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But could be had for a relatively small amount of capital, in the beginning it was relatively inexpensive to have laser-focused advertising in a PPC model that not only delivered potential customers to your site. The role of Pay Per Click (PPC) advertising does have a history that is worth sharing.

What once could be had for less than a quarter a click now costs at least ten times that much.

Add to this scenario a significant amount of click fraud (a case where individuals intentionally click on PPC advertising to drain the budget for a competing business) and you have a scenario where there are becoming few methods that are actually working to make PPC a desirable method of advertising.

If you already have significant income from solid Search Engine Optimization (SEO) methods then the use of PPC can simply be a way to show your results in the search engine first in many keyword specific categories.

Some may call this a monopoly while others may view it as simple business sense. This has the rippling effect of making it much harder for competition to enter the world of ecommerce. By doing so they ensure that the startup has a hard time developing their business. Essentially what has happened is those who have the deepest pockets have bid beyond the ability of most start up online business owners.

This is one of the primary reasons I stress the use of keyword rich knowledge-based content for your website.

Once you can no longer afford PPC they will no longer send people your direction. While PPC advertising can help you with results now they will not promise long-term results because they are only sending targeted advertising at your expense.

That strategy is based on both networking and a solid understanding of keyword placement for optimum exposure. These same directories and search engines will rank your site well if you have backlinks and a well-rounded Search Engine Optimization (SEO) strategy in place, however.

Business owners much ask themselves how important a beautiful site is if there are no visitors to enjoy it, however, in the end. Many people don't look at keyword SEO strategies because they believe it limits their web design creativity.

Rethink and think again about keyword rich content and SEO, but if you don't - think, this isn't a bad scenario if you have a cushion of advertising dollars you can spare. But it was a good idea that has degenerated to monopoly of the highest bidder, in my opinion PPC advertising is not the salvation of online business.