Pay-for-placement and pay-per-click (PPC) programs provide short-term benefits because as soon as your budget expires, so does your visibility

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(Continued) The RFS Newsletter, Feb. 176, 2007. Page 12

In general, pay-for-placement and pay-per-click (PPC) programs provide short-term benefits because as soon as your budget expires, so does your visibility. When you stop paying, your listing disappears! It's just as simple as that. Your Web site may be guaranteed a good placement on the keywords and key phrases that you purchased, and, depending on the exact program you are in, but only as long as you're paying the invoices.

Furthermore, and this is mostly important for the searchers, which, ideally will be your next new customers, pay-for-placement and PPC programs remove the search engine's ranking algorithm from the criteria used to place high in the rankings.

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