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Google and Overture both offer Internet pay-per-click advertising programs. Google is the more well known provider. If you decide to advertise your franchise opportunity with Google's program AdWords (or any other pay-per-click program), be sure to carefully research it. It is easy to get started, and there is high visibility, but costs can get out of hand if you're targeting too broadly or not actively monitoring the program. There are also several online businesses that specialize in helping you create and manage AdWords campaigns.
The Google site gives an overview of AdWords: