Pay-Per-Click Marketing (PPC) is based on the idea of paying a search engine to display a small advert within a page of search results for related searches of your choice. PPC allows your website to artificially gain a high visibility & receive traffic; paid placement. The amount that you have to pay to get to the top of the pile (or near to it) will depend upon the number of other advertisers that are bidding against you for the same position; the market decides. In some sectors, such as finance & banking, advertisers will have to pay several pounds per click in order to see their advert on the first page. In specialist niches the same visibility can often be achieved for less than fifty pence per click, but even at this level the click fees soon add up. Your PPC campaign must be well targeted towards relevant search phrases & preferably ones that only a few other advertisers are targeting.