David Szetela CEO and President of Clix Marketing explains how pay per click works.

Pay Per Click (PPC) maybe just what your sites needs to start seeing an explosion in traffic but chances are it's not. In our experience PPC is a great supplement to any internet marketing campaign but shouldn't be the primary focus. PPC is most profitable when you attempt to go after many less sought after keywords (5-6 keyword phrases) instead of bidding on just a handful of very competitive keywords (1-2 keyword phrases).