PPC is a powerful tool for improving your Web sites presence and building your customer base. Research has shown that yellow pages ads are not as effective as online advertising. A recent study by Piper Jaffray & Co. entitled, “The New eCommerce Decade: The Age of Micro Targeting,” indicated that the average Cost Per Acquisition (CPA) for search was $8.50, considerably lower than the CPA for the yellow pages ($20). Using online advertising techniques, like Pay Per Click, is an effective way to drive more targeted leads to your Web site from Internet search engines. PPC should be part of a larger online marketing plan that includes several ways to increase the visibility of your Web site and therefore drive more traffic to your business.