What is PPC How it Helps Small Businesses
                     What is PPC? How it Helps Small Businesses?
David Barton
Writer at smb-now.com creates 
quality content to serve visitors to
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Pay-per-click (PPC) is an Internet advertising model that helps businesses to 
attract traffic to their website. Unlike organic search engine optimization (SEO), 
PPC is a paid method. The advertiser has to pay either to the publisher (website 
owner) or to the search engines, based on the type of advertising model, only 
when the ad is clicked. Thus, the method creates a win-win situation for both the 
advertiser and the publisher.
For small businesses
For small and start-up businesses, PPC is an easy alternative to organic SEO. 
SEO is not only time-consuming, but also expensive compared to PPC. Small 
businesses are too thin in budget and may not afford to optimize their websites to 
make it search engine friendly. In case of start-ups, they need immediate results, 
which is possible only through this campaign.
Thus, PPC strategy helps small businesses appear on the top search engine result 
pages at low price and within a short span of time. By this, the traffic to the 
website increases along with the chances of getting potential customers to the 
business.
How it works?
For your website to make presence on the top, you should first find the search 
terms that your target audience use to find your business. These search terms are 
called “keywords”. In search advertising, owners of websites actually bid for 
these keywords. Whoever pays more will have their website on the top. As the 
number of website owners competing for the keywords increases, the cost for the 
keywords increases.
In contrast, content sites, charge a fixed cost per click instead of using the 
bidding model. PPC advertisements on these sites are displayed in the form of 
banners with related content.
How it helps small businesses?
PPC is also capable of fetching the good results without optimizing the website. 
It is helpful for small businesses in many ways. Some of them are
Inexpensive
PPC ads are less expensive when compared to SEO and fetch same results as that 
of SEO. SEO is an expensive process and small businesses would not afford to 
allocate fat budget to the website and its optimization. Algorithms used for SEO 
change often and when they change, the website loses its ranking and might not 
top in the SERPs. This would cause additional expense for small businesses to 
optimize the websites again. Small businesses can avoid this all by choosing 
PPC.
 Speed
PPC ads can be launched very quickly unlike SEO. It is necessary for small 
businesses to kick-start its action of setting customers. Organic SEO may take 
more time to bring the website to the top position. But, PPC works in a very short 
time span, and thus enables quicker conversions.
 Return on investment (ROI)
Tracking and monitoring is easy in pay-per-click campaign and the return on 
investment can be easily calculated compared to other kinds of Internet 
advertising techniques.
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