The role of Pay Per Click (PPC) advertising does have a history that is worth sharing. 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, but could be had for a relatively small amount of capital. Affordability was a hallmark of the early days of PPC advertising and many site owners viewed the method as a goldmine in positive advertising.
PPC advertising that could be purchased for less than a quarter a click can now cost at least ten times that much.
Add to this scenario a significant amount of click fraud (a scenario where individuals intentionally click on PPC advertising to drain the advertising budget for a competing business these individuals have no intention of making a purchase from any PPC advertising they click) and you have a situation where there are becoming fewer methods that are actually working to make PPC a desirable method of online advertising.
If your business is already doing well through 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...