LEE ODDEN: So what are some of the pros and cons of pay per click advertising? Well, on the pro side of things, pay per click advertising is very easy to set up. You can set up campaigns very quickly and they are very measurable and very targeted-you can adjust your campaigns and you can see the results almost instantly. Some of the cons of pay per click advertising include the fact that it can be very expensive, especially in competitive categories. And one of the other cons is that you have to watch out for click fraud. Especially with high volume advertisers. So with pay per click what's important to do is to is pay attention to your stats, pay attention to your metrics--you can adjust your campaigns to get the best possible ori (?) and you can identify click fraud situations so that you can turn those off and notify the search engine.