Before I begin to outline the finer aspects of pay-per-click advertising, allow me to cite the importance of internet marketing. We engage in the commercial promotion of websites with the sole intention of attracting a good share of the internet traffic. Any internet marketing procedure is bound to fail if it is incapable of attracting the cyber citizens. How does pay-per-click advertising aid an internet marketer? Can anyone start bidding for advertisements? Are there any strategies that one must consider while bidding for keywords?

The niche of pay-per-click advertising might confuse any novice internet marketer. Contrasting information is presented in various websites and e-books. The next time you use a search engine, spend some time looking at the search results. In between the search results, you might come across certain special links termed as "sponsored links". Pay-per-click advertising is nothing but the bidding for these sponsored links. When a user clicks on these links, they will be taken to the intended website (which the marketer wishes to advertise).

Many marketers hold on to the popular notion that pay-per-click advertising is a relatively newer form of internet marketing. However, the origins of the same can be traced back to the 80s when the internet was still far from the reach of the commoners. A query might surface in the minds of the readers - how does the search engine (which displays the sponsored links) benefit from the entire paradigm? There lies the beauty of pay-per-click advertising. The webmaster will have to pay a nominal (or hefty) sum for every click (made by the search engine users). Hence, it is termed as pay-per-click - someone will have to click on the sponsored links and advertisements for the webmaster to pay back to the search engine. If you give it some thought, it is a win-win situation for the relevant parties.

There is more to pay-per-click advertising than what is being listed in here. For instance, you cannot go about bidding on random keywords. The advertisement might match the content present on the website (which you wish to promote). There is another aspect to pay-per-click advertising. In the online world, it is quite natural to come across web advertisements. When someone clicks in these advertisements, a portion of the revenue will be presented to the website owner. Pay-per-action is a form of pay-per-click advertising that is gaining importance among the modern generation of internet marketers.

Pay-per-click advertising and search engine optimization often go hand in hand in an internet marketing/internet business strategy. When you are creating content for a website, please ensure that you use search engine friendly format and keywords. If a website is able to find favor in the eyes of these search engines, then the average page ranking will increase. Naturally, the website will be listed as one among the top search results. You must also entertain proper link building practices. Internet marketing is a diverse niche and in order to excel in this domain you will have to master many other website promotion strategies such as social network marketing and article marketing.