Pay-per-click advertising AN ALTERNATIVE TO OPTIMIZING YOUR WEBSITE? Not everyone who effectively markets to the search engines optimizes his or her website. "We have been doing pay-per-click advertising for about three years now, and it's grown to be our number one marketing tool," says Martin Phillips, president of Austin-based Wireless Computing. "Our most successful customers use all the options available to them," says Tim Grant, owner and CEO of Chicago-based Lunavista Communications. "That being said, PPC has certain advantages that make it very attractive." Those include: Speed to market. You can set up a PPC campaign today and start bringing people to your site tomorrow. Flexibility. You can adjust your program daily, if necessary, to reflect your needs and budget. Read more about creating a PPC campaign and getting the most from it in "Pay-per-click Advertising" from Sound & Video Contractor.