When promoting a website, there are many different techniques that can be used. Ultimately, a decision must be made as to where to invest your hard-earned money. As of February 14th, 2007, approximately 80% of all internet traffic comes from search engines, and there are two ways to get a share of this traffic. Traffic can be obtained via the natural listings through Search Engine Optimisation (SEO) or via the Sponsored listings by setting up a Pay per Click (PPC) campaign.
Search engine marketing started out in 2001, the first pay-per-click search engine was Overture. Search engine optimization had been around for a while and to generate the traffic and targeted nature of search engines realized there could be a quicker and easier way to list websites. This was the birth of pay per click (PPC).
Pay Per Click Marketing (PPC) is a subset of Search Engine Marketing and refers to a specific type of advertising where you pay a search engine every time when a potential customer clicks on your advertisement. Pay-per-click advertising on search engines allows you to choose keywords you would like your site to appear for when a search is performed.