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Paid search advertising, also known as Pay-per-Click (PPC), is a quick and efficient way to drive traffic and generate leads from your website if implemented properly. Unlike most other media options, paid search is a user-initiated form of advertising. This means that your message is placed in front of an active target - someone who is searching on Google or another search engine for information, products, assistance or resources to meet their needs.
Marketers can control the amount they want to pay-per-click based on goals they must meet to see a positive return on investment (ROI). The goal is to choose the right strategy and keywords, and for your company's website link to show up high on the list of "sponsored links" - located on top of organic search results and in the right hand column on the search engine results pages. The world of search has opened up beyond the major players like Google and Yahoo and has expanded to include vertical search engines like Business.com that can allow marketers to tightly focus on their niche audience. There is much to consider and research to get a successful paid search advertising campaign running.
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