Pay Per Click (PPC) marketing is based on a bidding system that essentially allows you to "pay" to have your web site listed on the SERP's (search engine results pages) of the major search engines like Google, Yahoo, & MSN. These links are often called Paid Listings, Sponsored Links, Sponsored Listings, or Featured Listings.

Most search engine advertisers who employ both SEO and PPC typically report very positive results. However, it is important to understand that a well-executed SEO plan over time usually delivers more visitors at a lower overall cost than a PPC campaign, as SEO is a fixed-cost expense that can continue to generate revenue for you via good rankings long after you've finished paying for your campaign, whereas PPC is a variable-cost expense that can escalate beyond your budget at any given time and stops sending you targeted traffic the moment you stop paying for listings.