advertising by auction

Is it true that the advertising system pay per click uses an auction setup? If so, is there anythign in place that keeps the amount from going too high? For instance, if I go to use pay per click on my website and the bidding goes out of control, will I still have to pay for it? Isn't it possible that it could go through an entire budget in no time ata all? Thanks for your input.

No, you don't have to worry about that when using ppc advertising programs. When you sign up to advertise your site (for instance, in Google or Overture) you set a daily limit for how much money you want to spend. As such, if the bidding takes you to that limit, your ads are stopped from showing and the total amount is capped.

Good luck with your advertising program!

The Surgeon's Advisor Team