There is a strong, viable answer to Internet marketers who are struggling with finding a friendly, effective means of bringing qualified traffic to their piece of Internet real estate. The answer: pay per click search engines (PPCSE). Unlike the other forms of advertising that we discussed, well managed PPCSE’s do not bring the intrusive, distracting elements that the other forms of advertising brings.

The key difference between pay per click search engine marketing and other forms of marketing is simple: who initiates the advertisement. In traditional advertising methods, the advertiser is forcing their message upon the Internet surfer. With a pay per click search engine, the user initiates the information flow.

They are open to receiving information from marketers.

By actively searching on a subject, the surfer is presented with a list of options that should meet or come close to meeting his or her need. The results are obvious: a more highly targeted visitor to your site, a visitor with a higher inclination to partake in the service your site is offering (as they were actively seeking it in the first place), and the ability to pay for only the interested visitor.

Pay Per Click advertising brings obvious benefits to the marketer. Because the advertiser only needs to pay for the traffic received, and because that traffic is qualified much more than an intrusive banner ad or e-mail, the resulting ROI is much higher. In addition, the marketer does not suffer from as many instances of a passive visitor. This is not to say that there will be no passive visitor, but the instances will be greatly reduced.

One stat that we like to point out in regards to pay per click search engine marketing is this: a clickthrough rate of 100%. Think about it: you know immediately how many visitors you are going to receive as a result of your listing. No worrying about eeking out that extra 0.02% in visitors. If you are familiar with running banner ad campaigns, you will quickly know how frustrating it is to see thousands of impressions go by without anyone paying attention.

But most of all, pay per click marketing compliments the Internet surfer’s manifesto of privacy, speed, and convenience. Again, by being a user initiated advertisement, the user is welcoming the information. Because marketers bid on specific keywords and phrases, a well managed pay per click search engine will greatly increase the relevancy of a search initiated by a user. Also, a well-managed pay per click search engine will eliminate the needless distractions of a company trying to call attention to an unrelated product or service.

If you have not yet tried pay per click advertising, you need to begin doing so. It is certainly the future direction of marketing. As other marketing forms struggle to find ways to compliment the Internet surfer’s manifesto, pay per click advertising will be a solution to draw in new clients and customers at a fraction of the cost.