Pay Per Click
For individual campaigns targeted at a niche market, you can use another marketing technique on search engines called pay-per-click (PPC).
A PPC campaign enables you to list your website at the top of search engine results. Your position in the search engines depends on 2 things: the keywords or phrases you want associated with your site and the amount you are willing to pay for your listing.
A PPC campaign is based on a 'bidding system', where you pay a set amount each time someone searches for keywords and clicks on your link to visit your site. You pay only when a web-user clicks on your listing and connects through to your site. The higher your bid is, the higher your site is placed.
Why PPC?
PPC is a very flexible method of marketing. You control when you bid for keywords and phrases and how much you pay for them.
Even if no one clicks on your listing, you don't pay a penny, yet your website's entry is still seen by the users of the search engine. They soon get to recognise your name thus establishing branding of your company's name and its services.