Previous posts have already tackled Internet marketing in search engines through the use of its search results. However, the problem with this is that search results are quite fickle, and it's not a guarantee that the company website would still appear every time a user searches for a specific keyword.
One way to circumvent this is through the use of Pay Per Click ads. Through this method, a website advertisement would automatically be displayed whenever a user inputs a certain keyword query or if the website's content is relevant to the search terms. There are many PPC providers all over the Internet, such as Google Adwords, Microsoft adCenter, and Yahoo! Search Marketing, as well as other smaller companies or websites that provide similar services.
Through a successful Pay Per click model of Internet marketing, the firm is assured that its ads would always be displayed despite competition from other websites. So why won't websites use a PPC model every time? Well, for one thing, there is a cost to it. Unlike the free method of making a website more Search Engine friendly, a PPC campaign needs money for the site to appear in a search engine. There are flat rates, and bid rates, that are attached to having a link. They must balance and determine if the cost of having a sponsored link in a search engine is worth the revenue that they would be able to acquire.
Because PPC needs money, the advertiser must also learn which keywords they should target. Unlike organic results, we're an online company that can try to cover a lot of ground. The costs associated with PPC campaigns may hinder them. Having trained personnel or outsourcing such a service to knowledgeable people who understand the best way to market through PPC may be the better option.