Pay per click or (PPC) as it is commonly known is a way of advertising Web sites at the top, sides, and bottom of the search engines. The advertising is called sponsored links or sponsored results, meaning they have to pay for anyone visiting their Web site. The Web sites who advertise this way only pay when a customer visits the Web site. The amount paid for a visitor depends on the popularity of the keyword used and how much your competition is willing to pay for their Web site to be there. The amount you are willing to pay also determines where you are placed along the sponsored links and wheter you are in the top number one spot, or on the side, or at the bottom. The positions vary by what you are willing to pay and is basically a cost per click situation.