what Pay per click offers..

Call it the evolution of the "traditional" search engine. Pay Per Click Search Engines allow advertisers to sign up and bid on specific keywords -- keywords that are relevant to the particular products and/or services available on their Web site. Advertisers bid for priority location in the search results of these relevant keywords. The order in which listings for a particular keyword are displayed is determined by the amount of these   bids.

Pay per click tips..

• Check your ego at the door! Sometimes it's tempting to get into a bidding battle, just for the pure competition...don't do it! It's not worth it.
• Make or use special landing pages for your campaigns. If you have an online gift shop with a variety of items and you are bidding on "blueberry scented candles", don't send them to your home page. They may not be able to find the blueberry scented candles and that's what they are looking for.
• Make a budget and stick with it. If you can't afford more than 7 cents per click, don't bid higher. There are always more targeted keywords to be found. And remember, even if you aren't on the first page, you will still get clicks. Perhaps, not as often...but you will still get clicks even if you are 3 pages in, especially on frequently searched phrases.