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The Lowdown on Pay-Per-Click Advertising

Pay-per-click advertising can bring a stampede of shoppers to your site, but make sure your keyword performance is profitable.

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This story appears in the June 2006 issue of Entrepreneur. Subscribe »

Pay-per-click delivers serious shoppers to your site instantly, and it's cost-effective if done right. Play smart with the three leading search engines--Google, MSN and Yahoo!--to drive in new customers without blowing your budget.

Why advertise on all three? Not only do they get the lion's share of search engine traffic, but they also feed their PPC ads to different sites. For example, Google feeds AOL, and Yahoo! feeds CNN.com. (MSN has not yet announced its distribution partners.) With different audiences and advertisers, your ad's performance can vary on each engine.

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