The Pay-per-click (PPC) phenomenon is among the landmarks of web business achievements. However, this popular form of web advertising has raised concerns with many prospective advertisers wondering if this is a losing phenomenon. It is now claimed that paid marketing is not expensive and difficult. Christine Churchill, president of KeyRelevance.com, commented in the Search Engine Land blog that many businesses have expressed anxieties over going in for Pay Per Click and Search Engine Optimisation. Most of them wonder if the former of them is a losing proposition.

However, Churchill has suppressed these fears through a simple idea; make small campaigns that consist of niche keywords. By doing this you can generate plenty of traffic. There is absolutely no requirement for anyone to have big budgets and huge campaigns to generate money for their online businesses.

Churchill has also stressed on measuring PPC only through the number of clicks generated. This gives the right estimate of PPC. Clicks that actually turn into sales are termed as conversions. These, according to Churchill, are important for measuring the usefulness of internet advertising. It is important to note this difference.

Along with PPC, it is also important to include other techniques. Search Engine Optimization or SEO is an important asset for small businesses. Coupled with PPC campaigns, it can do wonders for the brand.