However, the reality is that it is not always possible to achieve the #1 position due to the competitive nature of the marketplace – you may be competing with bigger companies with bigger marketing budgets. In such situations, which is the majority because not everyone can be #1 at the same time, you can compete by using the inorganic practice of pay-per-click advertising.
Pay-per-click is an internet marketing program where advertisers pay only when their advertisement is ‘clicked’. Advertisers either bid, or agree to pay a fixed prices to use key words or phrases which are specific to their target market and their marketing campaign and in return their advertisements will be placed on the first search page for the advertisement’s target keywords.
The beauty of this type of target marketing is that your advertising dollars can be used to hone in on your desired target market …an extremely efficient strategic use of your precious marketing dollars. The target market can be a defined by language, or location or can be controlled, by the advertiser, to focus on select web sites.