Big businesses are spending more on paid search ads, but smaller brands are staying competitive with strong SEO strategies and content marketing campaigns.

It’s been suggested that internet marketing is the way to level the playing field for smaller brands competing with global corporations. AdGooroo representative Gregg Hamilton recently shared paid search data with Search Engine Watch that showed big and small B2C businesses earned top positioned and got equal visibility on a regular basis online.

Brafton recently covered an eMarketer report, which reported marketers spent $17.3 billion on search ads in 2012 and are projected to rise to $19.4 billion by 2013.

According to AdGooroo, retailers accounted for $2.3 million of paid search ad revenue for Google AdWords and the Yahoo Bing Network in 2012. Surprisingly, brands that entered the top 10 PPC rankings are a mix of small ecommerce businesses and well-known corporations.

“In Jewelry, for instance, Kay Jewelers and Jared broke into the Top 10 in 2012 along with lesser known DiamondNexus and Gemvara,” Hamilton told the source. And, “In Beauty and Cosmetics, household names, YourAvon and MacCosmetics, climbed into the top 10 in 2012 with JustNaturalSkinCare.com.”

 AdGooroo’s data suggests SEO best practices and good web content are the keys to rising in paid search rankings and maintaining prime PPC real estate. Without well-written online content behind those ad impressions, it’s unlikely brands will have low bounce rates and high CTRs needed to score top SERPs and AdWords placements.

SEO best practices and good web content are the keys to rising in paid search rankings and maintaining prime PPC real estate.

Hamilton also explains these findings indicate large brands are investing more in PPC campaigns to gain online visibility. At the same time, smaller brands are finding success that’s on par with major corporations.

A previous Brafton blog explains that PPC campaigns can help newer companies and those with smaller digital footprints gain exposure. However, we caution people from developing tunnel vision on either strategy. Building a whole content marketing campaign that includes PPC and SEO is better than the sum of its parts.

Lauren Kaye is a Marketing Editor at Brafton Inc. She studied creative and technical writing at Virginia Tech before pursuing the digital frontier and finding content marketing was the best place to put her passions to work. Lauren also writes creative short fiction, hikes in New England and appreciates a good book recommendation.