We use Google Adwords in preference to the others we have tried as it easy to set up and delivers results (see our 10 top tips about using adwords page). You simply create an account and create your pay per click adverts. You specify how much you are prepared to spend to get that advert shown on the right hand side of the Google search results (the sponsored results). The more you are prepared to spend to get your online pay per click advert shown then the higher up you will appear.
Each impression (that’s when your ad is visible) is free – it's only when someone clicks on it that you’ll get billed. Hence "Pay Per Click".
Google does some checks when you place your online advert with them. The main ones are that you are not doing anything illegal and that your advert relates to the page it links to. If Google reckons your page has nothing to do with the advert then it increases the price you’ll have to pay to get listed or simply drops the advert. Nor does it like “cheapest”, “fastest” type claims – it rejects them.
Pay Per Click costs vary depending on what you are promoting. Highly competitive Pay Per Click terms such as those relating to mortgages or loans are expensive - perhaps a few pounds per click. However, other less popular terms are only a few pence to buy.
Why not give it a bash with a limited budget and see what happens? Start of with a low bid and increase it until you see what the cost of that advert actually is.
Careful Pay Per Click management is important so either monitor it well or find a Pay Per Click services company to manage it on your behalf.