Amid bid gaps, bid wars, overpayment and loss of listings, it's easy to get sidestepped in the cyber game, but if you have a well managed team of experts handling your PPC campaigns, you need not shed any worry wrinkle. Also known as pay per ranking, pay per position, or cost per click, PPC is about buying sponsored links on search engine result pages. It allows you to list your site on top listings of search engines by advertising on selected keywords, keyword phrases, keyword groups or categories that are related to your products or services and best describes them. The higher you bid, the higher will your advertisement show on search engines. You don't have to pay to get listed, but only when your ad has been clicked on. You only pay for the visitors clicking through. Spend to get a top placement on search engines, and if searchers are looking for key phrases that you have bid on and you advertise a well written ad in the same breath, your business will instantly get clicks once the ad is activated.