There are many pay per click search engines in existence, but as with everything else, only a handful can be considered the top pay per click search engines. In pay per click search engine advertising, you select and bid on specific keywords related to your product or service. Then, when someone clicks on one of your pay per click search engine listings, you are charged for the click.

Pay per click search engine advertising is extremely popular among top Internet marketers for one simple reason - It works. The two top contenders in pay per click search engines are Google Adwords and Overture, which has been bought out by Yahoo Search Marketing.

Google AdWords

Google Adwords is a program where you bid on keywords. Google doesn't actually place your listing in the search results. Instead, your pay per click ad appears on the search results page, along the right side of the search results. This has proven to be very effective placement. Furthermore, you can choose to display your ads on related websites that are members of Google Adsense.  You can also display your listings on Google's partner sites. This gives your ad even more exposure, and can result in more click throughs. Google is the top pay per click search engines because they deliver real results. Google requires a $5 activation fee when setting up an account, but there are no minimums that you must spend each month after that.

One nice thing about AdWords is the cost per click structure.  Unlike most PPC search engines, the highest bidder doesn't necessarily get the top spot in the listings.  If your ad gets more click throughs than the listings above you, Google will determine your ad is more relevant to what internet surfers are looking for.  Google will reward you for this by moving you above your lesser performing competitors, even if they are paying more than  you.

Overture

Overture, or Yahoo Search Marketing was the top contender before Google came along. Now it seems that the two pay per click search engines run neck-in-neck for the top place. Overture works much the same as Google does. You bid on specific keywords and key phrases. But instead of your listing appearing beside the search results, your listing is actually part of the search results. Furthermore, Overture also has partner sites, and partner search engines, where your listings will also appear. Unlike Google, Overture does require a $50.00 minimum deposit to open an account, and you must spend at least $20.00 per month on clicks.  Also unlike Google, you must pay the highest cost per click if you want to be positioned at the top of the listings.

FindWhat

While not nearly as popular as Google and Overture, FindWhat is another important pay per click search engine. FindWhat was recently purchased by Miva. FindWhat works exactly like Google and Overture. You choose your keywords, then determine what you are willing to pay each time someone clicks on one of your links for each keyword. Like Overture, your listings appear as part of the search results. Like Google, FindWhat pay per click ads appear across a network of partner sites, as well as related content sites.

LookSmart

LookSmart is also a good option for pay per click search engine advertising. LookSmart also works like Google and Overture, with the results of searches done for your keywords landing you not only in the regular listings, but in sponsored listings at the top of the page as well - providing that you bid high enough. LookSmart also has a flat $0.15 cost per click for inclusion-targeted listings. Your ads will appear across a network of sites, such as Lycos, Mamma.com, and CNET Search.

Kanoodle

Kanoodle should also strongly be considered. Kanoodle places your pay per click ads across a network of sites, in a variety of ways. Kanoodle not only operates the same way that Overture does, in terms of search engine listings, but they offer more advertising options as well, such as context advertising - much like Google's Adsense program, Local Target advertising - which allows your ads to appear on partner websites that are specific to your chosen locations, and Behavior Target - which focuses on placing your ads in front of your target market while they are doing unrelated things, such as checking the weather or reading the news.

Even though we all have advertising budgets, you should diversify your pay per click search engine advertising campaigns. Spread your budget out over the top pay per click search engines for a month or two to determine where you are getting the best results.