Pay Per Click Advertising

The main players in the PPC market are Google, Yahoo and Bing and it’s the main and most effective source of advertising online. What PPC actually means is that you have the power of determining exactly who visits to your website. The only payments you make are for those clicks that lead to your website. For example if a person clicks on a search engine result, link, or a banner and gets to your website you pay for it and is called pay-for-performance advertising. If your link is seen but not visited the act is counted as an impression.
Impressions are "the number of promotional units a person is subjected to" (Cone, S. 2008. Powerlines). Impressions are not to be paid for. There are also many advertisements deals and offers based on impressions, which charge per thousand (CPM).

A tracking system called “Click stream Analysis will tell you what people do on your site once they visit through PPC advertising. The information is used to manage your advertising campaigns and determine the best ways to:

• obtain quality traffic
• convert visitors into customers
• create action that generates revenue