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.