It use to be that larger companies had an unfair advantage on the internet, after all they could afford a much larger advertising budget and much stronger SEO management than their smaller counterparts putting them in the top of the search results each and every time.
Once Google realized that the larger business were dominating the internet, they decided to brainstorm ways to give smaller businesses the same advantages. This is when the advertising on the internet took a turn for the better.
With the creation of pay per click advertising, search engines were now able to provide a way to allow smaller business to have the same advertising advantages as the larger ones. With pay per click advertising a business can pay the search engine, based on the number of people who click to their site from the search engine results list. In exchange, the search engine will move the business’ web site higher up in the search results list, which will increase the number of people who are made aware of the web site. This allows smaller companies, that are not well known, to increase their visibility without having to create an elaborate advertising campaign.