Pay per click is the modern internet marketing tool. The pay per click is an advertising service offered by online search engines for free of cost, but initially, you have to pay some preset sum, when any visitor of search engine clicks your ad. Pay per click has gained popularity because of its simple and efficient process; it does not require any technical knowledge or any specific skill, what you have to do is to just bid for "per-click system" keeping in view the keywords relating to your business, and the search engine will direct the visitor to your site paying the bid amount. The pay per click system depends upon the use of keywords and key phrases, by using these keywords ads through the search engine; you can drive traffic to your site, whenever a visitor clicks the ad. You can get the most favorable keywords by bidding for them, and the highest bidder will get those keywords for his website. The most important thing about this PPC is that the selection of keywords should be made carefully, which should be in accordance with your business, so that the targeted audience could easily be driven to your website. The placement of your ad depends upon the biding, you can rank your ad highly by biding higher for the keywords, which will eventually lead your add to a "high up status in PPC advertisement".The pioneer of pay per click system was Google, which initiated this marketing tool; however, many other websites and search engines are accepting pay per click advertisement. If you want to get the best out of this PPC service, then you must construct this PPC campaign effectively, there are several well known companies that are spending a considerable amount of money to excel their PPC campaign every month.To get the best result, you should try multiple ads for its PPC campaign, so that you could chose the best PPC ad for your website or business, once you get the desired market knowledge, you should finalize the ad which suits you the best and then focus on that add for better results.Pay per click service can be expensive for your business, as mostly it depends upon your biding, the higher the biding, the higher will be the rank in search engine, but once anybody else made a bid higher than yours, your position will be lowered in the search engine results, so there is a constant need to increase your bid after some time to stick on your position. This will surely increase your cost for bearing this service, but one interesting thing about this PPC ad campaign is that, you can chose as many keywords as you like and there will be no extra cost for that, there is no doubt that some keywords are more effective than others,so you should make a significant research to get highest possible efficient keywords. This will obviously enhance your ranking in research results.