The payperclick advertising model is one of the most modern forms of promoting a product or service outside of the standard traditional media. The name of PPC or pay-per-click comes from the concept that lies at the basis of the process: ads with relevant keywords are displayed on web sites, on search engine result pages or as an integrated part of web page content. Every click costs one money, therefore, the majority of clicks have to result in transactions in order to be functional. The best keywords used to optimize such ads can rise up to $30 or even $50 per click, which is a huge price to pay if we consider regular advertising budgets.

Such keyword bids are usually practiced by Google Adwords that is by far the most expensive payperclick advertising program available on the world wide web. With lots of market studies performed over the years, experts have come to the conclusion that the best variant of the payperclick model is the one that targets a user's geographic area. Otherwise, it is very possible for a user to make a search online, get information on the features of the product, its price and producer, and then go buy it from the closest local outlet.

Local businesses are trapped in a vicious circle of the online advertising. Since geographical distances direct web traffic out of their reach, local businesses do not find it advantageous to invest in payperclick campaigns for fear of losing their money. There may be a change of perspective with the new marketing approach to small businesses but this is definitely not sure on the long run; for the moment, one still has to be convinced that there are other local businesses that get more customers as a result of using the payperclick advertising model online.

Since lots of advertisers lack the knowledge to make a good choice of key words and key phrases to optimize their ads with, they often choose professional agencies to run their payperclick campaigns for them. Once the ads are posted on the Internet, the process is far from being over. There follows a permanent period of monitoring and analysis to identify which keywords are performing poorly in search engines and what is the return on investment rate. All sorts of tools can assist a web developer in the effort of tracking all the ads and keywords performance.