When Google introduced the term 'Google AdWords', it forever changed the face of Internet marketing, and Pay Per Click became the new lingo of 'rich-trying-to-be-famous' web marketers. Introduced to us as sponsored links on designated position on SERPs, Pay per Click services have come of age. Today, all prominent Search engines like Yahoo, Google, MSN etc. provide both paid (PPC) and natural listings (SEO) on their SERPs, which leave terms such as “Google AdWord campaigns”, “AdWords Google optimisation” or  “AdWord optimisation” familiar in the domains of web users. 
As part of Pay per Click Management, search engines auction strategic positions for specific keywords and key phrases, which are contested for by several contenders of the specific industry. To be included in those listings and drive the right kind of traffic to your site, one must bid high for a position with competitive yet relevant keywords.
Pay per Click advertising: This is a performance-driven system of web promotion, which does not ask one to pay for only being listed or positioned. Instead, here you pay the publisher for the actual clicks that you get on your listings from the link they published

Why do you need Pay per Click services? 
· It lets you generate instant traffic on demand
· Places you in the thick of your target audience within no time
· You pay for performance only
· It's quick and effective
· Optimises your marketing campaigns

Benefits of Pay Per Click?
Ads visible within 15 minutes. 
Highly targeted relevant traffic.
Only pay once a visitor clicks into your site.
Select keywords you wish to appear on.
Select keywords you never wish to appear on.
Extremely easy to determine ROI down to the keyword level.
Easy to find out which products / services are most profitable