With virtually any budget or type of business, you can advertise right on the search results pages of Google, Bing, Yahoo!, and more. Pay per click (PPC) advertisements are the sponsored results that appear at the top or to the right on search engine results pages. These ads are often the first thing a web user sees after typing in a search, providing businesses with an excellent opportunity to gain customers.
In this prime real estate, a well-executed PPC campaign can give you outstanding visibility. A poorly managed PPC campaign, however, can be a financial drain with little ROI. PPC campaigns require extensive research, setup, monitoring, and analysis in order to succeed, and many small businesses do not have the time or manpower to devote to examining all of the metrics. Even the smallest business, however, can benefit from PPC.