With many businesses engaging in advertising wars in order to win over the majority of the Internet’s viable market, it’s easy to deduce the intensity of the competition. After all, the Internet and its network of information grow exponentially by the minute, while the increase in the number of users more or less takes a little slower.
Some businesses employ paid advertising on major commercial portals in the Internet, in hopes that the traffic generated by these pages will eventually flow into their own company website. Others make use of the ingenious payper-click (PPC) system, which virtually requires no start-up cost on the part of the advertiser. He or she only pays for the amount of traffic that he or she generates through the public’s accessing his or her website through that particular link; no payment is made at the initial ad placement in various media.
These two means of advertising are aimed towards trying to be greatly accessible to a potential viable consumer market, because only then can profit be possibly made. These two methods of advertising, however, gain greater ground because they have the capacity to push up a website’s ranking in the query results in search engines.
Query results in search engines, or the matches found by a search engine to the keywords entered by the user, are important because of the fact that these are the most effective tools through which users try to access information on the Internet. The volume of information existent on various topics is simply overwhelming, which is the reason why people make use of search engines to do for them the dirty work of going through Internet clutter and give them results ranked on the basis of relevance to what they are exactly looking for.
PPCs also increase the probability of finding the website ranked higher. Google Adwords, for instance, already creates an innate ranking system within their advertising system, so that even in prioritizing which advertisements are published in a particular page, the ones with greater relevance is made accessible to the public.
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