Paid search advertising can help you get a lot of traffic. However, big budget pay per click campaigns can be expensive, especially if the keywords you're bidding on are competitive and high traffic keywords and the conversion rates on your website are low.

There are 2 things that can really help you improve the returns from your PPC campaigns.
1 - Set bid amounts for individual keywords based on their conversions
2 - Optimize your landing page so that the message given out is unambiguous and direct

Landing Page Optimization with Convonix includes carrying out various scientific tests on your website landing pages resulting in improved conversion rates.

This combined with a systematic paid search advertising strategy and proactive PPC campaign management can help you improve the ROI from your Pay per click marketing, manyfold. Learn more about the search marketing services carried out by Convonix - The Search Engine Optimization Firm including Search Engine Optimization and Paid search advertising (PPC).

Overture was the first PPC search engine. They partnered with other major search engines like MSN and Yahoo, which displayed overture ads on their search engine result pages. Overture, though much less popular than Google, was hugely profitable. Recognizing the potential of paid search to generate revenues, Google launched its Adwords program. Going a step further, Google also launched adsense, which let millions of small publishers monetize their websites by displaying adsense ads on their web pages.

Learn more about our PPC campaign management solutions.

Search Engine Optimization or SEO helps your site rank in the first few pages of the search engines when someone searches for your product or service. To do this, it is necessary to optimize your web pages (i.e. - edit the code and content on your site) and then make the site more populary by getting other websites to link to it.

This process of optimization takes time. However, once the site is up there you do not need to pay anything to the search engines for the traffic that they send to your site.

In contrast, Pay per click can be implemented quickly and can start sending you traffic as soon as it is implemented. Pay per click form of advertising involves bidding for position on the search engine pages. The higher you bid the higher your site will show up under the sponsored listings of major search engines like Google.

Pay per click advertising, if not implemented correctly, can work out to be quite expensive. However, a good strategy and effective PPC campaign management can help reduce your cost per click and cost per conversion, making it a great source of traffic.

More on PPC

Some useful Pay per click resources are -
Google Adwords
Yahoo Search Marketing Blog
PPC Articles