Search engines such as Google and Yahoo, are invaluable services for business owners to increase their websites visibility and ultimately increase their customer base. As you have witnessed, when you go to search something on a site like Google, you type in a word, press enter, and a list of sites is generated that relate to the word or phrase you searched. Ideally when an interested customer goes to search the service your company provides, you want your website to appear first among the ranks of your competitors. In order to achieve visibility on popular search engines, companiesâ€™ use pay per click advertising. Pay per click advertising, or ppc, increases website traffic through the use of keywords. In order to achieve a higher rank on search engines, companies bid on keywords. Therefore when someone clicks on your site, search engines charge your company, the higher your bid, the higher your website will appear on the search engine. While this may seem straight forward, determining key words that will generate the greatest growth in traffic towards you site requires experience and dedication. Because learning how to increase search engine optimization is difficult and time consuming, many companiesâ€™ hire a ppc manager or ppc consultant. Ppc management will allow you to find the keywords that best describe your companyâ€™s service as well as determine an appropriate budget that will generate the most profit and not exhaust your funds.