Pay per click advertising is a fantastic way to enhance your website promotion strategy and obtain new visitors immediately. Of course there’s a cost for this popular form of search engine advertising. The amount paid to the search engines, typically one of the big three (Google, Yahoo or Microsoft) depends on your ad budget and how many users click on your advertisement. Website owners will bid on keyword or keyword phrases and a value is given to each ad to determine the positioning on the search engine result pages (SERPs). Website owners will only pay each time a user clicks on their ad.