Ten Key Steps to Successfully Marketing Your Business Online

2. Use Pay-Per-Click Advertising

Pay-per-click is often lumped with SEO as a website traffic-building tool, but they're actually very different. With PPC, you purchase specific keywords and keyword phrases from a search engine on a pay-per-click basis.

For example, let's say you sell skis and snowboards in Jackson Hole, Wyoming. If you purchased the keyword phrase "skis and snowboards Jackson Hole," an ad for your website would appear in the paid results section of any searches using this phrase. Then, whenever someone clicks on the link in your ad, you would pay a negotiated fee (known as the cost per click, or CPC) to the search engine.