Pay-per-click (PPC) is one of the most effective methods for driving traffic to your website. Paid search advertising is charged by the click. So every time someone clicks your ad, you will pay the calculated amount per click. Although Yahoo and Bing both offer PPC advertising, the most popular paid search network is Google Adwords. Depending on the popularity of your target keywords, each click can cost anywhere from $0.10 to $10. So the costs can add up quickly. One great advantage of paid search is that you can specifically set which keyword searches that you would like to market to. You can control the days and times that your ad shows – so that you can perfectly optimize your campaigns. Although click through volume is generally lower than organic search, the traffic that does click through is generally highly motivated to make a purchase. Some consumers feel like the paid ads should be avoided. E-commerce merchants must analyze if PPC is the right advertising medium for their product and then optimize their campaigns for conversions.