Pay per Click is one of the advertising tools for the entry level and mid segment market advertisers. Pay per Click advertising is actually the placement of small and specific ads by specific search engines on the pages related to search result in accordance to the demand of the specific keyword or keyword phrases or few different keywords. The advertisers make payments in accordance to the clicks they receive.
This is a method of advertising where the advertiser pays each time visitor clicks on the ads. There are no charges for appearing on the search engines, its only when a visitor wants to gather some information and the ad is clicked, the advertiser is supposed to pay.
Pay per Click is boon in a way that most of the clicks that the advertiser receives create a kind of probable customer and the payment has to be made in installments to keep the advertisement cost low.Pay per Click is a bane as well. This is because the competitors can click upon the advertisements several times thus increasing the amount of advertisement for the advertiser. Also the net result of these false clicks is zero as they were not relevant customers for that product.