, is very successful. An advertiser who has figured out what keywords bring in the most paying clicks for his product can pretty much write his own paycheck.
The downside to pay per click advertising is that you can spend a lot of money and get nothing in return. This has become an issue with Google’s PPC program. As the old saying goes, they have been hoisted by their own petard, or hung by their own rope. Because of their massive size, the cost for PPC on Google has become very expensive in many areas.
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