Why is PPC important for both small business and big busines

[limbo]

The best part of running PPC campaign is that you can measure the results made available via their conversion metrics and reporting tools. At any point if you feel that a certain campaign is not performing as per your expectation you can export the reports and use the metrics to ascertain the cause. That in turn helps you plan better and understand what works best to achieve your marketing goals.

Actually its a pretty descent opinion.

yes you stop it whenever you want if the results arn't as you expected.