PPC works around a search engine keyword bidding model i.e. an advertiser would bid for specific keyword phrases relevant for their target market and have their advertisements displayed whenever someone searches those keyword. Search engines display an advertisement whenever a keyword or phrase matches the advertisers? keyword list. These display advertisements are called sponsored ads, and generally appear on the right hand side or above organic results on search engine results pages. Example: Google.com, Yahoo.com and Bing.com.
The top players:
Google Adwords is the most popular player in the market. And the main source of income for Google.com. They offer pay-per-click advertising, and site-targeted advertising for text, rich-media ads and banners. Their program includes local, national, and international distribution.
Yahoo Search Marketing is offered by Yahoo.com. There basic set up is quiet similar to Google Adwords. They began offering this service after acquiring GoTo.com. GoTo.com was the first company to successfully provide a pay-for-placement search service.
Microsoft adCenter works with on the Bing.com search engine and is the last in the ?big three? players. It provides both User Interface and API front end to advertisers, built on Microsoft .Net 2.0 frameworks.
With the ever changing online search engine framework, PPC is now becoming one of the most important and by-far the only preferred advertising and marketing model for many SME (small and medium sized businesses) around the world. With the effective use of PPC keyword placement, an advertiser can reach out to multiple regions and demographics around the world and achieve maximum traction and exposure.
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Source: http://smallbusinesspool.net/2012/07/27/ppc/
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