For some time now pay per click marketing has been used by new and experienced internet marketers like those handling  software sales  who want to provide increased traffic to their website in a short space of time. The reason for this is how superior it is against almost every other type of advertising. There are a great many misunderstandings about how pay per click works which I hope will be addressed below.The concept is simple; by placing a text advertisement with a link to your site on a larger website that is very busy, you can direct traffic to visit yours. Then, whenever anyone clicks that ad, they will be taken to your site, and if they stay there for more than five or ten seconds, you will pay the hosting site a very small amount of money. Now, the advert you have inserted on another site is directly related to the product or services the hosting site offers otherwise the advert would be wasted. One of the most obvious advantages to pay per click is that you will only pay when people come to your site, that is, when the ad is used. With other types of advertising you pay in advance but there is no assurance that anyone will bother taking any notice of it but it has still cost anyway. In the past there were many complaints about bills being run up by competitors clicking on an advert link but that is not the case. When you use pay per click marketing, you will benefit from using directed and targeted marketing. Your ad will only show up on sites where people are already interested in something related to what you are offering. The largest and best known of these pay per click services is Google with their Adwords program. The process is easy to understand; all you need to do is provide Google with the phrase or word that you want people to use to see your advert. Next to the natural search results, you'll find that your ad shows up along the top or on the sidebar.It is this immediate effect that appeals to many advocates of pay per click marketing. Whether the ad is going to be effective or not can be assessed very quickly with this method. Almost all top companies will use pay per click as part of their marketing structure because it is perceived as being the most effective.