Paid Search listing or PPC advertising, also known as Pay Per Click advertising, is a positioning strategy that yields quick results through buying of prominent visibility in the search results of search engines, by the means of the latter selling their ad space to advertisers in order to deliver visibility on the top pages of SERPs. Pay Per Click ads operate in two fundamental ways, namely, content placement and search placement, based on the search requirements of a visitor. It employs the cost per click (CPC) model of payment, which means that for every click on the advertiser's link, the search engine gets a commissioned amount.

Why Paid Search?

Results generated by paid searches are quick. Unlike natural listings which often take a lot of time, paid searches start driving traffic to a website from day one of their being posted. Therefore, the PPC advertising industry is witnessing a growth rate of 41% today, with industry majors like Google earning 58% of their net revenues in a single year via this. Because of strategic branding and high revenue-per- search metrics capitalization, this industry is likely to see a growth of $33 billion by 2010.

The last few years have seen a gradual but a profound increase in the public-interest on the world-wide-web. With broadband usage exceeding over 50% and an escalated interest towards traditional media companies on the internet, the prospect of advertisers wanting to invest more and more in the paid search industry for PPC advertising is on a rise.

The internet is here to stay and consumers have openly embraced it as a means to fulfill their shopping, socializing and informational needs, hence leading to the effectiveness of advertising online. With the assistance of PPC services, companies are sure to find the maximum visibility with the aid of search engines and consequently, better ROIs. This mode of advertising has very often led to the development of some of the leading brands of today, and would continue to do the same in the future.