PPC or pay per click is quickest way to make it high on search engines. However, unlike search engine optimization PPC advertisements are paid. Search engines have dedicated paid advertisement sections where websites are usually ranked based on the price per click. For example, the website paying the highest sum of money for each click will be ranked on the top, followed by the website that paid the second highest sum.

Be it search engine optimization or PPC, everything starts with a keyword research. In this, you have to undertake a comprehensive research to find out the keywords that suit you best. This is followed by a competition research to evaluate the general bid as well as the highest bid, and finally place your bid. Suppose, the highest bid is $1.9 on each click and you bid for $2. This means that your advertisement, being the highest, will appear on the top. Now, for each click on your website you will be charged $2.

Now, the obvious question is what is the return on investment for the huge amount paid on PPC? Search engine optimization takes time but is free (apart from the money spent on optimizing a site), while PPC is chargeable per click on the click. When PPC first came into being, it was seen as a boon because search engine optimization usually takes a long time for the results to be apparent. On the contrary, you could get the highest visibility the day your website was launched by opting for PPC. However, cost is a major retarding factor in PPC. Moreover, many fraudulent activities, in the form of hoax clicks, automated clicks used to take place, which had even led to bankruptcy of website owners. This is however, no longer a problem because search engines are now much more efficient in handling frauds and keep a track of IP address from which a sudden high number of clicks are taking place.

Google and Yahoo are the major PPC search engines. There are also minor ones with charges less than the major but can bear good results if used effectively. You just need to do a little bit of research on the web to find out the better-visited PPC search engines and the best keywords for you. Ideally, you should go for a PPC campaign to get fast results while keeping the SEO activities at the same time so that while your website is optimized you can opt out of PPC.