By To-Wen Tseng

Internet offers myriad ways to reach new audiences in a cheaper and more efficient way than traditional advertising. These days, one of the most effective marketing techniques which marketers are taking notice of is pay-per-click (PPC), or cost-per-click (CPC) advertising.

The appeal of pay-per-click advertising through search engines like Google, Yahoo and Microsoft Bing is that you can reach potential customers based on keywords - presumably, what they are searching for. Using a pay-per-click advertising program is easy, even for the smallest of businesses.

Currently there are three major pay-per-click players: Google, Yahoo, and Microsof....