Although search engine optimization is the most effective means of promoting a website, the problem with search engine optimization is that it can take up to a year before a website starts ranking well for competitive keywords. The situation is further compounded by the fact that search engines continuously recalculate their rankings, and a search engine optimizer has to stay on top of his game to achieve top rankings on a regular basis. The odds are stacked against new websites as Google takes nearly 3 months before it starts calculating a website's ranking /PageRank and any changes to a website take almost a month before materialising into search rankings.

Not all webmasters can afford the luxury of paying thousands of dollars to search engine optimizers or wait for a year before their website start ranking well. When Google launched a unique concept called Google Adwords, a webmaster could pay Google a certain amount to display ads for his website. Today, Google has a unique PPC (pay per click) advertising model in place. As the name suggests, a webmaster only pays for an ad when a user clicks on the ad and visits his website. Pay per click advertising is one of the most cost effective methods of advertising and it is not surprising that every successful search engine has its own version of pay per click advertising.

Advantages of pay per click advertising

Cost effective

Compared to search engine optimization, pay per click advertising can be more cost effective. There is no denying that in the longer run search engine optimization is the best option, but pay per click advertising is ideal for websites that are starting up or under search engine optimization. Once a website starts ranking well for ?organic searches?, the webmaster can choose to end his pay per click campaign.

Target specific keywords

Although search engine optimization is also carried out to target specific keywords, pay per click advertising is the only guaranteed way of ranking well for keywords. A webmaster can choose exactly which keywords he wants his website's ads to appear for and can choose to advertise his website for more than one keyword.

Equal opportunities

A website can end up spending nearly $5000 on search engine optimization for competitive keywords, larger organizations have an unfair advantage as they have virtually endless resources to spend on SEO and link building. Pay per click advertising is the only way smaller websites can compete with larger websites. It is a well known fact that search engine optimization can only do so much for a website, the rest is usually link building and creating search engine friendly content. This is why websites that are looking to rank for keywords without spending thousands of dollars in advertising and link building, prefer using pay per click advertising to publicize their website.

In fact, many websites prefer spending their SEO budget on pay per click as it guarantees results and is much faster than traditional search engine optimization techniques.

Get results much faster

A typical website takes around 3 months before it starts showing up for ?organic searches?. Any changes to a website take an additional month to ?reflect?. Sometimes, websites do not have 3 months before they start ranking for keywords. For example, a website selling Christmas cards will only do business a few months in a year and a three month delay can make the difference between doing business and not doing any business at all. Pay per click ads make the task of advertising a site simpler. Once a webmaster has decided which keywords he wants his website to show up for, the website's ads are displayed for relevant keywords within 24 hours. In addition, a webmaster can choose to modify his existing pay per click campaign with ease.

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