Pay per click advertising on search engines allows you choose the keywords from your MKL ( see Profitable Niche Marketing Business for a full definition.) that you would like your niche marketing site to appear for when a search is performed. You decide how much you are willing to pay each time a person clicks on the search results. The more you are willing to pay per click, the higher your site will appear in the results for the keywords you choose.

Generally, the larger the pay per click search engine, the more you will have to bid to get to the top for your keywords. Therefore it's worth investigating different search engines to find what it would cost to bid on your keywords and how much traffic they draw. Ultimately this is an extremely fine balancing act between cost and projected income. It is impossible to make these precise calculations without accurate and trustworthy data. Investing in a quality statistical analysis tool such as Axandra ROI Optimiser will be vital for achieving your aim here.

The largest companies in the pay per click industry are Yahoo and Google. Google is not a pay per click search engine, but it does provide pay per click advertising in text ad boxes to the right of search results it delivers. It also delivers pay per click ads to other content sites. These are often referred to as sponsored listings.

To marketers, sponsored listings offer something that previously has been impossible in the history of marketing – displaying precisely targeted ads at someone who has shown an interest in a subject in real time. Consequently these pay-per-click or pay-per-performance listings have proved to be hugely profitable. They are the reason that Google and Yahoo have been reporting enormous revenues over the last couple of years.

The Google pay per click section is known as AdWords whilst Yahoo offers a very similar service through its Search Marketing subsidiary. Other major search engines including MSN Search and Ask Jeeves also operate their own versions of the sponsored listings model.

However the whole purpose of developing a profitable niche marketing business is to make best use of smaller 'niche' markets often overlooked by the bigger players. Therefore there are a number of smaller dedicated niche PPC search engines which can prove advantageous as apart of your overall marketing strategy.

A very important point to keep in mind with pay per click is you must test, test, and test some more. Don't start off with a major investment. Start with the minimum and see how the search engine performs in terms of the traffic it delivers and how well that traffic converts into paying customers.

In order to do this you will need to be able to rely upon accurate site statistics. An excellent traffic tracking tool such as Axandra ROI Optimiser will be invaluable in this effort.

An essential part of your testing is having a method in place that allows you to track your return on money invested. Again without a tool like that offered by Axandra ROI Optimiser this will prove difficult. However the financial benefits of accessing Axandra ROI Optimiser services for both your PPC and more general SEO and Link building campaigns will soon repay your initial investment.

With your traffic tracking tools established, before spending any money with a pay per click search engine, be sure they each can answer the following questions: