PPC, 1-2-3

   To make quite sure I’m explaining the concept of PPC adequately, let me just
take you through the process of how PPC works, step by step:
1. The advertiser joins a search engine’s PPC program and “loads” the
   account with some money — say, $50 (though some companies’ PPC
   budgets are in the hundreds of thousands, even millions, of dollars a
   month).
2. The advertiser creates a small text ad (in some cases, PPC can include
    images, but I describe the most common form here).
3. The advertiser specifies with which keywords the ad should be associated.

4. The advertiser specifies how much he’s willing to pay each time someone
    clicks on the ad.
5. Later, someone arrives at the search engine, enters one of the keywords
    or keyword phrases specified, and clicks the Search button.
6. The search engine finds the matching ads and places them on the
    results page.
7. If the searcher clicks the ad, he is taken to the advertiser’s Web site, and
    the advertiser is charged for the click.